Milk Route, the flagship dairy brand of MokshaYug Access (MYA), has now partnered with all leading organised retail stores like Bharti Walmart, Food World, Auchen, Reliance, Big Basket and Total hypermarket, and general stores to bolster its presence in Karnataka.
The company will offer its array of liquid milk including UHT Tetra Pak in toned milk and low fat milk variants, which are fortified with Vitamin A. Other liquid milk products include the UHT Pillow Pack for both toned and low fat milk, which will be available from May 1, 2013. Pasteurised Pillow Pack, which is toned milk, has been in the market since October 2012. The sale of Milk Route’s pasteurised milk will continue through Bangalore’s network of suppliers covering the direct-to-home sales agents, which is expected to account for a majority of the brand’s revenues.
“With a continued commitment towards consumer wellness, Milk Route has launched a wide range of liquid milk products for consumers requiring various packaging options and access to milk that is rich in nutrients, safe and easy to use. The launch of its UHT toned and fat-free milk fortified with Vitamin A is a demonstration of this effort. Vitamin A is vital for one’s vision, regulating genes, maintaining healthy skin, supporting the immune system and producing red blood cells,” said Harsha Moily, founder and CEO, MYA.
“The launch of a wide range of products across Bangalore is an important milestone for Milk Route. The partnerships with various retail companies have definitely helped us take a step towards our objective to supply consumers with nutritious milk. The introduction of toned milk fortified with Vitamin A is a commitment to consumer wellness in a country where there is a deficiency of this vitamin. We will continue to identify gaps in the dairy sector and introduce products to fulfil consumer requirements,” he added.
