Mother Dairy cuts vegetable prices; sales jump 20%

Mother Dairy cuts vegetable prices; sales jump 20%
PTI
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First Published: Wed, Nov 26 2008. 11 09 AM IST
Updated: Wed, Nov 26 2008. 11 09 AM IST
New Delhi: Mother Dairy has said that there was a 20% jump in sales after it launched a scheme that made a host of vegetables, including cauliflower, cabbage and potato, available in the range of Rs5-10 per kg in and around the national capital.
Last year Mother Dairy started a price war in the organised retail sector as other players were forced to reduce the vegetable prices after it began selling a host of vegetables at Rs5/kg.
“The current scheme, which was launched for two days (23-24 November) has been extended indefinitely and will continue till there was an upward revision in wholesale prices,” Mother Dairy Fruit and Vegetable Private Limited CEO (Fruit & Vegetable Business) Sunil Bansal said.
“This initiative is still going on. Our sales are more than 300 metric tonnes per day. However, there has been a 15-20% increase in our sales as a result of this initiative,” Bansal said to an email query.
Mother Dairy, which also sells fruit and vegetables through its Safal outlets, is the market leader in the organised sector having over 400 outlets in and around Delhi with a sales turnover of 300 tonnes per day.
The vegetables that are placed at Rs5/kg category are palak, singhara, raddish, sarson saag and sugarcane. The ones placed between Rs5-10 are potato (Rs8 per kg), methi (Rs8.75 per kg) and Sitafal (Rs8.9 per kg).
Cauliflower, cabbage, amla, shalgam, brinjal chu-chu, sweet potato, pumpkin, white petha, ganth gobhi, little gourd and jimikand are available at Rs10 per kg each.
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First Published: Wed, Nov 26 2008. 11 09 AM IST