THIRUVANANTHAPURAM:
Kerala Co-operative 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 Pinarayi Vijayan will launch ‘Repositioning Milma 2023’ at RDR Convention Centre, Edappazhanji on April 18, at 4.30 in the afternoon. Minister for Animal Husbandry and Dairy Development J. Chinchurani will preside over the function, Milma Chairman K S Mani told a press conference here on Monday.
Opposition Leader V D Satheesan will deliver the keynote address at the function where Transport Minister Antony Raju; Dr Shashi Tharoor, MP; Corporation Mayor Arya Rajendran; National Dairy Development Board (NDDB) Chairman Meenesh C Shah; and NDDB Former Chairman T Nandakumar will be the Chief Guests.
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.
Mani 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.
Other dignitaries at the launch event include Secretary of Department of Animal Husbandry and Dairy Development Pranabjyoti Nath; Director of Department of Animal Husbandry and Dairy Development A Kowsigan; Corporation Councillor Sheeja Madhu and Ernakulam Regional Cooperative Milk Producers Union (ERCMPU) Chairman M T Jayan.
K S Mani will deliver the welcome address while N Bhasurangan, Convener, Administrative Committee, Trivandrum Regional Co-operative Milk Producers Union (TRCMPU) will propose a vote of thanks at the event. Milma Managing Director Asif K Yusuf will present the report on the occasion.
N Bhasurangan, M T Jayan and Asif K Yusuf were also present at the press meet.
