Financial Daily from THE HINDU group of publications
Friday, Aug 15, 2003
Financial Daily from THE HINDU group of publications Friday, Aug 15, 2003 |
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Marketing
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New Products & Services Mother Dairy launches rosogolla, rajbhog Our Bureau
Kolkata , Aug. 14 BARELY eight days after it announced plans to manufacture and market "rosogollas", arguably the quintessential Bengali's favourite sweet, Mother Dairy Calcutta on Thursday launched the rosogolla and the rajbhog — another popular sweet here — in "hygienic and user-friendly" packets. The West Bengal Chief Minister, Mr Buddhadeb Bhattacharjee, launched the products at a brief function held here at Writers' Buildings, the State Government headquarters. According to official sources, each packet will contain either two rosogollas or two rajbhogs and will be priced at Rs 6 per packet. Mother Dairy Calcutta will source the raw materials and ensure quality control even as the products will be manufactured under third-party contract with Bengal Nestor's Industries Ltd. To begin with, the products will be retailed through Mother Dairy outlets within West Bengal. They will also be sold to the Indian Railways and airline companies. At a later date, plans will be firmed up to sell the products nationally and in export markets as well. . The launch of the rosogolla and the rajbhog by Mother Dairy Calcutta is part of the dairy products major's initiatives to offer value-added products instead of just milk. In the last few years, the company has introduced in the market several value-added products such as full-cream milk, sweetened curd, flavoured yoghurt, paneer, ghee and even packaged drinking water. The idea now, said informed sources, was to take appropriate marketing initiatives with a view to growing the market for Mother Dairy products that were on offer. Also on the agenda were increased production, strict quality control and intelligent pricing.
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