VIRUDHUNAGAR: The Aadi season has drawn thousands of devotees to the renowned Andal temple in Srivilliputhur, where the footfall rises during weekends.
The festive rush has also fuelled demand for the famed Srivilliputhur palkova, with stocks flying off the shelves much earlier than usual. However, manufacturers have been unable to ramp up production as they are unable to procure additional quantities of milk to meet the seasonal surge in demand.
With roots dating back to the pre-Independence era, the popularity of the Srivilliputhur palkova surged following the establishment of cooperative milk societies in the wake of the White Revolution. The palkova also received the Geographical Indication (GI) tag in 2019.
The Palkova manufacturers attribute the unique flavor of the Srivilliputhur Palkova to the quality of milk produced. Official sources say the climatic conditions of the region foster a diverse range of crops, which are later used as fodder for the livestock.
Along with the fodder intake, the rich grazing habits impart a rich flavor to the milk, which is reflected in the palkova. Additionally, the traditional practice of using firewood burners instead of modern gas or electric stoves helps retain the authentic taste and aroma of the palkova.
At the Andal temple, the Aadi month saw an average daily footfall of 2,000 to 3,000 devotees from across the state, with the number surging to over three lakh during the Aadi Pooram festival. Palkova manufacturers in the region said that unlike on regular days, their stocks get over by noon during the Aadi season.
Speaking to TNIE, VT Anand (36), a third-generation owner of the palkova manufacturing unit, Gothai Sri Nachiyar Vilas, said the unit produces an average of 50 kg of palkova a day using 200 to 250 litres of milk sourced from Srivilliputhur and neighbouring areas, including Watrap and Koomapatti.
“In the 1970s, there were only a few palkova manufacturers in the region. Today, there are more than 100 shops selling palkova. Scaling up production during the seasonal rush by procuring larger quantities of milk from farmers is not possible as farmers have to maintain their regular supply to other private players as well,” he said.
Another palkova manufacturer, S Govindaraj of Srivilliputhur, who has been in the business for nearly 12 years and supplies palkova to around three shops, said the lack of high milk supply during the season has affected production. “While sales remain steady on most days, they tend to dip at times. Despite the peak season demand, I could not increase production and make use of the opportunity to earn higher profits,” he rued.
Manufacturers say they can’t stock the product or compromise the milk quality by procuring it from other regions to boost production as palkova has a limited shelf life. “Maintaining quality is essential to retain loyal customers in this highly competitive sector as many of them also place bulk online orders for the product during festivals such as Deepavali,” they said.