Jayshri Gayatri Food strengthens its presence in the B2C market

Bhopal-headquartered Jayshri Gayatri Food Products (JGF) was founded in 2013 as an extension to a small family-owned local dairy business. The company started as a B2B manufacturer and supplier of dairy products in the Indian domestic market. Over the years, it has expanded the portfolio to non-dairy products and has grown exports to over 20 countries. Recently, JGF has entered the Indian B2C domestic market with the brand ‘Milk Magic’.

In the FY 2019-20, the company has witnessed 95% growth over the previous financial year with a sales revenue of Rs 384 crore (audited figure). Speaking of the company, Kishan Modi, managing director, Jayshri Gayatri Food Products, says, “JGF has scaled up immensely. I was able to implement my vision successfully and re-engineered my family’s traditional dairy business into a well-organized corporate with an export business and 100% annual growth.”

JGF is a dairy products supplier to global brands in International Markets such as McDonald, Domino’s, Subway, and Indian domestic market majors like ITC, Britannia, Anik Dairy, Vadilal, Top N Town, Kwality Wall's, Tasty Bytes, Vista Food, Vimal Agro, Sanjeevani Agro Food among many other national and regional brands across the country. It will soon achieve an export target of 300 metric tons per month of products like paneer, cheese, butter, skimmed milk powder, and other value-added products.

Entry to B2C domestic market with ‘Milk Magic’

In March’20, due to the Covid-19 pandemic, JGF’s exports businesses came to a standstill, and its ready inventory got stuck at the facility. Modi recalls, “This was the toughest time, but we didn’t let ourselves down and instead grabbed the opportunity to start B2C business in India. We entered the B2C domestic market of Madhya Pradesh with our brand Milk Magic.”

As inter-state internal trade restarted in the country, JGF launched Milk Magic in other parts of the country. He shares, “Customers loved the superior international quality of the products, and we received repeat orders. Moreover, we kept the pricing competitive in the B2C market to offer our customers superior international quality at a reasonable price.”

The product basket under the brand ‘Milk Magic’, includes fresh and frozen varieties of paneer, butter-salted and unsalted varieties, pure ghee, assorted cheese, khoya, and Indian sweets, including Gulab Jamun, Rasgulla, and Rasmalai. JGF has also innovated ready-to-eat paneer variants infused with natural spices. He explains, “Exclusively developed for the domestic market, this product range is designed to handle ambient temperature and is enriched with vitamins and proteins.”

Opens first retail outlet in Bhopal

At the onset of B2C penetration in the domestic market, JGF sets up the national retail network via distributors, direct tie-ups with major food and grocery retailers like Reliance Fresh and D-Mart. In phase 2, the company has plans for its own eRetailing platforms. “We have robust plans to build our distribution channel with hubs at each city followed by retail outlets. Recently, we have opened our first retail outlet for Milk Magic in Bhopal, and we plan for more such exclusive brand outlets across the country.”

Robust manufacturing facility equipped with latest technologies

JGF is committed to manufacturing world-class food products. The company continuously upgrades technology to innovate and meet international quality requirements. Modi explains, “Our manufacturing facilities follow stringent processes to ensure that quality of the product is maintained to match global standards.”

The company has received all essential certifications mandatory for domestic and global markets. “We follow a comprehensive food safety management system and adhere to all statutory and legal compliances. At JGF, to ensure high-quality, checks are performed as routine when receiving raw material, manufacturing, and finished goods dispatch. The supply chain is also constantly upgraded and updated with communication regarding food safety and counterfeiting.”

Launching an innovative line of products and capacity expansion

The company has big plans for the future. It intends to launch a range of flavored milk this summer (May-June 2021), including some unconventional flavors and introducing other products in its portfolio. Modi adds, “Besides dairy products, we have plans to expand our portfolio of ready-to-eat snacks segment under our brand Inde’s Chef.”

The company has a state-of-the-art facility in Sehore, Madhya Pradesh, to manufacture value-added dairy products like paneer, butter, cheese variants, skimmed milk powder, and whey powder. According to Modi, the Sehore plant processes four lacs liters of milk every day to produce dairy products such as fresh and frozen varieties of paneer (25 metric ton), butter (30 metric ton), whey powder (15 metric ton), cheese variants (20 metric ton) and skimmed milk powder (30 metric ton) daily.

An additional manufacturing facility is being developed adjacent to the existing plant, which will enhance the current production capacity by multiple folds. Modi shares,” We are setting up another plant with modern dairy equipment for manufacturing of salted table butter (2 metric ton per hour capacity), mayonnaise (1 ton per hour capacity), table margarine (1 metric ton per hour capacity), along with cold storage.”

He adds, “This 16,000 sqft facility will be a multi-story complex with highly sophisticated and state-of-art technology to produce high nutritional value products. Having a capacity to process five lacs liters of milk daily and storage facility of 4000 metric tons of products, this well-equipped and modern facility will get operational by the end of this year 2021.”

Modi mentions that after commissioning the new production plant, the existing plant will be utilized exclusively for processing whey powder. “We are also developing an additional 15,000 sqft production space in the existing plant in Sehore to produce a variety of snacks under categories such as multigrain, red and white quinoa, organic brown rice, and quinoa, ready-to-eat curries, ready-to-eat pasta, ready-to-cook sauces, among others.” He believes that the ready-to-eat segment has a huge potential in the international markets (exports), with a potential business opportunity of approximately Rs 30 to 32 crores in the first year for JGF.