Mumbai-based Parag Milk Foods has entered the beverage segment with the launch of ‘Topp-Up’.
The milk beverage category is estimated at Rs 3,500 crore with Amul as the leading player in the segment. Topp-Up is the fourth consumer brand from the company which already has brands such as Go (cheese, yoghurt, UHT milk ), and Gowardhan (milk, ghee, paneer, dahi ).
Addressing a press conference, Devendra Shah, Chairman, Parag Milk Foods, said, “We are planning to invest Rs 20 crore for a new plant while another Rs 15 crore will be the marketing budget for the brand. Topp-Up is priced at Rs 20 for 200 ml and available in four flavours - Elaichi, Strawberry, Rose and Mango".