India-based Mother Dairy Fruit & Vegetable is eyeing to tap the INR5bn ($80m) dairy whitener market in the Northeast region of the country with the launch of its brand ‘Dailycious’ in Guwahati.
The company will compete with 'Everyday' of Nestle and 'Amulya' of Amul in the dairy whitener market of the Northeast region.
Mother Dairy (dairy products) business head Subhashis Basu said: "At Mother Dairy it has been our constant endeavour to offer exceptional value to our esteemed consumers and this has been the core for all our products.
"Carrying on the same ethos, we are launching our Dairy Whitener under the brand name of 'Dailycious'. I am confident that the product will meet and exceed the consumer expectations on key product attributes such as colour, taste, miscibility and cuppage.
"Dailycious will be made available through a wide network of important distribution channels of over 22000 outlets including retail and modern retail formats across the Northeast region. Going ahead, the launch will be closely followed with our entry in other cities in the region and other important markets across the country."
The overall Indian dairy whitener market has been growing at 15% annually while the growth in the Northeast region is close to this figure.
In the first year of the launch of this brand, the company aims to achieve a target of $9-11m (INR600-700m) business and $24m (INR 1.5bn) nationwide.
The launch of the brand is being supported by extensive marketing activities.
Mother Dairy is a wholly owned subsidiary of National Dairy Development Board (NDDB).
Image: Mother Dairy sells various types of milk such as toned milk, double toned milk, skimmed milk, and milk products such as cheese, ice creams, etc. Photo: Courtesy of Digitalart/Freedigitalphotos.
