Beyond the Obvious
By now, Keventer Agro Ltd. had amassed for it self accolades from far and wide. Their expertise in the AGRO industry stirred a desire to venture out into the Dairy sector and repeat history.
Thus was born Metro Dairy in the year 1994. India's first dairy project in public private partnership, it emerged as the market leader in the category leaving behind acclaimed dairy named like Mother Dairy, Kwality Walls to name a few.
A three-way joint venture was signed between West Bengal Milk Federation, Keventer and NDDB, forming 'Benmilk Keventer Limited' to enhance milk supply in Kolkata.
The initiative had a strong backbone of:
- An ultra-modern, state-of-the-art plant - the most modern plant in Asia.
- Fully equipped with complete automation and very high level quality and state-of-the-art control systems allowing a churn of 4,00,000 litres milk per day.
- The fully automated plant restricts any hand touch right from the time milk is brought out from tankers till the point milk is finally packed.
- World Bank funded the project under Operation Flood, Phase III with the objective of providing fair treatment to farmers and eliminating middle men.
Having earned laurels in the milk industry, the Keventer Group extended its Midas touch to the ice-cream category in 1998. In a handful of years, established itself as the reigning market leader. Highly affordable, yet superlative in quality, the brand bought to life the very essence of the company - "Attracted by price, retained by quality". Small wonders that it soon began to adorn every household refrigerator. A delicacy then had become regularity now. The effects started to show in the back-end work station where the storage capacity of the plant had to be amplified eight times since the launch of the product. Currently 20,000 litres of ice cream is produced per day.
Today our Milk unit commands 40% of the market share in the pouch segment in greater Kolkata.
While the ice cream unit is the frontrunner with 55% market share.