Dinshaw - Serving an extra glass per litre
Dinshaw’s is a trusted brand for Ice Cream, Milk & Dairy Products in India. Starting from Ice Cream in year 1932, the company has now grown into a large integrated dairy with a handling capacity of 5 lac litres per day. Fresh milk is sourced directly by the company from over 25,000 milk producers after series of quality checks at multiple levels enabling Dinshaw to deliver fresh, safe and wholesome milk and milk products to consumers all round the year.
Recently, Dinshaw’s brought a pleasant surprise for the milk consumers in Raipur, Bhilai and Durg. It introduced a scheme for consumers wherein with every litre of milk (2 X 500 ml) the consumer gets a Glass (150 ml) of Milk Free. This is like getting 15% milk extra for free.
Sanjeev Kotnala, Head catalyst - Intradia and Marketing consultant to brand Dinshaw said ‘Consumer promotion in Milk due to its service cycle and packaging needs special attention. We are looking at a promotion that is unique, has no issues and complexity in being delivered or redeemed and is instant. Additionally we wanted that every consumer must have equal chance of being benefited. This ONE GLASS MORE by increasing the milk pouch size is a neat way of doing so’.
Now, Dinshaw's 500 ml milk pack actually carried an additional of 75ml i.e. 575 ml milk. On buying two packs of 500 ml, the consumer gets 1150 ml – i.e. 150 ml extra – equivalent to a 150 ml glass of Milk extra. The scheme was launched with the trade in a function held at Hotel Mayura in Raipur.
Speaking on the scheme Mr. Jimmy Rana (MD, Dinshaw’s Dairy Foods Ltd) said: ‘Chattisgarh is an area of strategic importance for Dinshaw and we are here to enlarge our market share. I want every resident of Raipur and Bhilai to personally taste and feel the quality of our milk. We are committed to providing fresh, safe and wholesome milk, processed and packed in the most hygienic environment.’
Mr Anand Manda- Head Milk Sales India, said ‘The initial response of consumer as been great. The trade has also appreciated this scheme and we are seeing huge surge in demand for the Dinshaw’s milk in market. The sales and marketing teams have worked very hard on creating a good offer for the consumer and trade and we are confident of a rousing acceptance of the schemes from milk consumers of Raipur and Bhilai’
The Dinshaw ONE GLASS MORE promotion is supported in Print, Radio, Outdoor and POP covering more than 1000 shops.