Parag Milk Foods enters mango drinks segment

Entering the lucrative mango drinks market with its 'Slurp' brand, dairy major Parag Milk Foods Ltd. will take the brand to the national level soon, a top company official said on Thursday.

"We will take the product nationally after seeing public response to the product in Chennai, Mumbai, Delhi and Kanpur," company Chairman Devendra Shah told reporters here while launching the product.

Parag Milk manufactures a range of dairy products and had earlier entered the beverages segment with its flavoured milk.

According to Shah, the company has identified the beverages segment as the growth driver.

Queried whether the company has any plans to enter the milk-based kids beverage segment, Shah replied in the negative.

The mango drink made of Alphonso mangoes and with a dash of milk comes in a 200-ml tetrapack priced at Rs 20. The company will launch the product in other packages also.

According to Mahesh Israni, Chief Marketing Officer, the Indian fruit drink market is worth over Rs 10,000 crore and the mango-based drink market is the largest in the segment.

--IANS

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