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Saras parlours a big hit

Special Correspondent

JAIPUR: Cash boxes are ringing non-stop at "Saras'' parlours all over North India with heat-stricken public reaching out for milk products this summer. Sales of "chhach''(buttermilk), lassi, curd, flavoured milk and milkshake have touched a new high thanks to a "good summer'' and a captivating advertisement campaign launched some time back by the Rajasthan Co-Operative Dairy Federation Ltd, the owners of Saras brand.

The sale of milk products registered an increase ranging from 26 per cent to a whopping 400 per cent this May compared to that of May 2004. In the past one month alone the public consumed 15.82 lakh litres of "chhach'', 1.86 lakh litres of lassi and 62,000 litres of curd. They lapped up 20,000 litres of flavoured milk and slurped 16, 000 litres of ice-cream.

According to sources at the Dairy Federation, sales registered an increase of 34 per cent in "chhach'', 40 per cent in lassi, 31 per cent in curd, 191 per cent in ice-cream, 26 per cent in flavoured milk and 400 per cent in milkshake.

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