The purple colored packs are being produced at the milk major’s Ambattur, Sholinganallur and Madhavaram dairies.
Aavin on Tuesday launched a milk variant in Chennai – cow’s milk fortified with vitamins A and D. The purple colored packs are being produced at the milk major’s Ambattur, Sholinganallur and Madhavaram dairies.
The cost of half a liter of the new variant will be Rs 22. As per the norms of the Food Safety and Standards Authority of India (FSSAI), it is termed as cow’s milk and contains 3.5% fat, 8.5% solid non-fat (SNF).
Aavin sources said FSSAI was recommending the Tamil Nadu Cooperative Milk Producers Federation, whose popular brand is Aavin, to add vitamin supplements to help certain sections of the population, including children and the elderly, with vitamin deficiencies.
“He has suggested that all our variants have fortification. This is being done on a pilot basis and if there is a demand for such fortification it will be included in other variants as well.
The fortification is being done under the supervision of experts from FSSAI, TISS and the quality control wing of Aavin. Aavin was provided with a set of standard operating procedures.
When asked how it was being branded as cow’s milk, an official said that Chennai did not get buffalo milk. “Only Erode gets buffalo milk but it was being consumed locally. Quantity is not much. Cow’s milk conforms to FSSAI standards.
Meanwhile, milk retailers and wholesalers have objected to Aavin officials asking them to buy this variant additionally.
‘same cost’
SA Ponnusamy of the Tamil Nadu Milk Dealers and Laborers Welfare Association said the new variant had 1% less fat than green milk (standardised milk), but was priced the same. “Customers will think twice before choosing it,” he said. We cannot sell it.
Aavin’s current procurement is 29.5 lakh liters of milk a day, out of which Chennai takes 14.5 lakh liters of milk per day. Out of this, 7 lakh liters is Green Magic, 4 lakh liters of blue toned milk and 3 lakh liters of orange colored full cream milk.