World | India
State's coffers overflow on 'lassi' revenue
Lassi, the low-calorie yoghurt drink that is made in virtually every household in northern India, is the new money-spinner for Milkfed Punjab, the state's cooperative milk producers' federation, with sales increasing almost 50 per cent in 2008-09.
- IANS
- Published: 22:56 June 23, 2009
Chandigarh: Lassi, the low-calorie yoghurt drink that is made in virtually every household in northern India, is the new money-spinner for Milkfed Punjab, the state's cooperative milk producers' federation, with sales increasing almost 50 per cent in 2008-09.
According to the cooperative, which earns the bulk of its revenue from sale of pasteurised milk, the sale of lassi in tetrapacks, polypacks and bottles has registered record growth to touch Rs74.2 million (Dh5.6 million).
"Lassi has undoubtedly emerged as one of our most saleable and profitable commodities," Milkfed Punjab managing director V.K. Singh said in an interview.
And apparently youth, soft targets of soft drink manufacturers, are taking to drinking lassi.
"We have observed fast-changing preferences of young consumers who have shown great inclination towards lassi. To meet the growing demand, we had to enhance the capacity of our lassi plant," he added.
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