PepsiCo forays into India’s dairy market
PepsiCo India Holdings Pvt Ltd, the maker of Quaker oats, Lays chips and carbonated beverages like Pepsi, said on Friday that it was venturing into the dairy market by extending its Quaker Oats brand to ready-todrink packaged milk.
“It’s a value-added, grainbased, fibre-fortified dairy beverage that is targeted to cater to nutrition needs of breakfast,” said Deepika Warrier, vice president (nutrition), PepsiCo India. While PepsiCo has been selling dairy products in the global market, it has, so far, stayed away from the category in India.
The local arm of the US food and beverages company will initially sell two flavours of Quaker Oats+ Milk, in 180ml on-the-go tetra packs priced at ₹30, and market it in the top towns.
The company is also working on “fusions” (a mixed beverage that will have milk, fibre, fruits, and more), Indian dairy-based products like chhas and lassi, and regional beverages more suited to specific markets.
“Some of these will be launched at opportune times,” Warrier added.
Not just Quaker, PepsiCo is considering launching dairybased beverages under other brands, including Tropicana.
In some of the countries, such as Russia, PepsiCo sells products like cheese and yoghurt.
Companies, including ITC Ltd, Tata Global Beverages Ltd and Britannia are readying themselves to tap the value-added dairy segment. Established players in the segment include Gujarat Co-operative Milk Marketing Federation Ltd, which markets Amul, Mother Dairy and Parag Milk Foods. PepsiCo’s rival Coca-Cola Co entered the dairy market in India with Vio milk drink last year.