Jayshri Gayatri Food Products (JGF), which has recently forayed into the Indian B2C domestic market with dairy products brand ‘Milk Magic’, has roped in Mandira Bedi as the brand ambassador to promote its product range in the paneer category.
The company believes that Bedi is a familiar face across generations. Furthermore, her multifaceted personality as an actor, sports commentator, mother, fitness enthusiast, and social media influencer among others, will benefit the visibility of the product range.
Commenting on the potential of the paneer category, Kishan Modi, MD, Jayshri Gayatri Foods, said, “Paneer has always been the star product of Milk Magic among NRIs and now in India as we have recently forayed in the domestic B2C market. The pandemic has evolved Indian consumer preferences towards packaged food products, especially for paneer, as safety and hygiene become prime concerns. As the market expands, we see a huge potential for this category in India and will soon launch a never-before range of paneer products.”
Speaking about the association, Bedi stated, “Being a vegetarian, I am a huge fan of paneer as part of my regular diet and its nutritional benefits, to achieve my fitness goals. I am delighted to be the face of this first-of-its-kind, high-quality and healthy range of packaged paneer that is soon to be launched by Milk Magic. The upcoming campaign is sure to make paneer lovers giggle and have something to look forward to at the same time.”
The wide product basket of the company includes the fresh and frozen varieties of paneer, which is one of their most popular product offerings, Butter – salted and unsalted varieties, Pure Ghee variety, an assortment of Cheese, Khoya, and Indian sweets such as Gulab Jamun, Rasgulla, Rasmalai, and Kaju Katli.
The brand is very popular in Rajasthan, Bihar, Chhattisgarh, Orissa, and Telangana among others, and is also being subsequently launched in Karnataka, Tamil Nadu, and Kerala and later in entire Maharashtra, Gujarat, Punjab, Jammu & Kashmir, Uttar Pradesh, Himachal Pradesh, and North Eastern states as well.
The company has robust plans to build its own distribution channel with hubs in each city followed by company-owned exclusive retailing outlets. The brand will also be available in large format grocery retail stores such as Reliance Fresh and DMart, among others.