The lockdown saw the sale of milk cut down by almost half. The Kerala Co-operative Milk Marketing Federation (Milma) procures only 60% of the total output owing to the fall in sales. In the month of May 2021, they had launched a ‘milk challenge’ campaign. This initiative encouraged people to buy milk and milk products to boost their immunity. In addition, it also asked people to help farmers working in milk cooperatives survive in these tough times. Now, Milma has decided to diversify its products to include Instant Biriyani mix and other spices to keep up with the sale crisis.
Milma and instant biriyani mix? It doesn’t sound right. That’s what we thought when heard about this news. The crisis of the lockdown has forced the brand to expand its product offerings to increase sales. They are launching a vegetable biriyani mix that can be prepared in under five minutes. They’re also introducing their own rasam powder under Dairy Fresh of the Malabar Rural Development Foundation (MRDF).
Milma is banking on the credibility and age-old reputation to boost sales of their new range of products. Apart from the biriyani mix and rasam powder, they’re also launching turmeric powder, pepper powder, coffee powder, and ginger coffee or chukka coffee too. Their new line will prove to be a competitor in the Kerala spice industry because the brand holds household trust.
Are you wondering how they will bring in products like these when their strength lies elsewhere? Milma is partnering with Pisharody’s RTC Products to bring in the vegetable biriyani mix and rasam powder to the market. In partnership with the Wasuki Farmers Society of Wayanad, they plan to introduce turmeric powder, pepper powder, and coffee powder. For their ginger coffee range, they have tied up with Ayur Care Oushadheeyam.
As for the taste, we’ll have to wait and see how Malayalis respond to it once it hits the shelves of supermarkets and Milma outlets.