Amid rapidly rising prices of milk in a bid to ensure remunerative rates to farmers, Baba Ramdev-led Patanjali Dairy on Monday launched toned cow milk at a cheaper price for customers. The newly introduced toned cow milk will be available at a price of Rs 40/litre from May 28. The price is Rs 4 cheaper as compared to milk prices set by the country’s two leading dairy companies Amul and Mother Dairy. Initially, the Patanjali cow milk will be retailed only in Delhi NCR, Rajasthan along with some parts of Haryana and Maharashtra.
The development comes days after both Amul and Mother Dairy, which largely dominate the dairy industry in India, hiked milk prices by up to Rs 2 per litre as it is paying more to farmers for procurement of milk due to rising cost of fodder. According to the new rate, set by Mother Dairy, a litre of full cream milk would cost Rs 53 from Rs 52 now, while half litre would have an MRP of Rs 27 from Rs 26 earlier. Full cream (Premium) milk would be sold at Rs 55 per litre and half litre at Rs 28.
The rate of toned milk has been increased to Rs 42 from Rs 41 per litre. Half litre pouch would cost Rs 22 from Rs 21 earlier. Double Toned Milk (Live Lite) would be sold at Rs 36 per litre from tomorrow from Rs 34 earlier. For 500 ml pouch, the rate has been revised to Rs 19 from Rs 18. The price of 500 ml skimmed milk (Dietz) has been hiked to Rs 21 from Rs 20. In cow milk, there has been no increase in rate for one litre poly pack but the half litre pack would be costlier by Rs 1 at Rs 22.
On the other hand, the revised price of 500 millilitre (ml) pack of 'Amul Gold' will be Rs 27, 'Amul Shakti' at Rs 25, 'Amul Taaza' at Rs 21 and 'Amul Diamond' at Rs 28.
In the meantime, the arrival of Patanjali cow milk seems to be a major challenge for dairy conglomerates in India, as the company has decided to sell its products at a very competitive and cheaper prices than the average market price. Apart from toned cow milk, Patanjali has also launched tetra pack full cream cow milk and cow butter at lower prices for its customers.
Addressing a press conference at Patanjali Gaushala Farm in Haridwar, Ramdev, the co-founder of Patanjali Ayurved Limited, said the company hopes to get some positive responses on its cow milk and other milk-based products including curd, butter, lassi, chach and paneer across the market. The Yoga guru also promised to launch herbal milk in the next few days.
Speaking about the company's product quality, Ramdev further stated the Patanjali dairy products are completely made from pure cow milk and that they are not using any chemicals in the production of these products. The cow milk used in the production is directly sourced from as many as 15,000 farmers across Rajasthan and Haryana, he added.