Rufil Bets on Value Added Dairy Products to Augment Growth
- Rufil pumps in additional investment of 10 Cr. to enter in Value Added Product Market.
- Rufil launches cup dahi and masala chhach in first phase, introduces whole pipeline of products like vacuum-packed paneer, flavored milk, yoghurt, ice-cream etc.
- Value added products have witnessed a YoY growth of 15%
- Rufil looks to target 17% market share of curd segment in Jaipur in coming one Year.
- Rufil targets 45% of its revenue from Value added Products in one year, currently has 25% revenue coming from Value Added Products.
- Rufil procures 100% milk from Rufil’s BMC model
April, 2019; Jaipur: Rajendra and Ursula Joshi Food Industries Pvt. Ltd. (Rufil) today has announced its market expansion plans which include launching of new products and café Rufil. Keeping in view one-time consumption demands and easy handling at the same time, Rufil has launched products like cup dahi and masala chhach. While cup dahi will be available at Rs.15, masala chhach in pouch will be available Rs 5/-.
With plant in Mahindra World City, Jaipur, the company boasts of Swiss expertise in dairy processing and products. Rufil has plans to expand its reach further by introducing Rufil products in nearby areas of Jaipur like Reengus, Churu, Rajgarh, Pushkar, Kishangarh, Sikar, Dudu, Salasar, etc. The company has ventured out in production of Value Added products initiating with cup dahi and masala chhach whereas going forward the company plans to launch more products like ice-cream, paneer, Swiss-styled yogurt, etc. Currently, Rufil produces products like milk (Full Cream, Toned, Double Toned) in 500ml and 1000ml packaging, curd in 1kg packaging, and buttermilk available in packaging of 450ml.
Mr. Abhishek Joshi, Managing Director, Rufil, said “Rufil has always aimed to offer ‘zara hatke’ products, which has always been our philosophy. Furthermore, our Masala Chhach is not just a regular jeera chhach available everywhere. Bringing innovativeness to this product, we are offering something new by including ingredients like pudina, black pepper, and jeera among others in recipe. Rufil has always been careful about how its products taste and hence we always aim to bring out the most innovative products in the market. I think, chhach is the original desi refreshment which also is good for health. We have tried to reasonably price it at Rs 5 for a pouch.”
Furthermore, talking about expansion plans of company, he shares, “In line with retailing products through café concept parlors, Rufil has opened its second outlet in Food court, IT Park, Mahindra SEZ. Café Rufil will offer dairy products, Rufil shakes and also food items like Italian, South Indian and Chinese cuisines catering to needs of young professionals in Mahindra SEZ.”
According to Robobank’s review report 2017, value added products were expected to grow by 15 to 20% and have seen an average of 15% year-on-year growth. With value added products offering higher profit percentage, dairy industries perceive it as major growth driver in today’s times. Hence, companies have decided to focus more on this segment of the market. According to Robobank’s review report, the share of value added products was expected to reach 30% of total organised market by 2020.
Currently, Rufil has installed production capacity of 50,000 LPD (liters per day) and is processing around 15,000 LPD. The company has around 40 distributors in and around Jaipur and the company is continuously adding more areas.