The ₹5,200-crore turnover Godrej Agrovet has announced its entry into the value added dairy products with the launch of ‘Jersey Thickshakes’ in the southern market. It plans to come up with buttermilk and lassi in cartons.

This is part of the company’s strategy to transform itself into an integrated player in the ₹6-lakh-crore dairy industry. Godrej Agrovet, the largest player in animal feed, is increasing presence into cattle genetics and milk procurement through its subsidiary Creamline Dairy Products Ltd (CDPL).

Creamline Dairy

The Managing Director of Godrej Agrovet, Balram Singh Yadav, said the focus will be consolidation in the five southern States, diversifying into value added products and grow through expansion and acquisition. It has a 52 per cent stake in the ₹1,200-crore turnover Creamline Dairy.

The company plans to leverage its linkage to lakhs of farmers through its cattle feed and related service in partnership with the large base of Creamline through its installed capacity to process over 10 lakh litres and procurement from farmers across the five southern States to achieve its targetted growth in dairy, he told newspersons on the sidelines of the launch here today.

The Managing Director of Creamline Dairy, K Bhasker Reddy, said the Jersey thickshakes priced at ₹25 for 180-ml packs will be available in retail stores in the South. It will be manufactured at the plant near Hyderabad.

The company is looking at expansion with three new plants in Tamil Nadu and Maharashtra in the next three years. The Thickshakes will come in three flavours — chocolate, Banoffee (banana & coffee) and strawberry. It is being positioned as a healthy beverage alternative (snack) for kids and teenagers with 100 per cent real milk and essential nutrients, protein, calcium and Vitamin A, said Raj Kanwar, CEO, CDPL.

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