India’s Online Supermaket giant Grofers recently made a surprising announcement that they had taken a big leap by entering into the packaged milk business with the launch of its milk brand – G-Fresh Milk.
Gofers said that with the launch of ‘G-Fresh Milk’, they are joining the efforts of FFRC set up by FSSAI to fight micronutrient deficiency in India by making fortified milk easily available.
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Vivek Prasad, Vice President, Private Brands, Grofers said, “We are excited to enter the whole new market of packaged milk this year. This is a significant step towards delivering substantial value to our consumers through fortified Milk, which is an important part of the daily nutrition. While the milk category is growing exponentially in India, we are making our foray into the dairy portfolio by launching fortified milk to fulfil the micronutrients needs of consumers.”
Vivek Prasad, added, “Our strategic pricing of the product, which is around 12% lower than the competition, coupled with our extensive reach across India will surely lead to increased awareness and improved affordability & thus acceptance of fortified products.”
G-Fresh Milk is currently launched and its accessible in Delhi National Capital Region, Mumbai, Pune, Hyderabad, Bengaluru and Chennai in the first phase and soon will be expanded to more Indian cities soon.
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G-Fresh Milk is an excellent combination of nutrients, taste, thickness and purity sourced from Schreiber Dynamix, the leading dairy manufacturer. Available in two different variants: Toned and Double Toned, the milk is priced around 12% lower than key competing products to make it more affordable for the consumers.
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Grofers has made huge efforts to futher diversify and expand its own range of brands over the last one year. The company has over 800 products spread across various categories such as Staples, groceries, kitchen ingredients, Fast Moving Consumer Goods category, personal hygiene products like soaps, shower gels, facewash, household needs like cleaning products, furnishing items and several other products under its own umbrella.
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The company is also planning strategic business models to increase its range from 800 products to 1200 products by the end of 2020.