Parag Milk Foods Pvt Ltd, one of the largest brands of dairy products, launched Topp-Up, a brand of energy milk, at the Trident in Nariman Point, Mumbai, on Wednesday. It is available in four flavours – rose, mango, elaichi and strawberry.Speaking at the launch, Devendra Shah, chairman and managing director, Parag Milk Foods Pvt Ltd, said, “With the launch of this product, we are entering the flavoured milk segment. It is available in innovative packaging with a ring crown pull cap, so an opener is not required.”
The Indian dairy drink market is estimated to be worth around Rs 3,500 crore. Parag Milk Foods Pvt Ltd has invested Rs 20 crore to manufacture Topp-Up at Manchar, Pune, and earmarked Rs 15 crore for marketing it. The product, whose shelf life is 180 days, is priced at Rs 20 per bottle.
Topp-Up is made of 100 per cent cow's milk and has 10 per cent extra protein. Mahesh Israni, Parag Milk Foods Pvt Ltd's newly-appointed chief marketing officer (CMO), said, “Milk beverages are the new in-thing. This segment is expected to grow by 20 per cent by 2020.”
Following its launch in Mumbai, Topp-Up will soon be launched in Pune and Goa, and plans are afoot to create a national beverage brand with pan-India distribution through the company's network.
The key objective in entering the beverage segment is to cater to the growing needs of young and on-the-move consumers, who seek safety, nutrition and convenience. With consumers becoming diet-conscious, flavoured energy milk is an ideal replacement for the aerated drink this summer.
