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HindustanTimes Sun,20 Apr 2014

DS group enters dairy market, with 'ksheer'

Vivek Sinha , Hindustan Times  New Delhi, August 23, 2013
First Published: 23:34 IST(23/8/2013) | Last Updated: 08:24 IST(24/8/2013)

The Dharampal Satyapal (DS) Group, a Rs. 3,350-crore diversified business conglomerate is entering India's fast growing packaged milk market with its own brand "Ksheer", to compete with the likes of Nestle, Britannia and Amul.

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"We are betting big on the dairy and milk business. In the coming months, we will expand our range of dairy products," said Rajiv Kumar, vice-chairman of DS Group. He said the company is taking calibrated steps to cement its position in the organised dairy market, which is growing at 7% a year and is expected to touch Rs. 5 lakh crore by 2015.

Initially the "Ksheer" brand would offer milk in the UHT (ultra high temperature) category. By 2014-15, DS Group would offer poly-packed milk as well. UHT has a shelf life of around six months.

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