8/14/2019 Parag Topp-Ups portfolio with flavoured milk _ Marketing.pdf

1/3

HOMElatest-storiesPMMAO

YOUTHWOMENMENKIDSFAMILYRURALLUXURYCOLUMNS

ArchivesAbout UsTeamContact Us

Get your daily dose of marketing updates & analysis right in your Inbox. SUBSCRIBE to our NEWSLETTER to keep informed | Click here tosee the post event docket of PMMAO

Read Pitch online

Brand News

CommentsLatest

Comments

Abhijeet Roy:Isn't it XYLYS and not XYLUS?

P.K.Verma:Great insights....Needless to say...access of internet has changed the way

g Topp-Ups portfolio with flavoured milk | Marketing,... http://pitchonnet.com/blog/2013/04/18/parag-topp

3 11/1/2013 1

8/14/2019 Parag Topp-Ups portfolio with flavoured milk _ Marketing.pdf

2/3

Sumit Roy:I guess it's possible to have a "healthiest cooking" award in a MasterChef

ABHIJIT ROY:The Culprit in this sordid saga of course is the BCCI in its imperious Avat

Deepak Dongre:I find it slightly over the line. Now too girls getting active into a wardr

Ria:Time to have embeded ads in TV serials.

Rita Singh:Now Titan needs to go regional and rural. Also come up with innovative ways

Sibaji ghosh:I want to know abut distribution & company support for north bengl

Karan:In simple words, the so called hypothetical dip stick surveys & "genera

Salma Bala:I most demeaning sordid advt,stinks of fuedlelistic attitude! The poor ser

Latest

November 1, 2013 at 10:25 Discounts lure Indians to buy online this Diwali 0

November 1, 2013 at 10:15 Top 5 brands popularly associated with sports sponsorships 0

November 1, 2013 at 9:00 BRAND NEWS 1

October 31, 2013 at 10:50 When an aspirational brand turned relational 0

October 31, 2013 at 10:30 The long life cycle of brand Krrish attracts marketers 0

October 30, 2013 at 10:29 Micromax eyes the number one spot in India, looks to expand in the overseas market 0

October 29, 2013 at 10:19 CASE STUDY: Colgate creates brand recall for its value pack 1

October 29, 2013 at 10:10 New and Old Spice 0

October 28, 2013 at 10:11 Brands look towards the mobile space as GSMA report predicts unparalleled growth for the mobileecosystem by 2020 0

October 28, 2013 at 10:00 MTV wins 2 awards at the 22nd World Brand Congress 0

By: PitchBEVERAGES, FEATURED, latest-stories, SECTORS, YOUTH| April 18, 2013 |

Parag Topp-Ups portfolio with flavoured milk

Parag Milk Foods, the manufacturer of Go cheese, Gowardhan Milk, Yoghurt, Ghee, Paneer, Dahi amongothers has forayed into the beverage segment targeting its new product Topp-Up towards health-conscious people. Topp Up will beavailable in four flavours and is being pegged as a product for fitness-freaks who want to get energy and nutrition, on the move. Thecompany claims that the products shelf life is about six months, which is achieved by the retort sterilisation technology and innovativepackaging.

Devendra Shah, Chairman, Parag Milk Foods says that with the launch Parag has officially enter the health beverage segment and Topp-Upwill be face of Parag Milk Foods in the segment. While we have started with flavoured milk, we would be launching a slew of innovative andattractive beverages for different set of consumer segments, over few months, he adds.

g Topp-Ups portfolio with flavoured milk | Marketing,... http://pitchonnet.com/blog/2013/04/18/parag-topp

3 11/1/2013 1

8/14/2019 Parag Topp-Ups portfolio with flavoured milk _ Marketing.pdf

3/3

Share this:

Mahesh Israni,CMO, Parag MilkFoods

Mahesh Israni, CMO, Parag Milk Foods, says that, the beverage is equipped with a ring pull cap making it convenient for the consumers onthe go. It is also competitively priced atRs.20 for 200 ml. currently the drink is available in Mumbai, Pune & Goa. Soon we plan to expand ourdistribution PAN India through our existing strong network, he adds.

According to ASSOCHAM the dairy industry is expected to reach Rs.5,00,000 crore by 2015 with the milk production rate expected to reachabout 19 crore tonne in comparison to the 12.3 crore tonne. According to USDA (United States Department of Agriculture) India holds a 17per cent share in dairy production globally.

Shah says that the key objective in entering the beverage segment is to cater to the growing needs of young and on the move consumers,who seek safety, nutrition and convenience. With consumers becoming diet freaks, health conscious and turning away from junk food andaerated drinks, Topp-Up is an ideal energy drink to replace the aerated drinks this summer, he opines.

Parag Milk Foods established in 1992 has its plants located in Manchar, Maharashtra and Palamner, Andhra Pradesh. It also to have its owndairy farm called Bhagyalaxmi where it hosts 3,000 specially bred Holstein Freisens cows.

Tags: ASSOCHAM, Go cheese, Gowardhan Milk, Parag Milk Foods, Topp-Up, USDA

Leave a Reply

Copyright 2013 Marketing, Advertising, and Media News | Pitch Magazine India. All Rights Reserved

g Topp-Ups portfolio with flavoured milk | Marketing,... http://pitchonnet.com/blog/2013/04/18/parag-topp

3 11/1/2013 1