On the occasion of World Milk Day, Britannia Industries, one of the country’s largest Dairy Marketers, announced that Winkin’ Cow, its brand of dairy beverages has surpassed the Rs 100 crore revenue mark in just over 3 years of launch.
Launched in 2018, as a brand of thick shakes, the portfolio has since been expanded to include lassi and flavoured milk. It is available in exciting flavors and the brand’s new ‘Blue Cow Mascot’ represents bringing “Excitement to the world of Goodness”. Britannia has also invested aggressively in omni-channel distribution and brand building consistently since launch to become a large player in the value-added dairy category.
Owing to the success of its dairy beverage portfolio, the company plans to ramp up milk procurement and processing in its Ranjangaon facility. Britannia has invested Rs 600 crore in its Ranjangoan Factory in Maharashtra, for a dedicated backward integrated dairy factory. The growing penetration of western food trends, along with the increasing demand for ready-to-drink (RTD) beverages, represent some of the key factors driving the Indian dairy market.
Sharing his thoughts on the milestone, Varun Berry, managing director, Britannia Industries said, “We are extremely bullish on Winkin’ Cow and want to be a dominant player in the milk-based Beverages category. We plan to extend our offerings to various segments of the dairy drinks category, from affordable SKUs to premium and indulgent experiences and are looking for an All-India outreach with a focus on top metros. While we have a strong presence in South, we plan to scale up substantially in the North. We want to continue growing the brand by 50%-60% every year with the infusion of consumer-led franchise-building as well as portfolio expansions.”
Abhishek Sinha, chief business officer - Dairy Business at Britannia Industries further added, “Winkin Cow is one of Britannia’s most successful product innovations and it is our endeavour to be a leader in the value-added dairy category. The brand currently offers delicious thick milkshakes, flavoured milk and lassi in delicious flavours and convenient packaging. In spite of the onslaught of the pandemic in the last two years and on-the-go consumption getting deeply hampered, Winkin’ Cow did well on the back of wider distribution, availability & brand awareness. The category of dairy beverages in India is evolving & growing rapidly driven by a large young population and consumers’ inclination to experiment with newer & healthier food and drink formats. We are committed to continue building Winkin’ Cow brand through exciting innovations, packaging and consumer facing investments in future. Launch of our dairy facility at Ranjangaon is a firm step forward toward this commitment and a huge boost to our vision of making Britannia a Global Total Foods Company.”