Parle Products has relaunched its milk biscuit brand, Milk Shakti in Tamil Nadu.

The relaunched Milk Shakti is fortified with seven vitamins and two minerals. It would be a wholesome product catering to the nutritional needs of young kids, said Mayank Shah, Category Head, Parle Products. “Given the reality of the present day’s requirements, children need more than just milk as part of their daily nutrition. With Milk Shakti, Parle aims to provide its consumers a product that will help parents manage their kid’s dietary requirement better.”

Parle Milk Shakti was first launched in southern market in 2002. It has since expanded across India.

Speaking about the relaunch, he told BusinessLine that South happens to be the biggest market accounting for 60 per cent of the total all-India milk biscuit market.

The growth in business has been around 12-24 per cent volume-wise and up 13-14 per cent in terms of value.

While products such as Parle Marie, cookies, cream and milk biscuits have been driving growth, milk biscuits as a product category showed some stagnation, necessitating the need for sprucing up the offering, he said, justifying the relaunch.

Aims at 15% market share

The company is targeting a market share of 15 per cent by the end of the next calendar year, up from 6-7 per cent at present.

It is also looking at strengthening its retail dealership network to 7 lakh in the next two quarters in Tamil Nadu from 3.5 lakh.

The investment on the relaunch would be ₹5 crore plus over the next six months, he said and added that the TV commercial would go on air within the next fortnight.

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