The Hindu Business Line : Hatsun Agro to launch Santosa brand of milk

According to the company's Chairman, Mr R.G. Chandramogan, Santosa, full-cream buffalo milk, will initially be introduced in Chennai on January 19, and in stages extended across Hatsun's entire network.

With a turnover of over Rs 450 crore, the Chennai-based company is among the largest private dairies and handles about a million litres of milk a day. It markets Arokya (standardised milk), Komatha (toned milk) and the premium brand of Arun ice-creams, apart from a range of dairy products such as curd and buttermilk.

He said the major target for Santosa would be the institutional segment. The milk costing Rs 19 a litre would be available in 1-litre, 2-litre and 500-ml packs. Hatsun plans to sell about 15,000 litres initially and expects to increase sales to about 70,000 litres in the first year of sales.

The company has aggressively branded milk to exploit the market shift from commodity-based to branded sales. With the introduction of Santosa, Hatsun is present across a range of milk categories, including standardised, toned and full-cream milk catering to varied market segments.

Hatsun is continuously expanding its presence and is the largest private sector player in Tamil Nadu, with dairy facilities in Salem, Madurai and Kanchipuram.

It also has a significant presence in Karnataka, with dairy facilities in Bangalore and Belgaum, and in Maharashtra and Kolkata.

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Hatsun Agro to launch Santosa brand of milk