Mr. Atul Mehra - a first generation far-sighted entrepreneur, started exploring an opportunity to enter the dairy processing industry. Tasty Dairy was incorporated in 1992 as a private limited company. The company started with handling manufacturing of milk and milk based products. Started with handling 200 litres of liquid milk per day, today they are handling around 6 lakh litres of milk per day and giving direct and indirect employment to people in and around Kanpur.
The company is certified with ISO 22000:2005 & HACCP in milk processing unit in Jainpur, Kanpur Dehat. The idea behind the formation of this company was to harness the ample opportunities available in Dairy sector and exploit the abundant availability of quality raw material i.e. milk in and around the Kanpur.
The company produces a wide range of quality dairy products under its umbrella like Pasteurized Liquid Milk, Cream, Butter (White/Salted), Pure Desi Ghee (Clarified Butter),Paneer (Fresh Cottage Cheese), Skimmed Milk Powder, Full Cream Milk Powder, Dairy Whitener, Khoya, Peda (a pure Indian Sweet), Instant Gulab Jamun Mix, Mithai
Powder etc., packed in various consumer packing from 200 ml to 15 kg and bulk packing under the company owned brand names “UJJWAL”, “SHIKHAR”, “VERIFRESH”, "CIMA" and "MITHAI MASTER" which are available in all major parts of India.
The dairy industry offers opportunities to entrepreneurs who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world.
Of the three A's of marketing - availability, acceptability and affordability, Indian dairying is already endowed with the first two. People in India love to drink milk. Hence no efforts are needed to make it acceptable. Its availability is not a limitation either, because of the ample scope for increasing milk production, given the prevailing low yields from dairy cattle. It leaves the third vital marketing factor affordability. One practical way for affordability is to pack milk in small quantities of 250 ml or less in polythene sachets. Already, the glass bottle for retailing milk has given way to single-use sachets which are more economical. Another viable alternative is to sell small quantities of milk powder in mini-sachets. There are certain factors that pre-dominantly work towards enabling the sector to grow in the likes of higher disposable income that supports in greater spending power by consumers, rapid urbanization which leads to busy lifestyle and subsequent inclination of consumers toward packaged food products and aggressive marketing campaigns by all the players to break the product clutter and attract consumers toward their brand. The company vision is to endeavor and be a part of the process to make our country the most developed, industrialized, happiest and respected nation of the world.