They say that anything done with earnestness and sincerity always pays. In a jungle like market of big dairy brands like Amul, Mother Dairy and countless other small enterprises, Neo Milk Products marked a quiet entry in the Delhi NCR market with the USP of Homelike taste. 5 years down the line with an impressive growth rate and an ever expanding market base, Neo Milk Products today are a common sight in the capital’s dairy stores and supermarkets. With a strong focus on quality as well as R&D, the company’s Dahi and yogurt products have slowly but steadily begun to find favour with consumers all over the capital.
Flavours like Blueberry, Mango and Strawberry in the yogurt category and probiotic, low fat Dahi varieties have brought innovation to the market in their own sense. Fine quality and taste and the positive consumer response have been very encouraging for them and this has only fueled their desire to succeed. As they begin to bring a whole new variety of products to the shelf and aim to begin operations in cities like Mumbai and Bangalore, the future prospects of the company look very bright and promising.
Startoholics had the pleasure to talk to Mr. Dinkar Suri (Director & President of Neo Milk Products) and to hear from him the idea behind the company and what’s in store for the future.
To anyone who’s never come across Neo Milk Products, how would you describe it?
Neo was originally a B2B company manufacturing sweetened condensed milk for industrial use along with the facilities to process milk that could be used to make other products as well. So, the company then decided to leverage this to bring a range of products that can take advantage of this growing market. But while doing this, the company was conscious that they wanted to bring to consumers something unique and hence we came up with the concept of Ghar Jaisa Dahi – the Dahi that tastes just like homemade Dahi. The point to be made is that while we are in the dairy industry we are not into selling just liquid milk as our aim and vision is to be a leading player in the value added segment.
What are you most excited about at the moment for the company?
Being a latest entrant in this category and choosing Delhi/NCR as our first market was the biggest challenge. But witnessing a remarkable consumer response and growing sales figure have made us content.
Has your product got the feedback and growth you expected since launch?
The B2C space being a new foray, we see ourselves growing in double digits in a very competitive market.
Who do you see as your target audience?
We are targeting SEC A, 25yrs-45yrs, working woman or homemaker, in any case it is the woman of the house. Our research has indicated that for the typical Indian housewife, Dahi is an integral part of her daily routine that tops the chart as a family health booster. This is seen as a vehicle to keep the family healthy and hence happy – fitting in perfectly with our tag line of ‘Happy wala Health ’.
How do you differentiate yourself from your competitors?
Our value proposition for Neo is based on the Ghar Jaisa Taste in Dahi making it closest to the Homelike Taste. Our unique formulation and recipe is already winning over the hearts of diehard fans of Dahi in Delhi/NCR. Our entire portfolio will be based on a similar platform and we believe that once a consumer tastes our product he/she will be won over. Apart from this, our economic price range also differentiates us from our competitors.
A very important factor for a consumer is the cost. How is the price range of neo milk products different from its competitors?
All our 400gm packages are available at Rs.40 and 200gm package at Rs.20. Other established brands charge more than us for the same quantity.
Where do you see Neo Milk Products after 5 years?
We want to create Neo a renowned, successful dairy brand with our reach across India.
What are your plans for promoting Neo Milk Products?
The marketing model revolves around the detailing of the product and a keen observation of the usages it is put to, i.e. market segmentation at the finest level. So the key is the product benefit and the communication to the target audience to create awareness assisted by strong BTL activities like sampling. In this Social Media plays a big role in engaging with the consumers.
What more do you wish to include to take Neo Milk Products to the next level?
Soon we are going to roll out flavoured yogurt, Lassi, Chanch (Buttermilk), Mishti Dahi. We will also come out with Paneer (Cottage cheese) in our product range. We expect to win over more consumers in next six months and target to expand our services to Mumbai/ Pune (West) and Bangalore (South) markets within the next 12 months.
Can you convince the reader to start using Neo Milk Products in under 50 words?
Our USP is our Homelike Taste – or Ghar Jaisa Dahi – prepared with a unique formulation and process. In fact it is consumers who have christened the product in this way. With a tagline of ‘Happiness in Health’, we also focus on the health of our consumers.
The strong focus on consumer satisfaction and work ethics, indicates a resonating moral code and a strong base. Neo Milk Products have taken its first baby steps to being a future market heavyweight with great precision and care and the results are beginning to show. As for the consumers, the products offer a refreshing change from the regular usual brands at affordable prices with the promise of good quality and taste. So next time you drop into your neighbourhood supermarket, do try a Neo Blueberry Flavoured Yogurt or a Ghar Jaisa Dahi flavour. And as the company promises, you’ll find yourself craving for more!