Reliance Retail launches ‘Dairy Pure’ milk
Date of posting: 17-07-07
Reliance Retail has entered the dairy sector with the launch of its liquid milk brand called ‘Dairy Pure’. The milk was test launched in Hyderabad earlier this week.
Available across 43 Reliance Fresh stores in Andhra Pradesh, the liquid milk branded Reliance Dairy Pure has a launch price of Rs 9 for a half-a-litre packet, according to a Reliance Industries (RIL) official quoted in the Indian media.
Reliance Retail is at present procuring 10,000 litres per day at its procurement centre in Atmakur in Nellore district. Later in the year, Reliance Retail will launch Dairy Pure in 3 variants — family milk, low fat and whole milk. It would also diversify into a range of value-added dairy products believed to be yoghurt, cheese and ice creams.
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