BHUBANESWAR: Odisha-based dairy startup Milk Mantra on Wednesday launched its flagship functional health drink 'MooShake' in the home market as part of its National expansion plans.
The world's first milkshake blended with curcumin, a turmeric extract, was launched in Bengaluru in June this year and is set to enter the markets of Hyderabad, Kolkata, Ranchi and Jamshedpur after Odisha. MooShake plans to register its presence in all metros and major cities within the next one year, founder and Managing Director of Milk Mantra Srikumar Mishra said here on Wednesday.
MooShake developed in collaboration with Tetrapak Product Development and Innovation Centre is an amalgamation of traditional Ayurvedic wisdom, modern product development science and processing technology. Each pack contains 0.05 per cent of pure curcumin of 95 per cent strength to give all the benefits to the people. Curcumin is known for its anti-inflammatory, antixoidant, immunity boosting properties as well as preventing cancer.
"We have applied for patent for this innovation and the technology involved which has enabled stability of curcumin in milk as well as eradicating the smell and taste of turmeric in the product," Mishra said.
The shake in four flavours is now available across 500 stores in the Twin City of Bhubaneswar and Cuttack which will be increased to 2000 covering the entire State by the end of September. It has already created waves in Bengaluru where it is selling 20,000 cases per month.
Mishra, however, said, the new product range would not dilute focus from its core dairy products.
The company has started work on increasing its capacity from 1.25 lakh litres to three lakh litres per day by 2016. Its present facility at Gop has a capacity of 75,000 litre which will be raised to 2.5 lakh litre while the Westland Dairy at Sambalpur that it acquired last year will be augmented to one lakh litre from 50,000 litre per day.
The startup will be investing around `25 crore on the expansion while it also strives to increase the network farmers strength from 35,000 to one lakh by the year end. It currently produces around 80,000 litres per day.