Sahayog Clean Milk (SCMPL) has assigned Origin Beanstalk its creative, digital and media mandates.
SCMPL, has launched its first retail brand Pure-1 in Madhya Pradesh. There are plans to expand to Maharashtra and Gujarat.
Thakur Upendra Singh, co-founder, Origin Beanstalk, explained that the Pure 1 milk brand was officially launched in the week beginning 18 May and is now available in major districts of Madhya Pradesh. “We will now be getting into a whole lot of value-added products this year starting from June (ghee, paneer, cheese, buttermilk, flavoured milk, butter, etc.). The target is to launch in Maharashtra by the end of this year or next year after consolidating in Madhya Pradesh,” he added.
He further added, “It’s always a great opportunity to get involved with a brand right from its formative stage and winning the Sahayog account is a re-inforcement of our firm belief that there is huge potential to develop great brands and associate with great companies such as SCMPL, in the Indian heartland. SCMPL has managed to create an amazing ecosystem in MP with ethical and best practices to provide clean and fresh milk from the farm to the end consumers. Our communication strategy will seek to drive further SCMPL’s endeavours to uplift the financial status of the farmers of India.”
Sahayog Clean Milk started operations in 2013.
Sahayog Group, the parent company of SCMPL headquartered in Bhopal, commenced its business operations in 2009 with the launch of its microfinance operations.
Sahayog Microfinance provides loans to dairy farmers and the underprivileged sections of the society to adopt and rear cattle. SCMPL then buys this milk from the farmers at fair market prices, and adjusts it with the loan amount.
Anand Patidar, director, Sahayog Group, said, “India is heading for the next round of White Revolution, as the market response to SCMPL’s initiatives seem to indicate. We have received a tremendous response from the milk producers of Harda, Hoshangabad, Khandwa, Itarsi, Dharam Kundi, Dewas, Sandalpur, Bijwad, Pipalkota, Khategaon and other neighbouring districts in Madhya Pradesh, something that has gone beyond our expectations. SCMPL has already set up a state-of-the-art processing plant at Sandalpur in Dewas district for chilling and processing of milk, with a capacity of 1.5 lac liters of milk per day. This is, by far, the largest and the most technologically-advanced chilling and processing plant within a radius of 150 kms. We plan to build more such plants in other parts of Madhya Pradesh in the next two to three years. Besides milk processing, the plant has the technological capability to produce various value added products such as ghee, paneer, cheese, butter, curd, flavoured milk, butter milk and a whole lot of other interesting new products.”
Patidar added, “In Origin Beanstalk we found the right partner with a strong category knowledge and a clear understanding of our requirements, needed to take the brand to the next level. SCMPL, aided by Origin Beanstalk, will hopefully bring the heart of India on the world map in milk production.”