Patanjali takes on Amul and Mother Dairy, launches toned milk

Patanjali Ayurved will source the milk directly from farmers and process it at its plants in Uttar Pradesh, Rajasthan and Maharastra.

Patanjali Ayurved in a bid to take big time on Amul and Mother Dairy has launched toned milk and table butter. The products are available in the market in the National Capital Region (NCR), Rajasthan, some parts of Haryana and Maharashtra.

At Rs 40 per litre, Patanjali’s new offering is about Rs 4 cheaper than that of its competitors. Amul and Mother Dairy each recently hiked prices by Rs 2 per litre citing higher procurement costs.

The company will source the milk directly from farmers and process it at its plants in Meerut in Uttar Pradesh, Jaipur in Rajasthan, and Nevasa in Maharastra.

“We transfer money directly into the bank accounts of over 15,000 farmers. Patanjali’s products in the dairy segment, such as cow milk paneer, curd, buttermilk and lassi have performed well in the market. We are also considering launching herbal milk and a full-cream variant of the cow milk,” said Baba Ramdev.

Currently the fast moving consumer goods (FMCG) company is procuring 4 lakh litres of milk a day and looking to scale it to 10 lakh litres.

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