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MUMBAI: Milkfed Punjab, the Punjab State Co-operative Milk Producers Federation, is entering the Mumbai market with its dairy brand Verka.

It is introducing `Premium Punjabi' UHT milk along with two new variants under its Verka brand. "The initial market study has been encouraging and we are committed to orders of approximately 1 lakh litres per month. We will be pricing the Verka brand on a par with Amul but it will be at a lesser premium to the Nestle brand in the Mumbai market. The USP of Verka is its heritage and the fact that it comes from the land of Punjab which is known for its high quality milk," a press release here said.

Milkfed Punjab has tied up with four distributors and will be retailing its brand at supermarkets, hypermarkets and kirana stores across the city.

(This article was published in the Business Line print edition dated December 16, 2005)
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