KEVENTER targets Rs. 250 crore revenue, 25% market share in East by 2020

L-R Ashutosh Manohar, MD, Tetra Pak South Asia; Mayank Jalan, CMD, Keventer; Saurabh Jajodia, CEO-UHT Milk, Keventer Agro

Keventer, one of the fastest growing Food & Beverage companies in Eastern India announced the launch of ‘Keventer Milk’ – UHT Milk prepared using Tetra Pak’s aseptic processing and packaging technology, offering consumers a safe and healthy product full of wholesome nutrition and natural goodness without any preservatives.

Ultra High Temperature (UHT) treatment is a food processing technology that sterilizes liquid milk, by heating it above 135 °C for 3 to 4 seconds thereby killing all the harmful bacteria while keeping the nutrition intact. The milk is then packaged in to pre-sterilized, tamper-evident, 6-layer Tetra Pak cartons which have a shelf life of six months and do not require any refrigeration or boiling.

The Rs. 150 crore investment envisaged a year ago by Keventer has seen fruition with Eastern India’s largest UHT Milk plant becoming operational. Spread over 55,000 sqft and equipped with the latest equipment, the facility has a processing capacity of 2,00,000 LPD (Litres per Day). The Barasat plant will serve customers in West Bengal, the neighboring states of Assam, North East, Sikkim, Bihar, Jharkhand, Odisha, Chhattisgarh along with Bhutan.

Speaking on the occasion, Mayank Jalan, Chairman & Managing Director, Keventer said“As an organization, we aspire for a healthier future for all and our endeavor has always been to provide our customers the most nutritious products. With the launch of ‘Keventer Milk’ we are happy to offer our consumers the highest standards of safety and nutrition by using the best-in-class technology that the world has to offer. The market has a huge potential to grow as UHT Milk only accounts for 2.3% of India’s organized sector whereas in countries like China, it contributes more than 60% of the total milk consumption. Hence, after pouch milk and ice-cream, venturing into UHT Milk business was a natural progression for us at Keventer.”

 

The unique aspect of the UHT Milk business is the fact that it benefits all constituents – consumer, producer, retailer, farmer as well as the environment. Indian consumers today contend with busy schedules and hectic lifestyles on one hand and are anxious about adulteration and impurity in food items on the other hand. The aseptic processing and packaging ensures that consumers can buy UHT Milk without any such worry. For the producer, reaching geographically wider markets is possible since UHT Milk has a long shelf-life and does not require refrigeration, thereby making transportation over long distances convenient.

Keventer sources milk from 20,000 dairy farmers, who are in a 100 km radius from the Keventer campus at Barasat, and this number is set to grow further thus contributing to their livelihood. The reduction in dependence on cold chain infrastructure, chiller capacities in supermarkets and convenience stores means reduced greenhouse gas emissions thus positively impacting the environment.

 

Saurabh Jajodia, CEO, UHT Milk, Keventer Agro said “The Indian UHT Milk Market is expected to surpass Rs.10,000 crores by 2023. In terms of volume, UHT Milk market in India is currently at 15,00,000 LPD;  with 30% being consumed in East India. In East alone, the UHT Milk market has grown by over 20% y-o-y over the last 5 years and we are well placed to capture a sizeable pie of this market with our distribution reach, locational advantage, long term partnership with the dairy farmers, expertise in marketing milk over the years and in-depth understanding of the local food consumption habits. We are hopeful of achieving Rs. 250 crore revenue and 25% market share in East by 2020”

‘Keventer Milk’ is available in 3 variants – Standardized (Thick & Creamy), Toned (Daily use) and Double Toned (Low Calorie) and has been competitively priced to make it affordable for the customers across East and North East India.

Ashutosh Manohar, Managing Director, Tetra Pak South Asia said “With evolving consumer habits, on the go consumption, growing awareness around food safety and focus on health & nutrition, the need for a solution like aseptic packaging and processing is more pertinent than ever before. At Tetra Pak, our vision is to make food safe and available, everywhere, and it is with the support of partners like Keventer that we are able to deliver on commitment. We are proud of our partnership with Keventer which goes as far back as 1989, and we are honoured to partner them in this new phase of growth”

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