After establishing a niche for itself in the Educational Sector, JIS Group has announced its foray into the dairy B2C business under JOI Farms. They have been in the dairy business since the last 70 years, however this is the first time the company is launching a Business to Consumer (B2C) brand. The dairy legacy of the JIS Groups dates back to its founding days. Since then, there has been no looking back. Through the years JIS Group has successfully expanded itself into various fields such as Education, Dairy. With this move, they wish to become market leaders in the Eastern Market.
Located in Howrah, The project is currently valued at approx INR. 150 crores, making it one of the largest private dairy farms in East India with a projected provision for 150+ job opportunities. Taking forward the founders & brand legacy, JOI Farm promises a range of dairy products like Milk, Lassi, Flavoured Lassi, Yogurt, Flavoured Yogurt and Creamy Paneer.
“The brand assures the best quality for its products with its own single farm-sourced milk and all natural products backed by a modern technology plant for processing and packaging of milk.”– Anmol Singh Narula MD, Joi Farm (JIS Farms Pvt. Ltd.)
The JOI Farm factories have an automated system of processing and packaging with a very negligible manual involvement in the processing and packaging of milk. The company focuses on using PET bottles for packaging purposes instead of plastic pouches or tetra packs. PET also known as PETE bottles are globally recognised as safe, non-toxic, strong, lightweight, flexible and easily recyclable plastic bottles. The company tries to stick to safer and eco-friendly options as much as possible. Minimal human involvement in the process and no addition of preservatives or antibiotics keeps the milk safe and healthy.
JOI Farm produces milk that consists of the A2 protein which makes it a healthier choice. The brand targets consumers who are conscious and evolved about their choice of milk and dairy products. A2 milk has certain types of nutrients that are different on a fundamental and structural level. The A2 protein in the milk is not an added component, but it is a type of protein that is genetically produced by certain cows. It can lower your cholesterol levels and benefit one’s blood pressure, strengthen your immune system, Vitamin A in the A2 protein can help improve your eyesight, Vitamin D in the protein may help in disorders like seasonal affective disorder (SAD) and many more such health benefits.
The Paneer is made from A2 milk, which makes it a quality product on its own. The brand uses a Premium Danish Culture for their lassi and yogurts. In their lassi they use only 8 grams of sugar per 100 grams, which makes it a healthier choice for the consumers. For both Yogurt and Lassi, flavors are naturally extracted and no chemicals, preservatives, antibiotics or additives are added. Both the yogurt products use the patented BB12 probiotics.
“Joi Farm is a brand that caters to an evolved consumer who is conscious of what they are consuming. They are exposed to a plethora of brands and love to invest in the brand rather than just on a product”– Anmol Singh Narula MD, Joi Farm (JIS Farms Pvt. Ltd.)
It is a ‘Farm to Fridge’ brand which typically means that the time it takes from milking to processing to packaging is one the lowest in the industry, to ensure that the nutrients can be locked in. The milk is delivered to the customer within a few hours from pasteurization for them to not only enjoy the freshness, but also benefit from its nutrients. There are no added preservatives, additives or antibiotics in the milk, and the quality of the milk speaks for itself.
If we look at the upcoming 6 months of the brand, their main target markets are Kolkata, Greater Kolkata , Rest of Bengal while working towards becoming a leading and well recognized dairy and dairy products brand in the national market. The main competitive advantage that the brand holds is its control over the raw materials, the efficiency of operation, quality of the products and its innovative packaging.