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Parag Milk Foods Ltd. Launches Grass fed Whey Protein – ‘Avvatar’

Key Highlights:

• Parag Milk Foods is the first Indian dairy company to produce grass fed cow’s milk whey protein
• Avvataar Absolute whey protein comes in three flavours-Double chocolate, Vanilla Snow Crème and Café Mocha in two sizes 2 lbs and 5 lbs
• ready to enter USD 12.4 Billion whey protein market

 Mumbai,  February 18, 2017: Parag Milk Foods Ltd, leading manufacturers and marketers of dairy-based branded foods in India, forayed into whey protein range for consumers.

Brand – Avvatar is the 1^st 100% vegetarian whey protein made in India. It is made during the process of manufacturing cheese using fresh grass fed cow’s milk. This is done by isolating valuable whey protein from the cheese whey. To maintain freshness of the whey protein the entire process from milking of the cows to packaging of whey is completed within 24 hours.

It is quality tested at every stage and hence, poised to be the best Indian whey protein product. Avvataar Absolute whey protein comes in three flavours – Double chocolate, Vanilla snow crème and Café Mocha in two sizes 2 lbs and 5 lbs.

Mr. Devendra Shah, Chairman, Parag Milk Foods Ltd. said, “We are very excited to bring our high-quality Avvatar Absolute whey protein to the market. Being a cheese player we always had whey as a by-product which we wanted to convert into powder for sportsmen and athletes. We have invested ₹110 crore in the plant as we foresee huge demand from the retail consumers. Protein-based foods are becoming popular amongst people from all walks-of-life. Considering these factors, we at Parag have always anticipated consumer demand and believe in constantly innovating our product offerings. The market size as per Euro Monitor of sports nutrition is projected to be at Rs.1000 crore this year and growing at a CAGR of 15%.”

Mr. Mahesh Israni, Chief Marketing Officer asserted, “With changing life style there is growing interest towards sports and nutrition and healthy life style. We now have Avvatar Absolute whey protein , an Indian protein powder which reaches to consumers in the freshest form. We achieved this with Grass Fed cow’s milk whey protein. Avvatar succeeds in capturing all of the essential components of protein supplements from taste, to texture, to nutritional value. The quality of ingredients is what sets Avvatar apart from the current brands in the market place. 

He further added, “Our go to market strategy is in place and is customized with an emphasis on reaching out to Nutrition Supplement stores, Pharmacies, Modern retail stores and
e-commerce portals. Educating the Gym trainers and owners who are the key influencers in this category is going to be our key platform. The marketing plans are in place which will kick off immediately once we get our distribution done and our endeavor will be to build ‘Healthy & Active Society through our #Absolute Whey.” 

As per Zion Market Research report, the global whey protein market is expected to witness the highest growth which is USD 12.4 billion by 2021 due to increasing percentage of elderly populace across the globe.

Consumers of Parag aka Gowardhan, Go & Pride of Cows, can be confident that they will only be consuming the highest quality ingredients through our products.

Corporate Comm India(CCI Newswire)