Mukesh Ambani dons milkman's hat with 'Dairy Pure'

Reliance Retail is trying to lure customers with 10 per cent extra milk in every packet than that of its rivals for the same price. India's top 10 business houses

By PTI | Nov 15, 2009, 06.17 PM IST

NEW DELHI: Milk is industrialist Mukesh Ambani's newest business muscle and his corporate dairy is looking for refrigerator space at mom and pop stores, in addition to vending from Reliance Retail stores.

With the beginning of sale of 'Dairy Pure' through general milk retailers, as opposed to mostly through Reliance Retail-owned stores now, the company expects further growth in this business.

The milk business turnover grew nearly 3-fold to over Rs 178 crore last fiscal.

Living up to its reputation of entering a market with a competitive edge in terms of pricing, Reliance Retail is trying to lure customers with 10 per cent extra milk in every packet than that of its rivals for the same price.

When contacted, the company spokesperson told PTI that Reliance Retail was expanding and further strengthening its milk retailing business through its private label under 'Dairy Pure' brand.

Besides Reliance stores, the milk brand is also being sold "through general trade (including milk retailers) in Haryana, Punjab, Andhra Pradesh, Tamil Nadu, Rajasthan, NCR (National Capital Region) and Himachal Pradesh," the spokesperson added.

On their part, rivals are welcoming a large corporate in the market saying it would benefit both farmers and customers, but are not perturbed by the competitive pricing as they consider it too small a player as yet to eat into their pie.

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