Baba Ramdev led Patanjali has decided to become an major player in the lucrative milk industry in India. In a direct challenge to existing biggies Amul and Mother Dairy, Patanjali has now launched toned cow milk, which is priced Rs 4 cheaper.
Both Amul and Mother Dairy had increased the price of milk by Rs 2, few days back.
Patanjali’s Toned Milk Launched
Patanjali has now launched toned cow milk, which is priced Rs 40 per litre.
The pricing is interesting, because Patanjali’s toned cow milk is Rs 4 cheaper than what Mother Dairy and Amul offers, for the same quality.
Along with toned cow milk, cow milk butter was also launched, which makes dairy portfolio of Patanjali really strong.
Last year in September, Patanjali had debuted their dairy offerings by launching cow milk, which was followed by cow milk paneer, curd, chaach and lassi.
Toned milk from Patanjali will be available in Delhi-NCR, Rajasthan and some areas of Maharashtra.
Since both Amul and Mother Dairy are Indian brands, Patanjali doesn’t consider them as foreign competitors. Baba Ramdev said, “There must be healthy competition among us since Mother Dairy and Amul are not ‘videshi’ brands”.
Baba Ramdev: This Is A Revolution
Cow milk variants from Patanjali will be processed at Patanjali’s own plants at Maharashtra, Rajasthan, and Meerut.
During the launch, Baba Ramdev described this as a revolution, since Patanjali will directly purchase milk from the farmers, thereby cutting the middlemen.
He said, “This is a revolution and historical moment in the dairy industry,”
As of now, Patanjali is buying 4 lakh litres of milk directly from the farmers, which will be soon expanded to 10 lakh litres, per month.
On asked why the price is Rs 4 cheaper than Amul and Mother Dairy, Baba Ramdev said that since they are buying milk directly from the farmers, they are able to afford this low price.
Milk Will Be More Expensive In Delhi Now
Days after Amul and Mother Dairy increased the price of milk across India, Delhi will bear the burden of additional expenses for milk.
Delhi Milk Scheme (DMS) has said that in order stay competitive, they will need to increase the price, and pass on the benefits to the farmers.
Delhi Milk Scheme comes under Department of Animal Husbandry, Dairying and Fisheries, Ministry of Agriculture, Government of India.
Animal Husbandry Secretary Tarun Shridhar said, “Both Amul and Mother Dairy have hiked milk prices. The DMS will soon follow suit as its retail prices are linked with Mother Dairy, which is a wholly-owned subsidiary of National Dairy Development Board (NDDB),”
Other cooperative milk brands like Nandini and Sudha are also expected to increase the price of milk in coming days.