Britannia Industries on Tuesday said its dairy beverages brand Winkin' Cow has surpassed Rs 100-crore revenue mark and the food company is expanding its offerings to various segments in the category.
The company aims to grow the brand by 50 to 60 per cent every year with the infusion of consumer-led franchise-building as well as portfolio expansions, said Britannia Industries managing director Varun Berry.
''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,'' said Berry.
It has a strong presence in south and plans to scale up substantially in the north, he added.
''We want to continue growing the brand by 50-60 per cent every year with the infusion of consumer-led franchise-building as well as portfolio expansions,'' Berry said.
Launched in 2018 as a brand of thick shakes, Britannia has expanded its portfolio by adding lassi and flavoured milk, said a company statement.
''Britannia's Winkin' Cow clocks Rs 100-crore revenue in FY22,'' the company said, adding, ''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 beverages, represent some of the key factors driving the Indian dairy market, it added.
Britannia Industries chief business officer -- dairy business -- Abhishek Sinha said: ''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 and brand awareness. The category of dairy beverages in India is evolving and growing rapidly driven by a large young population and consumers' inclination to experiment with newer and healthier food and drink formats.''
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