Amul to launch lassi in metros this summer

India's biggest milk cooperative — Gujarat Cooperative Milk Marketing Federation (GCMMF) — will launch pro-biotic lassi in New Delhi, Mumbai and Kolkata from the forthcoming summer season. GCMMF expects to sell 10 lakh glasses of the yogurt-based drink, with each glass priced at Rs 10.

The product was launched in Ahmedabad two weeks ago to test the market response. Buoyed by a good feedback, GCMMF has now decided to launch it in the three metros initially and later start supply to the other markets. At present, about two lakh glasses are sold in Gujarat per day.

GCMMF managing director R S Sodhi said the federation decided to market lassi as it is the most popular drink in major parts of the country during summer. It is pro-biotic and the Lactobacillus acidophilus bacteria found in lassi aids digestion. The product is generally prepared and marketed by small retailers at the local level and there is no bulk production and organised sale despite its high demand, he said.

Sodhi added that the federation wants to capture the market and make the product available to the consumers through its retail outlets. He said they expect to supply 10 lakh glasses of the drink initially, adding that supply may be increased in future depending on the demand.

The drink will be available in strawberry and mango flavours, he added.

Asked if the federation planned to raise the price of milk sold by it under different brands, he said that there was no such plan as of now.

GCMMF’s Amul is the largest selling milk brand in Gujarat, New Delhi, Mumbai and Kolkata. Annual sales turnover of the federation touched Rs 8,005 crore in 2009-10, a growth of 19.3 per cent over Rs 6,711 crore in 2008-09.