The Hindu Business Line : Nestle bullish on probiotic curd

Bangalore, Aug. 9 Nestle India is confident that its recently launched ‘NesVita’ probiotic dahi (curd) will do well and contribute 30-40 per cent of its overall dahi sales.

Nestle’s probiotic dahi, which consists of good bacteria that enables digestion, has been launched in Delhi, Mumbai and Bangalore.

The company already sells skimmed dahi, dahi and fruit yoghurt in the country.

Although the company did not disclose sales figures of dahi, Mr Mayank Trivedi, General Manager (Dairy Division), said that the company has 30 per cent market share in the dahi business in the six metros.

Nestle’s dairy and nutrition business, which includes milk powder, liquid milk, dahi and yoghurt, contributes 48 per cent to the company’s sales of Rs 2,800 crore in India.

The dahi market in the country is estimated at 40,000-50,000 tonnes.

Nestle plans to roll out the probiotic dahi, which is available in packs of 200 gm (priced at Rs 15) and 400 gm (Rs 25) to other cities by the end of the year.

About Rs 5 crore has been invested in advertising.

The company refused to disclose other investments.

The dahi is manufactured at units in Haryana, Pune and Tirupati.

Globally, probiotic products form a $14-billion market.

While yoghurt and yoghurt-based products are growing at 14-15 per cent, probiotic yoghurt is growing at 25 per cent globally, said Mr Trivedi.

The company plans to launch more dairy products such as milk for the lactose-intolerant and diabetics.

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