Parag Milk Foods launches 'Topp Up'

Parag Milk Foods (Pvt.) Ltd, one of the largest private dairy player and manufacturer of leading brands Go (cheese, Yoghurt, UHT milk etc) and Gowardhan (Milk, Ghee, Paneer, Dahi etc) today entered the beverage segment with the launch of ‘Topp-Up’. Topp-Up is the 4th consumer brand from the company specifically targeted towards health-conscious people seeking energy & nutrition, on the move. Parag has forayed in this segment with “Topp-up” brand with launch of flavored milk. This will be made available to consumers initially in four flavours - Elaichi, Strawberry, Rose and Mango.

Speaking on the occasion, Mr. Devendra Shah, Chairman, Parag Milk Foods Pvt. Ltd said, “Today Parag is immensely proud to enter the health beverage segment. Topp-Up is our brand for health beverages and will be face of Parag Milk Foods Pvt. Ltd. in this segment. While we have started with flavoured milk, we would be launching a slew of innovative and attractive beverages for different set of consumer segments, over few months. Parag is known for innovation and attractive packaging as well as marketing campaigns and with this new brand “Topp-up” as well, we are continuing 

this tradition. The key objective in entering the beverage segment is to cater to the growing needs of young and on the move consumers, who seek safety, nutrition & convenience. With consumers becoming diet freaks, health conscious and turning away from junk food and aerated drinks, Topp-Up is an ideal energy drink to replace the aerated drinks  this summer.

Mahesh Israni, the newly appointed CMO was exhilarated on the launch and stated, “The drink is targeted towards young, fast on the move and health conscious consumers with the ring pull cap making it convenient for the consumers on the go. This is another innovation by Parag in the beverage market. It is also competitively priced @ Rs. 20 for 200 ml. currently the drink is available in Mumbai, Pune & Goa. Soon we plan to expand our distribution PAN India through our existing strong network”

Topp-Up’s shelf life of 180 days is achieved by the retort sterilisation technology and innovative packaging which seals the freshness inside preventing the entry of air, light and bacteria.

According to the industry estimates, the value of the dairy drinks market in India is around Rs. 3500 crores. Parag Milk Foods Pvt Ltd will compete with existing players in this category.