After peda & khova, Aavin to treat buyers with ‘rasgulla’
After tasting success with its milk peda and khova products, Tamil Nadu milk major Aavin (TN Cooperative Milk Producers Federation) is all set to introduce ‘rasgullas’ in an attempt to compete with established sweet makers in the state. It also plans to introduce a dry fruit mix powder shortly, sources told DTNext.
Chennai
Aavin officials said that the milk major’s entry into this segment is based on its success with products like milk peda, gulab jamun, milk and dates khova variants, especially after introduction of the home delivery scheme in the SAF (South Asian Federation) Games village area in Koyambedu.
Discussions are now on whether to pack the rasgullas in 250 gram plastic sachets or in tins. Officials have advised tin packing to ensure longer shelf life and prevent leaking of the juice (jeera). As most private players already market this product in tins, officials felt that using sachets would be a dampener for the product’s overall marketability.
The plan was to provide the sweet for free to all legislators during the debate on grants to the dairy department when the State Legislative Assembly session commences convenes from June 14.
“Sales would begin on the same day in Chennai,” an official said, adding, “The necessary quantity of the product would be sourced from Aavin’s manufacturing units at Krishnagiri, Salem, Erode, Madurai, Tirunelveli and Coimbatore.”
Meanwhile, the dry fruit mix powder is currently under trial and it will be another month before it comes to the shelves, officials said. The trials are to ensure that it does not lead to any adverse reaction after consumption. “The product’s cost, packing and marketing strategy are being studied,” another official said.
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