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MilkyMist
Is T Sathishkumar Emerging As South India’s Verghese Kurien?
T Sathishkumar started as a simple Dhoodwala in Erode. Expanded to procuring 8 lakh litres from 70,000 farmers …a business he could sustain for long, as India had reached top spot as the world’s top milk producer, powered by the White Revolution and Verghese Kurien’s panavision dream for Anand and Amul. Today, Milky Mist Dairy (MMD) procures milk from 20 districts of TN and has every derivative product from milk – paneer, cheese, curd, flavoured yogurt, milk shakes, ghee, butter, payasam and shrikhand. MMD’s mozzarella cheese making plant is the biggest in the country, boasting a robotic line of production and crucial in the supply chain of the fast food industry. MMD’s paneer is a marketer’s dream journey…a few years back, paneer was not so popular in South cuisine. Now Milky Mist has won aggressively challenging Amul, Mother Dairy, Nandini, Gowardhan and some regional brands. Before the advent of Milky Mist, AAVIN TN’s flagship dairy brand had kept much of the market in its grip. The way retailers were coaxed to stock Milky Mist paneer is a case study for business schools. The same business spirit of adventurous strategy is now evident in the introduction of Milky Mist SKYR, a protein-led traditional Icelandic recipe that wants to lead the fitness market with a unique protein product …easy to consume straight out of the cup to those in search of muscle and strength. All these are reflected in its impressive financials. It has grown from Rs 1,015 crore in FY22 to Rs 1,437 crore in FY23 to Rs 2,349 crore in FY25. Now, the company is getting ready for an IPO at an expected valuation of Rs 20,000 crore
aavin
Consumers In Tamil Nadu Up In Arms As Aavin Stops Distribution Of Popular Green Pack Milk
Aavin, the largest dairy cooperative controlled by the Tamil Nadu government has hit headlines. Set up in 1981, this popular brand like Amul in Tamil Nadu has stopped distribution of its popular Green pack milk which enjoys 40% market share. Green pack which contains 4.5% fat content has been replaced by lavender coloured Delite which has 3.5 % fat content. This move has sent consumers and Opposition parties into a tizzy of anger. TN’s former CM Edappadi Palaniswami and AMMK’s supremo TTV Dinakaran condemned the move to sell less fat content Delite at the same price. This move is to popularise private milk brands through the back door says BJP leader K Annamalai. It may be recalled a few months when Amul was making inroads into TN, the DMK government raised hue and cry how local brands are being cannibalized. Neighbouring Karnataka during elections time saw similar protests by politicians saying how local brand Nandini was being killed with the entry of Amul. Interestingly, TN’s minister for milk production, Mano Thangaraj has come up with an ingenious justification, “Look how health conscious people are…they don’t want fat in any form. We have public health as our main concern.” Aavin which processes 30 lakh litres of milk every day ranks eight in consumer packaged goods category of 10 most famous brands. Several private sector players have tried to compete but are unable to sustain Aavin’s reach, price point and popularity.

TRENDS & VIEWS

Editor’s Note: Short Post Is Here To Stay…

Time, they say, flies—and how true that is. Here we are celebrating our 5th Anniversary. Five years ago, when Covid-19 was wreaking havoc across the globe, I took a leap of faith and launched Short Post, India’s first website for Authentic Gossip. That was on January 31, 2021. I was convinced there was a clear gap in the market for gossip that was credible, sharp, and impactful—especially if told in just 250 words.

In this, I was fortunate. Scores of senior editors across diverse verticals bought into the idea and, in the process, gave wings to my dream. Quite honestly, Short Post could not have crossed these milestones without the unflinching support of its contributing editors. Like all start-ups, we have seen our share of ups and downs, but these editors have stood by us like a rock. I take this opportunity to doff my hat to them.

Thanks to their commitment, we have published close to 5,000 stories spanning politics, business, entertainment, and sports. I say this with pride: we made our mark as people who matter read us. “Small packs, big impact” truly captures the essence of Short Post.

We all know that Covid-19 has reset businesses worldwide, and the media sector is no exception. In the post-Covid era, investors have become more cautious and selective—and advertisers too. To compound matters, the entry of AI has disrupted the media landscape in equal measure. So far, we have managed to hold our ground, hopeful that some angel investors will take a shine to us.

What gives me confidence is this: AI cannot smell news—especially the gossipy kind. In other words, AI cannot churn out Short Post-type stories, no matter the prompt. That puts us in a safe zone. As someone rightly said, “AI is a co-pilot, not a pilot.”