Quality and new marketing strategies help Milma post higher sales  

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Building on the strength of quality and innovative marketing strategies, Kerala Co-operative Milk Marketing Federation (KCMMF), known by the Milma brand, recorded a significant increase in milk sales in the first five months of 2023, with the daily average exceeding 16.27 lakh litres, compared to 15.95 lakh liters in Aug-Dec 2022.

As part of its efforts to consolidate its position as a market leader and meet the challenges of competitors, Milma earlier this year adopted innovative marketing strategies, taking into account consumer tastes and emerging market trends.

With the “Repositioning Milma 2023” initiative launched in April of this year, Milma has successfully achieved uniformity in quality and packaging across its product portfolio across the state.

Thanks to the financial and technical assistance of the National Dairy Development Council, “Reposition Milma 2023” had the aim of enhancing consumer confidence, which contributed significantly to the sharp increase in sales within a short period. Milma’s marketing network has also been expanded, ensuring that its entire product portfolio is available even in the most remote areas of the state.

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Milma Chairman KS Mani said it was important to note that Milma had achieved this staggering increase in milk sales amid challenges posed by some other state-run brands, brazenly violating the core principles on which the cooperative dairy movement in India was founded.

“It is deeply disturbing that some state dairy federations have recently been encroaching on boundaries set by the sound principles and best practices of cooperative federalism. This will seriously harm the interests of dairy farmers in the country as a whole. Melma has already expressed serious concern about this trend, which should Curb it with collective efforts.

“Despite this challenge, Milma has been able to record remarkable growth in sales, mainly due to the quality of its products and the unbeatable consumer confidence it enjoys. Milma has also ensured that 83 percent of its income goes to dairy farmers, who are the true stakeholders “.

Milma’s annual turnover rate in 2021-2022 was 9 percent, which increased to 12.5 percent in 2022-2023.

Aside from increasing sales, Milma is also focusing on increasing milk purchases in the state. To achieve this, Milma will soon introduce more innovative initiatives with the support of the government and its allied departments.