Parag Milk Foods is expanding its reach in the Northern region by building association of Gowardhan ghee and other dairy products with Uttar Pradesh (UP).
Devandra Shah, Chairman, Parag Milk Foods, said, “We are looking to consolidate our presence across all major markets and are hence keen to further enhance our brand connect with UP. The market entry of Gowardhan ghee in UP will help us strengthen our market reach and in increasing our brand portfolio across the dairy products.”
He further added, “Today we have an array of brands – Gowardhan, Go, Pride of Cows and ToppUp. While we have had strong double digit growth in the past, our future plans are exciting enough to accelerate growth rates to 50 percent over the next few years. This will happen with venturing into newer categories and adding new brands in our portfolio”
With close to 16 percent of India’s population, UP becomes a very important state in business plans of any organisation. Parag (widely for Gowardhan and Go brands) now has a UP specific business plan for the next 2 years in place, coined as “Misson 500”. This connotes to make Gowardhan ghee 500 tonnes/month brand, and Go products (Cheese, yogurt, UHT milk) 500 tonnes per month and Rs 500 cr business by 2017.
We will drive this with focused distribution expansion. The plans are in place to cover all 700 urban towns in the end of 2015, up from today’s direct reach of top 150 towns. Also, we will have indirect distribution through wholesale feeder markets with focus on affordable small packs across portfolio. With this, our endeavor is to give the UP consumers a chance to try a wide range of quality cow milk products.
Gowardhan ghee and Go products will be available across all major outlets and stores across Uttar Pradesh.