Aavin, the Tamil Nadu Milk Producers’ Cooperative Federation, has launched a new product—milk rusk—priced at Rs 20 for a 100-gram pack in Chennai.
The cooperative has been selling more than 100 value-added dairy products beyond milk, including butter, ghee, curd, palkova, Mysore pak, mixtures, butter murukku, milk biscuits and cookies. These products had helped Aavin earn up to Rs 100 crore in monthly revenue.
However, with the production of several items being gradually stopped, Aavin has reportedly incurred losses of around Rs 120 crore. The federation has now begun efforts to recover from the downturn.
As part of this push, Aavin has started selling the milk rusk to attract consumers. Officials noted that while private brands sell 80-gram rusk packs for Rs 10, Aavin is offering 20 grams more at Rs 20.
Depending on the response, officials said Aavin is planning to introduce additional rusk variants mixed with ingredients such as cardamom, cashew and oats.
