Shimla: Enjoying the price differential of Rs 4 per liter over other suppliers, demand for local milk supplier Milkfed has doubled in a week and is likely to increase as it ropes in more vendors in its network.
â€œThe demand for milk has already doubled,â€ says Mohan Joshi, president of Milkfed cooperative. As we tie up with more vendors, the demand is expected to go up further,â€ he added.
With Verka and Vita brand of milk priced at Rs 32 per liter and commissions to retail vendors not having been increased for more than a decade, the retailers are a miffed lot.
â€œThe increased price of milk is hurting consumers and where milk from Milkfed is priced at Rs 28 per liter, many are taking to it because of the price difference,â€ says Arjun Thakur, a grocery store owner.
â€œBesides the price difference,â€ he added, â€œrefrigeration costs of storing milk have gone up but the suppliers are unwilling to increase our commissions.â€
The milk retailers had even resorted to a dayâ€™s strike, a fortnight ago, in order to press for raising retail commissions on milk sales but the issue has not been resolved.
Meanwhile, Milkfed (Himachal Pradesh State Co-op Milk Producersâ€™ Federation) has tied up with the incensed retailers to promote sale of the milk produced within the state.
The tie up with retailers has helped to boost our sales,â€ said Joshi.