To gain a foothold in the competitive milk market,the regions dairy farmers now have their own milk brand,La Pure,which will hit Ludhiana markets from Friday onwards. The product has been launched under the banner of Progressive Dairy Farmers Association with the farmers having formed a limited company with 2,000 members. With a capital of Rs 5 crore,the farmers have built a processing plant at Kanganwal in Ludhiana,which will process the milk before it is packaged and sent to the market.
Daljit Singh Sadarpura,president of the association,said: To start with,over 30 farmers of Ludhiana who are our members will be sending milk to the plant,which will be pasteurised and sent to the market. He added that farmers needed to be innovative in marketing skills to stay competitive. The limited company has a two- year future plan under which the association will invest Rs 25 crore in infrastructure and to expand base in other cities of Punjab. To start with,we will be selling double-toned milk and full fat milk. Curd,lassi and cheese will be our other byproducts. We will be coming up with flavoured milk,ghee,tetra-pack milk etc products in phases, Sadarpura said.
The company plans to launch kids milk- another brand. To start with milk will be seen at 10 important places in Ludhiana. A customer helpline number has also been launched :0161-4603313 to redress complaints and suggestions,said the farmers.