Amul has taken a savoury step to enhance its growing buttermilk sales by introducing Kathiyawadi Chaas, a new buttermilk variant inspired by the culinary traditions of the Saurashtra and Kutch regions in Gujarat. Simultaneously, they’ve launched a convenient 1 kg pack of Masti Dahi, their popular curd product. Priced at Rs 10 for a 400-millilitre pouch, Kathiyawadi Chaas boasts a two-day shelf life.
The unveiling took place at the Sarhad Dairy milk processing plant in Kutch, where Valamji Humbal, Vice Chairman of the Gujarat State Milk Marketing Federation (GCMMF), showcased both the Kathiyawadi Chaas and the 1 kg tub of Masti Dahi.
Amul, which currently sells an impressive average of one lakh litres of buttermilk daily, anticipates a 20% surge in sales following the launch of Kathiyawadi Chaas.
This delightful buttermilk variant will soon be available across Saurashtra, with four production plants dedicated to its manufacture. Depending on consumer response, Amul may extend its availability to other regions as well.
Humbal explained, “The traditional buttermilk in the Kathiyawadi or Saurashtra regions is slightly sour but milder than khatti chaas. Many people prefer this taste for both drinking and cooking recipes like kadhi. Hence, we’ve introduced this variety, which will be on the shelves of Kutch retail outlets starting Thursday evening.”
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