Parag Milk Foods Ltd. 

Dairy products manufacturer Parag Milk Foods Ltd. has launched a mango drink, Slurp in 200 ml tetra pack priced at Rs. 20/. The product will be available in Chennai, Mumbai, Delhi and Kanpur, and will be rolled out pan-India after three months. Addressing media persons, Devendra Shah, Chairman, said the entry into the fruit-juice category comes at a time when there is a shift towards healthier and nutritional products. Slurp, made from Alphonso mangoes, with a dash of milk, fits the bill, he added. The product will be available in 4,000 retails outlets across the four cities. Mango flavour leads the Rs. 7,100- crore fruit-juice market, which is part of the Rs. 10,000-crore beverage category. The fruit-drink market is growing at 27 per cent every year. According to Mahesh Israni, Chief Marketing Officer, the company entered the beverage market two years ago with the launch of buttermilk, flavoured milk and lassi.