CavinKare the homegrown diversified FMCG group from south India led by C K Ranganathan ventured into the dairy business in 2009 and is already making its presence felt with leading innovations in line with its business mantra to make 'innovations the way of life.'
Vision
With a strong vision for the long-term and investing heavily in state-of-the-art technology and R&D, CavinKare has recently launched New "Cavin's Pure+" range of UHT milk that lasts for 120 days in a revolutionary multilayer 'NEW GEN' pouch pack that keeps milk fresh without the need for refrigeration.
This is first-of-its-kind in India and CavinKare's dedicated R&D worked together with chosen vendors to develop the unique 'New Gen' multilayer poly pack suitable to Indian conditions to keep milk fresh for more than four months.
Packaging
The packaging offers outstanding barrier properties and high resistance to organic solvents to safely preserve the high quality milk. This is the first time that UHT milk is offered in a format other than Tetra Pak in India, where 99% of the regular milk, which is basically pasteurised, is sold in HDPE pouches across the country.
The new well designed and innovative packaging mimics the regular milk pack format and the milk is competitively priced to encourage consumers to conveniently upgrade to the high quality and long lasting UHT milk. Cavin's Pure+ is available in a range of regular milk variants namely 'Standardised Milk,' 'Toned Milk,' 'Double Toned Milk' and the niche 'Diet Milk,' in pack sizes of 500 ml family packs and 200 ml single serve pouch packs.
Benefits
Cavin's Pure+ offers superior benefits to consumers and retailers alike in the Indian market. Consumers can now afford to get milk that has 0% bacteria and which is 100% pure without any preservatives, which can be stored for up to 120 days without refrigeration and consumed directly even without boiling.
Children especially will love the benefit of having cold or fresh milk with their breakfast cereals, home-made milk shakes and so on. Consumers need not fear that their milk would get spoilt during the summer months or during power-cuts as this milk need not be refrigerated.
Convenience
Today more than 80% of consumers buy their daily milk from nearby shops every morning. They can now conveniently buy and store Cavin's Pure+ milk for several days. Likewise these packs would benefit retailers too. Retailers need not refrigerate this milk or keep their refrigerators running all night thus saving precious electricity. They can now conveniently stock and also ensure milk is available at all times. They need not fear damages due to spoilage which could be high in the cash and carry milk business."
While Cavin's Pure+ UHT milk has been successfully launched in Tamil Nadu, CavinKare is extending it across the south Indian markets initially and will then go national. The product has gained widespread acceptance among consumers and already contributes to more than 10% of the company's regular pasteurised milk sales, which is a phenomenal achievement within a short time. CavinKare's strong distribution network provides the right platform to ensure that Cavin's Pure+ is successfully rolled out and made available pan-India.
