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Milk firms mantra to extend shelf life

BHUBANESWAR: Milk Mantra, a new dairy firm, has started expanding its distribution network in the State.
 It launched two ..

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Updated:February 19, 2012, 8:30 AM IST
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Milk firms mantra  to extend shelf life
BHUBANESWAR: Milk Mantra, a new dairy firm, has started expanding its distribution network in the State.
 It launched two ..
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BHUBANESWAR: Milk Mantra, a new dairy firm, has started expanding its distribution network in the State.
 It launched two products __ homogenised milk and ‘paneer’. The firm started selling the products two months back through its own cold-chain units or home delivery. At present, it is catering to around 1,800 households in Bhubaneswar and Cuttack.
 The company also sells its products in Kolkata through the retailers __ Big Bazaar and Spencers. ‘’Our products are doing really well in Kolkata and selling like hot cakes,’’ said the company’s MD and CEO Srikumar Misra told this paper on Saturday. It is in talks with Reliance Fresh retailers to distribute the products in the City. The products will be available at the retail chain within a week, said Misra.
 The products are distinctly different from others in the market due to their high-quality packaging. The company has developed a special TRIPAK material that facilitates the milk to have a longer shelf life of more than three days. Even paneer has a longer shelf life of more than 21 days as compared to 10-15 days of other companies’ products.
 Around 4,000 farmers from villages in Puri and Cuttack are providing milk to the company. Its plant has a capacity to produce 75,000 litres a day but is now utilising only 15 per cent of the capacity. ‘’Our main focus is to provide good quality product to consumers. This is the reason why we are not looking at aggressive expansion plans,’’ explained COO Ashit Mahapatra.
 They are also hopeful of doing better if they get the support of the State Government. Currently, the BMC has let the Omfed booths for sale of milk.
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