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| Sunday, 18 September 2005 |
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| News Business Features Editorial
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Kotmale goes for powdered milk by D.A. Wijewardena Although the milk powder business is highly competitive,Kotmale Holdings is positive that it can penetrate this segment effectively with its established brand name "Kotmale" and the distribution network,said Kotmale Holdings Chief Executive Officer Ramesh Schaffter at the launch of Kotmale Full Cream Milk Powder at the Hotel Galadari. Schaffter said that Kotmale Holdings,while continuing to promote fresh milk,had decided to move into the powdered milk segment as the company felt that it was a good match with the rest of the product lines. He said that Kotmale Holdings was a highly competitive market leader in the non-powdered milk segment,comprising both ultra heat-treated milk (UHTM) known as long life milk with pasteurised plain or flavoured milk. Referring to the market share,Schaffter explained that Kotmale Holdings had a 50 per cent market share in both these segments as the market for powdered milk currently in Sri Lanka was estimated to be over Rs.15 billion per annum. He also said that the company had perceived a whale of opportunity in the powdered milk segment due to its dominance by multinationals and because of the company's islandwide popularity in the dairy sector. The company was aware that powdered milk was a product that every household in Sri Lanka had experienced at some point of time. " The company is targeting a turnover of Rs.500 million per annum," he said. Referring to future plans, Schaffter said that the company would gear to promote more access to the powdered milk and would focus more attention on this segment. He also said that the company had also decided to develop a premium brand as well within the Kotmale umbrella.
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