Vadilal takes 'Power Sip' of the Indian flavoured milk market!

Ice cream and frozen processed foods major, Vadilal Industries Limited, has entered the Indian flavoured milk market with its new ‘Power Sip’ under the Vadilal Quick Treat umbrella brand. This new initiative is part of the company’s long term strategy to offer a wider range of frozen food products to consumers and its first major product launch in the beverages market. The potential for growth in the Indian flavoured milk is very good with an estimated annual growth rate of 15-20%. Vadilal will utilise its strong ice cream retail distribution network to make this new product a popular brand across India over the next few years.

Vadilal’s Power Sip will come in a 180 ml bottle priced at Rs 18 with three flavours - rose, elaichi and kesar. More flavours like chocolate, badam and coffee will follow in few months. No preservative are used in Power Sip and it has a long shelf life of six months.

Flavoured milk is largely an impulse category product and Vadilal will focus on making Power Sip available at tourist places, railway stations, bus stands, airports, schools & college canteens, etc. This brand targets people on the move who seek quick, healthy and hygienic way to refresh and re-energise. In today's changing and busy lifestyle, market for beverages in India is growing fast. Flavoured milk has become an experience which is relished by one and all. It has a huge potential to become a regular drink among various age groups.

Commenting on the flavoured milk launch, Devanshu Gandhi, Managing Director of Vadilal Industries Ltd said, “Power Sip is being launched in Ahmedabad first and over the next six months it will be sold across Gujarat. Thereafter, we will introduce this new product in Maharashtra, Madhya Pradesh and Rajasthan. Rest of India will follow in the second and third years. Our target is to capture 5-7% market share over the next three years and make Power Sip Rs 30 crore plus brand. This is our first major launch in the non-ice cream dairy sector and we plan to introduce more products in this space in future.”

Rajesh Gandhi of Vadilal Industries Ltd added, “After establishing the company as the second largest ice cream player and a leading player in the frozen processed foods market, we are now strategically looking at those segments which offer us value chain benefits and strong growth. The flavoured milk segment fits in well with our wide distribution network and a strong projected growth rate of 20% per annum in future. With an extensive distribution network of over 50,000 retailers, 250 stock keeping units (SKUs), 550 distributors and 32 CNFs across India, we are well placed to make Power Sip a successful national brand.”

Vadilal already has strong backward linkages with the farmer community for milk procurement for ice creams at its plant near Ahmedabad. Power Sip comes in a uniquely shaped bottle so as to ensure a proper grip for the consumer on the move. The logo design which shows the image of a lightning streak denotes a surge of energy/power that one can feel after drinking Power Sip. Strong and bold fonts are used to connote the solidarity and power which is also one of the inherent goodness of the milk inside.