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DS Group Launches Ksheer – A premium Dairy Brand
October, 2013

Dharampal Satyapal Group (DS Group) has announced its entry into the premium Dairy segment with the launch of Ksheer. Based on the brand idea “Purity well deserved” Ksheer, from the makers of Catch foods, will encompass a collection of specialized products. In the first phase of the launch, a range of ambient products will be introduced followed by a series of chilled dairy products. The products available on shelf at present are Ksheer UHT milk (toned, double toned and Slim ‘n’ Fit) and Cow Ghee.

Says Anshu Dewan, Director, DSMPL, “There is a rising concern of milk adulteration in India and increased demand for safe, healthy, convenient and ready to drink milk. We believe that purity comes from the top quality of the raw milk and aseptic processing, and are confident that we will be able to address this need with our Ksheer brand. UHT processing (aseptic processing) and UHT packaging helps protects the contents from light and oxygen, thereby increasing the life of the milk to six months.”

Other products in the pipeline are flavoured milk and dairy whitener, which will be launched in the third quarter of the current financial year. the company’s plant at Reengus in Rajasthan is undergoing modernization and capacity expansion for the launch of the new products.

Dairy Max, the existing brand, will be the volume driver for the company as it delivers quality products at an affordable price point, and is targeted at the retail as well as institutional buyers. The Company will leverage the distribution network of its popular spices brand Catch to market and distribute Ksheer, and simultaneously develop an exclusive network for the Dairy business. Ksheer will be available in leading retail and modern retail stores. In the first phase of its launch, it will cover Delhi-NCR, Rajasthan, J&K, east and north-east, and the western markets in the second phase.

Milk of life

Dharampal Satyapal Group (DS Group), a multi-diversified conglomerate, has forayed into the dairy segment with the launch of Ksheer brand. The brand currently offers UHT milk and cow ghee. The UHT milk is available in three variants – toned, double toned and slim ‘n’ fit. According to the company, this milk will remain fresh for six months in ambient temperature. the three variants of UHT milk are available in 1 litre tetra packs, priced at Rs. 58 for toned, Rs. 57 for double toned, and Rs. 60 for slim ‘n’ fit. Cow ghee is available in 1 litre tin for Rs. 375 and 500 ml tin for Rs. 190. The Ksheer range of products is available in key retail outlets and neighbourhood grocery stores.