Residents cheer new milkyway

Amit Agnihotri / TNN / Jan 9, 2007, 02:36 IST

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Milkfed Punjab, producers of milk brand Verka, has decided to launch home delivery by month end.

CHANDIGARH: Getting up early and packing off the children to school before leaving for work has been a chore the Sharma couple has been managing very well for years. The only hassle they faced was arranging their daily supply of fresh milk from the nearby vendor, especially in winters. Not any more. In order to reach out to consumers and boost its sales, Milkfed Punjab, producers of milk brand Verka, has decided to launch home delivery by month end.
MD Milkfed Punjab VK Singh told Times of India, "We plan to provide insulated home delivery carts to the retailers.We will start by asking them to partially bear the cost of these carts."
Currently, the federation supplies around 6 lakh litres of liquid milk in the state per day, including in Chandigarh. It hopes to increase its sales by around 10% through this measure.
Singh further said that the move will allow them to rope in more number of consumers and increase the sales, which in turn, will lead to enhanced milk procurement. Besides, the consumers will get processed milk at their doorstep. Officials said adulteration levels are high in the milk supplied by private vendors.

Welcoming the move, Brig (retd) Satyajit Singh, a resident of Sector 33, who buys milk from a private vendor said, "My vendor is very irregular. At times, he vanishes for days. I would prefer home delivery by Verka."
The federation has 12 milk unions and around 3,600 vendors in the state. To improve the sales of its milk products, primarily paneer, the federation is planning to launch a special drive to approach institutional buyers such as
hostels, hotels, restaurants and hospitals to get bulk orders. Hitherto, the federation was only concerned with small retail sales. Here again, said officials, in certain cases, adulterated product is sold to the naive consumers.
"We have no control over such substandard products. The only thing we can do is to provide a better option," said officials, adding that such steps are necessary to face competition from the private players in the state, who have an edge owning to better marketing strategies.

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