MilkLane, a Bengaluru based dairy start-up, launched its first milk product for the retail consumers in the city today. Adhering to international quality standards, the company is promoting and differentiating the new product as ‘Toxin and Antibiotic Safe’ milk. It has entered into the mass market consumer segment, after being active in the B2B segment delivering milk to industrial scale off-takers such as FMCG companies, industrial processors and milk product manufacturers.
According to the company, the high-quality milk is available in packaging of 500 ml and at an attractive price point of Rs 35. With no added preservatives, the milk is processed with Ultra-High-Temperature (UHT) technology to provide safe and enhanced 90-days non-refrigerated shelf life.
Earlier test-marketed in Bengaluru, MilkLane continues to receive good response from consumers and the retail stores. Within a very short span, the company has been able to expand its network with the product available on most e-commerce platforms such as Big Basket, BigBasket Daily, Grofers, Amazon Prime Now, Flipkart, Daily Ninja, Doodhwala and others. It has a presence in more than 450 retail stores in the city as well.
Highlighting about the launch, Akshaya Kamath, Director, MilkLane said, “Rise in urbanisation has led to change in lifestyles and consumers are increasingly opting for healthier options. There is a huge market appetite for high-quality milk in India. With our entry into the retail segment, we have laid the foundation for our business’ next growth pillar. The company has set an ambitious target of grabbing at least 10 percent of market share in Bengaluru within a year.”
Gaurav Haran, COO, MilkLane said, “MilkLane’s aims to create awareness and set the benchmark for offering high-quality milk to the Indian consumer. In fact, every batch of milk undergoes multiple stringent quality checks. Contamination of milk with aflatoxin and misuse of antibiotics in dairy farms could have serious public health implications. So, we take extra care by working closely with dairy farmers, providing proprietary high-quality cattle feed to mitigate the risks of milk contamination arising out of poor-quality feeding.”
Unlike typical central chilling/cold storage model followed by conventional milk companies, MilkLane works with a unique ‘bulk milk chiller’ (BMC) model which helps bring down the time taken for collection of milk thereby increases the shelf life and quality of the milk. Additionally, the BMC model is driving rural micro-entrepreneurs and providing livelihood opportunities to the youth.
MilkLane is associated with over 7,000 farmers spread across multiple states assisting them on the complete life cycle of the milk procurement process, providing veterinary supervision to enabling animal loans. MilkLane’s integrated procurement system ensures transparency and better earnings for the dairy farmers, while helps maintain strong quality checks as well.
MilkLane does not dry the milk to reduce the cost of transporting and storing. Thereby the company promises high quality cow milk with 3 percent fat and taste confirming to the international standards of milk quality.