Kwality Limited, established in 1992, swiftly rose to prominence as one of India’s top dairy manufacturers. Originally renowned for its fresh dairy offerings, the company evolved into a major force in the processed food industry. Known for producing high-quality milk, yogurt, ghee, cheese, and other value-added dairy products, Kwality not only dominated the domestic market but also extended its reach to over 28 countries worldwide.
Over time, Kwality Limited capitalized on India’s rapidly expanding dairy sector by maintaining a strong focus on delivering nutritious, premium products. The company built an extensive network of milk farmers, ensuring a steady, reliable supply of high-quality raw materials. By investing heavily in cutting-edge technology and innovative processing techniques, Kwality achieved an impressive production capacity, operating six state-of-the-art manufacturing units that process more than three million liters of milk daily.
In an exclusive conversation with The Interview World, Bharat Singh, Head of Sales and Marketing at Kwality Limited, delves into the company’s diverse product range, its strategies for connecting with target consumers, and the ever-shifting market dynamics. He also offers valuable insights into the company’s growth projections and reveals which products are driving Kwality’s success. Here are the key highlights from this engaging discussion.
Q: Can you provide a detailed overview of the range of dairy products Kwality offers to Indian consumers, highlighting key innovations and market differentiators?
A: We offer a wide range of branded dairy products that have been trusted by consumers for decades. Since acquiring this business in October 2022, we’ve continued with the established product line and the original brand registered with the company.
However, in February 2025, we will be launching new dairy products, though I cannot reveal the details just yet. When it comes to the Kwality brand, we stand firmly behind the superior quality of our products. As a result, we position them at premium price points in the market—and the response from consumers has been overwhelmingly positive.
Q: Do you currently export these products to international markets?
A: Currently, we are not exporting these dairy products. However, we plan to begin exports after February 2025, when we launch our new product line. I am confident these premium offerings will generate strong demand in international markets.
Q: Given your focus on premium products, what strategies and channels do you use to effectively reach and engage your target customers?
A: We are committed to producing and selling only high-quality dairy products. We do not mix any additives into our offerings, which justifies our premium pricing. To effectively reach our targeted audience, we employ various strategies. For instance, we focus on word-of-mouth promotion within stores and ensure our products are available at niche retailers in Delhi NCR, Rajasthan, Punjab, and Eastern India. These efforts are crucial to connecting with our customers.
Q: How do you assess the current and future market demand for this product in India, and what key factors are driving its growth?
A: Clearly, the demand for high-quality, pure products remains strong in the market. However, we currently face challenges as many companies offer adulterated products at lower prices. This pricing strategy impacts our competitiveness and highlights the ongoing struggle to uphold quality standards in an environment where cheaper alternatives abound.
Q: What are your growth projections for the business over the next 4-5 years, and what key strategies will drive that expansion?
A: We began our market activities in February of this year, focusing on establishing a robust infrastructure throughout India. While I cannot disclose the specific plans for the company’s growth at this moment, I am confident we will achieve a 200% increase over the next five years.
Q: Which of your products is currently the best-seller in the market, and what factors contribute to its success?
A: Our key commodity products include cow ghee, desi ghee, and skimmed milk powder. These value-added offerings significantly contribute to the company’s growth and success.
