Sale of Verka's lassi soar with mercury

  • Jyotsna Jalali, Hindustan Times, Chandigarh
  • Updated: May 27, 2014 19:58 IST

With temperature soaring, the city residents seem to have found solace in Verka's lassi as their sale has increased to all time high.

If those from the Milkfed whose products are sold under the name of Verka are to be believed, the sale of 250 ml salted lassi has gone up by about 70% this month as compared to May 2013. Also, the sale of plain lassi, sweet and salted lassi in tetra packs has gone up by about 25% and 6 to 8% respectively.

Senior officials from the Milkfed office in Sector 34 said the trend had changed this year and more residents had been opting for the salted lassi as compared to the sweet one that was the case in previous years.

Milkfed managing director Alaknanda Dayal said, “Both salted as well as sweet lassi are our signature products and no other company has been able to replicate it. The sales are on a consistent rise and we have seen consistent growth in the past few years. For Chandigarh people, Verka's lassi is synonymous with the summers.”

As far as the daily sales are concerned, compared to May last year, the sale has gone up about 30% this year. As per the data available with the Milkfed office, every day average sale of lassi in this month has been 50,000 liters a day, about 30% more than sales compared to last year. A senior official from Milkfed said the company had put the salted lassi on shelves only about three years back and since then the sales for them have been soaring.

The Verka booth owners in the city further corroborate this claim by the Milkfed officials. Ravi who works at the Verka booth in Sector 22, said, “Maximum demand these days is for the lassi and the stock we receive gets over by afternoon. As the temperature rises, so does the sale. The flavoured milk and curd are also in demand.”

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