Trivandrum: Kerala Cooperative Milk Marketing Federation (KCMMF), known by the brand Milma, is all set to revamp its brand image through the ‘Repositioning Milma 2023’ bringing uniformity in packaging and products, marking a major initiative to firm up its position as the market leader and equip to meet challenges from the domestic and global dairy brands.
Chief Minister, Shri Pinarayi Vijayan will launch ‘Repositioning Milma 2023’ on April 18. Minister for Animal Husbandry & Dairy Development, Smt J Chinchurani will preside over the function, Shri K S Mani, Chairman of Milma said while addressing a press conference here today.
Noting that the makeover of products is intended to meet the challenges in the dairy sector in the prevailing scenario, Shri Mani said the project has been finalised after more than one year of preparations, including a comprehensive market study.
He said Milma has to embrace a new packing standard and marketing strategy to vie with big domestic and global brands. As the first step, uniformity will be followed in the quality, design and production process of the liquid milk, curd, set curd, flavoured milk and ghee sold in the market by Milma and its regional milk unions.
Conceived with the financial and technical assistance of NDDB, ‘Repositioning Milma 2023’ envisages a holistic change and uniformity in packaging, design, quality of the dairy products and price to compete with any other brands. The project also aims at extending the marketing network of Milma, ensuring the availability of all dairy products of Milma in remote areas across the state.
Through this long-term plan, there will be a notable change in main functional areas like production, quality and marketing of Federation and regional milk unions.
Meanwhile, commenting on the entry of Nandini into selling liquid milk in Kerala, Shri Mani said that Milma does not want any confrontation with Nandini or Amul. “Both these are brands of respective milk marketing federations of Karnataka and Gujarat, and they should respect the territorial jurisdiction of their state federations. Selling liquid milk outside their respective state boundary is a violation of the basic tenants of the cooperative federation framework. Moreover, Milma is a bulk purchaser of milk from Nandini. Then why should they indulge in direct retail selling of liquid milk here?”
Shri N Bhasurangan, Shri M T Jayan and Shri Asif K Yusuf, MD of Milma were also present during the press meet.