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FACING STIFF competition from rival brands, Verka is set to revise the rates of its products. Verka will also set up two more plants in Punjab, including that of ice cream, to increase production of its product.
A senior official of Punjab State-Co-Operative Milk Producer’s Federation (Milkfed), which owns Verka, told Chandigarh Newsline that two new plants would be set up in Bathinda and Bassi Pathana in Fatehgarh Sahib district. The Bathinda plant would be exclusively for the manufacturing of ice-cream.
The official also said that the capacity of the existing plants would also be increased as part of a vigorous marketing strategy. The officer added that the rates of some of the products might be revised and some new products could be added to offer more variety to customers.
A Verka agent in Phase II, who did not wish to be named, told Chandigarh Newsline that after the arrival of Amul in the Tricity, Verka increased the commission per crate of milk. He said that earlier they get Rs 4 a crate as commission but now Verka is giving Rs 14 per crate.

                Verka milk products

“Earlier, Verka would not change damaged packets of milk and the agents had to shell out money from their own pocket but now Verka replaces the packets for the benefit of agents,” said the agent. Sources in Milkfed also told Chandigarh Newsline that Verka would soon allot 40 more booths in the Tricity so that it can give tough competition to its rivals. Milkfed managing director Manjeet Singh Brar confirmed the expansion plan. He added that although he could not disclose more details about the marketing strategy, there was a revamp in the offing. Booth allottees sore over new supply system Meanwhile, allottees of Verka booths in the city have written to Milkfed officials against the new system of distribution of milk. The allottees said that earlier they got direct supply from the Verka plant but now they get the milk supply through distributor. They have alleged that the distributers used to give supply of milk to private agents before Verka booths in the morning.