Reliance Retail, which started its operations from Hyderabad opening its first Reliance Fresh store there, has again chosen the Pearl City to test-market its new dairy flavour. The company entered the dairy products sector with a national pilot launch of its liquid milk in Hyderabad.
“Initially, the liquid milk branded Reliance Dairy Pure will be retailed through 43 Reliance Fresh stores in Andhra Pradesh, and it has a launch price of Rs 9 for a half-a-litre packet,” a company official told Indiaretailing.
When enquired about launching the dairy products in other states, he said: “Reliance is planning to roll out the liquid milk across the country in a phased manner. The national plans include launching three variants of liquid milk – family milk, low fat and whole milk.”
Reliance Retail is at present procuring 10,000 litres per day at its centre in Atmakur in Nellore district. The packaging, which is outsourced, is being done at Vikarabad in Ranga Reddy district.
It is also learnt that the company is firming up plans to enter the cheese-making sector.