Lactalis moves more brands into Indian market8 Dec 2020
French brand Lactalis is expanding its hold in the Indian market through the launch of its UHT toned Lactel milk brand. These one-liter packs are fortified with vitamins A and D will retail for Rs70 ($0.94).
Rahul Kumar, the managing director of Lactalis India said in a statement that the company is looking to have a market share of 5% within the next two years.
This French-headquartered multinational company has steadily increased its presence in India since 2014. In the last six years, the company acquired Indian dairy brands Tirumala, Anik and Prabhat. This latest release of UHT toned milk into the market is positioned to compete with the company’s competitors Amul and Nestlé.
Kumar was quoted in India’s Economic Times saying that the dairy category is growing at 15% annually in India, making it the “fastest growing” dairy market.
Lactalis is one of the largest dairy groups worldwide with distribution in more than 140 countries and sales of €20 billion per annum. Its Indian subsidiary records approximately €350 million in sales annually.
Fortified milk is not only in-demand in India, but it is becoming a requirement. Beginning by early 2021, the Food Safety and Standards Authority India (FSSAI) will require large-scale manufacturers and producers to begin fortifying edible oil and milk with vitamins A and D. Lactalis is already complying with these measures through this new product putting it ahead of the pack and positioning the company to reap the rewards of becoming an early adopter of the new labeling and nutrient system being rolled out in the country.
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