The Thiruvananthapuram Regional Co-operative Union Launches a Premium Bottled Cow Milk Product, Priced at ₹70, and Fuels the Launch with a Lucky Draw.
In a bold move that is a key piece of data journalism and a new development in dairy economics, the Thiruvananthapuram Regional Co-operative Milk Producers’ Union (TRCMPU) of Milma has officially launched its new “Milma Cow Milk” in a one-litre bottle. This premium offering, priced at ₹70, represents a strategic decision by the cooperative to diversify its product line and cater to a growing consumer demand for convenience and high-quality packaging.
The new product is specifically formulated with a higher fat content than some of Milma’s other popular products, containing 3.2% fat and 8.5% solids-not-fat. The milk is packaged in premium food-grade plastic bottles, which sets it apart from traditional pouch-based offerings. This packaging choice also gives it a longer shelf life of three days when refrigerated, providing added value for both consumers and retailers.
To generate excitement and drive initial sales, Milma has launched a unique promotional campaign. Customers who purchase the new bottled milk on August 20 and 21 are automatically entered into a lucky draw contest. Ten winners will be chosen based on a 5-digit number printed on their bottle, with each winner receiving a prize of ₹15,000. This promotional strategy highlights the company’s commitment to engaging with its customer base.
In addition to the lucky draw, Milma is offering another incentive for early adopters. On August 20, customers who buy two bottles of the new milk from participating supermarkets will receive a 500 ml pouch of milk for free. This promotional deal is designed to encourage trial and accelerate the new product’s entry into the market. This kind of marketing is a critical component of successful agribusiness operations.
For the international dairy community, this launch is a powerful example of a cooperative adapting to market trends. By investing in new packaging, a higher-value product, and a dynamic launch campaign, Milma is demonstrating how traditional dairy companies can innovate to stay relevant and competitive. The introduction of this product is a clear signal that even in established markets, there is still room for growth and strategic product development.
Source: The New Indian Express, “Milma launches one-litre bottled cow milk at Rs 70”
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