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In an apparent attempt to challenge the monopoly of the brand Amul owner Gujarat Cooperative Milk Marketing Federation (GCMMF) in the organized fresh cream manufacturing sector, Parag Milk Foods Limited, one of the leading manufacturers and marketers of dairy-based branded foods in India, today launched its Go Fresh cream in the state.

Addressing the media, Senior Vice President- strategic planning of the company Shirish Upadhyay said the GCMMF was the largest player in the Rs 12.7 billion organized sector in Fresh Cream with almost 40 per cent share.


”Still around 80 to 85 per cent of the fresh cream business was unorganised and that is where the opportunity lies. Being the only cow milk based company, we have advantage in this regard as the standard fresh cream is made of cow milk only. The organised sector is growing at a rate of 17 per cent. The central and western region of the country, where we have a strong presence, consumes the second highest 26 per cent of the total fresh cream. Northern region with 37 per cent was the highest in this regard,” he said, adding in the organised sector the largest consumer of fresh cream were institutional.

Chairman of the company, Devendra Shah said Go Fresh cream is an all purpose cream made with cows milk and is an important ingredient for our favorite Indian curries and wide range of desserts. “It has no added sugar, making it a healthy option for health conscious consumers. It has no added preservatives or artificial coloring and it comes in a 6 layered packaging which helps in retaining the nutrient value of milk and is convenient to consume straight from the pack,” he claimed.

Since currently the usage of fresh cream is concentrated more in HoReCa (hotel, restaurant and catering) segment like restaurants, bakeries, etc, we shall be focusing on tapping our pan-India distribution network, he said. Following the launch of Go Fresh cream, the company, which also manufactures Gowardhan cow ghee, today also organised a tasting session under the theme of Go Culinary Creations. During the session, leading chefs made various dishes using GO Fresh Cream, Cheese and other Go products for around 300 renowned chefs, caterers and Food and Beverage managers from different leading hotels and catering houses of Gujarat, who participated in the event.

The company is also investing in developing cold chain in transportation of its chilled and frozen products across the country. Its manufacturing facilities are located at Manchar, Maharashtra and Palamaner, Andhra Pradesh with a total capacity of 20 lakh liter per day, Mr Shah said.