Grofers, an online grocery company, has launched its milk brand G-Fresh Milk, foraying into the milk business.
With this introduction, Grofers has joined the efforts of FFRC set up by FSSAI to fight micronutrient deficiency in India by making fortified milk accessible to millions of its consumers. According to the standards laid out by FFRC, G-Fresh Milk is fortified with Vitamin A and Vitamin D.
Vivek Prasad, Vice President, Private Brands at Grofers, said, “We are excited to enter the whole new market of packaged milk this year. This is a significant step towards delivering substantial value to our consumers through fortified Milk, which is an important part of daily nutrition. While the milk category is growing exponentially in India, we are making our foray into the dairy portfolio by launching fortified milk to fulfill the micronutrients needs of consumers.”
“Our strategic pricing of the product, which is around 12% lower than the competition, coupled with our extensive reach across India will surely lead to increased awareness and improved affordability & thus acceptance of fortified products,” he further stated.
The new G-Fresh Milk is available in two different variants, including Toned and Double Toned. The milk is priced around 12% lower than key competing products in order to make it more affordable for the consumers.
In the initial phase, G-Fresh Milk is available in Delhi NCR, Mumbai, Pune, Hyderabad, Bengaluru and Chennai, and will be expanded to more cities soon.