Verka starts delivery of milk products in rural areas

The products include kaju pinni, panjiri, cheese, desi ghee, curd, kheer, flavoured lassi, butter milk, butter and tetra packs.

Written by Raakhi Jagga | Ludhiana | Published:November 19, 2014 4:56 am
Ajmer Singh Bhagpur flags off the home delivery van for rural areas, in Ludhiana on Tuesday. Ajmer Singh Bhagpur flags off the home delivery van for rural areas, in Ludhiana on Tuesday.

To enhance the sale of milk products and also to tap the unexplored rural belt, Verka Milk Plant on Tuesday started supply of its milk products to the co-operative societies located in rural areas. Till now, the supply was focused only on urban areas.

On Tuesday, two fully loaded vans were flagged off by plant chairman Ajmer Singh Bhagpur which will supply to about 100 co-operative societies falling on Ferozepur road and Chandigarh roadside villages in the coming three days. “Villagers are also eager to have ready-to-eat milk products like urbanites, and supply was started as per demand,” said Bhagpur.

While flagging off the vans, Bhagpur said, “With this, Verka Milk plant of Ludhiana becomes the first co-operative plant in north India to start home delivery in rural areas. Till now, our milk packets were available in the offices of co-operative societies and a few of them used to take our products. But now they will be seen in all the villages which are connected with us.”

The products include kaju pinni, panjiri, cheese, desi ghee, curd, kheer, flavoured lassi, butter milk, butter and tetra packs.

Amarjeet Singh, GM of the plant, said, “Though it was a notion earlier that villagers don’t like desi ghee, kaju pinni or panjiri which is available in the market, to our surprise, we started this service on a demand basis.”

Rajinder Deora, marketing manager of the plant, said, “Already in Ludhiana city area, we are supplying 70 tonnes of desi ghee while 40 tonnes of butter on a daily basis. With the rural belt, we are expecting that our demand will jump by 15% at least.”

Bhagpur stated that they used to tell members of the co-operative societies regularly to take milk products as well, but the response was lukewarm. “Once we have started home delivery, they are more than eager to take our products. This will boost the sale of the plant and will also provide our products to people at their doorstep,” he added.

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