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.
"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.