Kerala Cooperative Milk Marketing Federation (KCMMF), known by its brand name Milma, signed an agreement with Lulu Group for the sale of its dairy products through the retail major’s vast network of hypermarkets and malls in the Middle East.
The MoU was signed by KCMMF managing director Asif K Yusuf and Lulu Group director Salim M A in the presence of Kerala Industries Minister P Rajeeve, Kerala Principal Secretary (Industries and Norka) Suman Billa, Lulu Group CMD M A Yusuff Ali and KCMMF Chairman K S Mani on the sidelines of the World Food India-2023 at the Pragati Maidan here.
Initially, Milma‘s five products with long shelf-life will be available in Lulu’s hypermarkets. They are ghee, premium dark chocolates, golden milk mix powder (health drink), instant paneer-butter masala and paladapayasam mix.
Mani said Milma, on realising that its traditional products (milk and curd) alone cannot take the cooperative forward, has been boosting its sales on value-added products such as ghee, butter, cheese and yoghurt to cater to the tastes of the modern generation. “Our tie-up with Lulu is set to open new avenues for Milma products in the Middle East,” he pointed out.
KCMMF MD Asif K Yusuf said the pact with Lulu is estimated to generate a sale of Rs 1,000 crore in the first two years. “We aim to increase the product list to 25 to be sold at Lulu outlets,” he added.
Lulu CMD Yusuff Ali termed the industrial climate in Kerala as healthy, hailing the government’s efforts towards improving Ease of Doing Business that permits start of business within 48 hours of application. “Our MoU with Milma will better the prospects of the dairy farmers of the state,” he added.
Lulu director Salim M A said the company had found that the Milma products were of high quality. “Currently, we are selling only those products which have a decent shelf-life. We are in talks with Milma on finding ways to ensure a better range of their other dairy products,” he revealed.
