Muralya Milk – Capturing Retail Space

Muralya Milk Stacked in a Shop

If you are from Trivandrum, you would noticed this brand of milk which is becoming more popular by the day. It’s Muralya. I come across their name board and standee appearing in most road side shops selling milk.

So, how did this milk brand gain entry into the this space which was ruled by MILMA? Did MILMA sleep all the time, while all other brands like Goodlife, MilkyMist, Alvin, Muralya marched into this market? Or is it because of the bureaucratic slow-motion style in which they work that caused its decline?

So, this blog is about the competition that’s milking Milma’s profit.

Long ago, I grew along with MILMA milk. In the 80’s when it started, we used to get milk in glass bottles. I still remember the small MILMA booth near Slaughter House in Kunnukuzhy and the thin aluminium foil which covered the cute milk bottles.

Fast forward to 2018, we see all kinds of national brands eyeing a pie of milk business in this state. The monopoly, and the insulation of the market, and loyalty enjoyed by MILMA is slowly declining.

Not so long ago, I have heard my relatives and mom talking about the short supply of MILMA milk and how the vendors only supply milk to regulars. Well, that’s golden era where Milma had a sway on the market is long gone. The customer habits too are changing fast. The die-hard MILMA fans include my mom, who’s in her 70’s! How can a brand depend on senior citizen as fans!

MILMA – Wake Up from Your Reverie 

It’s anyone’s guess on how a cooperative federation like MILMA functions. If you see their office at Ambalathara, you can make a fair guess. The premises looks untidy with overgrown grass and shrubs. The walls are not painted and some places it’s broken. The only thing that’s evident are the union posters. So, in this situation, how do you expect them to innovate, get ahead of the smart wacks out there!

Well, it’s not impossible, but who will bell the cat!

My Personal Experience with MILMA BRAND

 I share this with my personal interaction and what I have seen from their head office booth at Pattom.

1. Inadequate floor space and the layout needs improvement
2  An old wooden table used to collect cash ( Not apt for the space)
2. No covers are provided to carry. In the name of plastic ban, no covers. Sell cloth bag with a MILMA logo for Rs 10 or Rs 5. I’ll be the first one to buy it!
3. Limited store timing. Probably use some milk vending machine to dispense milk covers 24/7
4. Introduce convenient and modern Tetra milk packs
5. Sip-ups or low priced items should be sold outside. Why waste the space to sell Sip-ups alongside the butter, ghee and ice-cream!. Probably, you can put a beach umbrella outside, pack-few in a thermacol box and sell it to school kids. 

Right now, MILMA still has fan following but don’t sleep on it! They are aged people!

These are mostly comprised of people who are 50 plus or in their 60’s who like my Mom sticks to MILMA and will never switch their brand. But, it’s foolhardy to stick to this shrinking pool of old loyalists. It’s important to woo new gen buyers who are now trying out GoodLife, Amulya, Muralaya brand. Can you folks do something to win over them!

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Another Suggestion to MILMA!

This is a story I had posted long ago from the first-hand experience of talking to the sales guy at MILMA counter inside Napier Museum compound at Trivandrum.

I had a brief conversation with the guy and this is what I could understand:

1. A chair replacement request usually take weeks ( Most chairs were broken when I visited)
2. MILMA had a monopoly inside this compound. Milk the profits, man!
3. 
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About MILMA’s Website!

To comment on the website, I would say it’s very typical site which won’t get a second look. I don’t think the people who made it, or the folks who gave the contract bothered to do much. Website is just a digital brochure put on the Internet. That’s all!

Few questions to MILMA:

1. Do you have a content marketing team to write, update and modify the website? 
2. Do you have a design head, digital marketing head to see how to project the website
3. Is the traffic to the site increasing?

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( Content on MILMA’s Website)
Other information: 
We are dedicated to provide our customers with a superior level of service. Customer care helps you to share your query or grievance related to any Milma product and services. Do give us your feedback and help us serve you better.

Email : milma@milma.com ( Only one email id for this organization!)
( There are other options, such as having different email for customercare@milma.com or info@milma.com or md@milma.com to send mail to MD

Is there a better way to write the above passage taken from Milma’s site?  I’m sure there are better and short ways to convey the meaning. 

In contrast to Milma’s website have a look at Muralaya’s website and Facebook Page

Muralaya’s website is simple, easy-to-read and fast loading. Milma’s site is cluttered with look much clunky text, links and chaotic on the whole. It’s like a typical Indian Government kind of site. In one word – Boring!

Does it Matter to MILMA if one crony like me says it’s boring? Of course not!