JIS Group has made its entry into the dairy B2C market through JOI Farm after carving out a name for itself in the educational sector. Despite being in the dairy industry for the past 70 years, this is the company’s first time introducing a Business to Consumer (B2C) brand. The JIS Group has a long history with dairy products. Since that time, they have not turned back. JIS Group has effectively diversified throughout the years into a number of industries, including education and dairy. They hope to dominate the Eastern Market by making this move.

The Kolkata Mail correspondent Priyanka Dutta caught up with Mr. Anmol Singh Narula who spoke at length about the journey of the brand and the latest milestone.

How is the dairy business expanding?

Mr. Anmol Singh Narula-There is a lot of rapid changes happening in the industry from shifts in consumer preferences to the introduction of new categories of international products. There is a shift towards cultured dairy products such as yogurt and probiotic segments as well which are growing rapidly. Milk consumption in hyper urban areas is reducing due to the perceived disadvantages of lactose, which is compensated by the increase in cultured products that tend to have lesser lactose levels. Furthermore, a lot of consumers have been shifting to “A2” milk which tends to be better in some ways compared to traditional choices. There is a clear preference for clean ingredients (healthy) and traceability.

Tell us about the evolution of JIS Group to JOI Farms.

Mr. Anmol Singh Narula– With a heritage of 70 years in the dairy segment, Joi Farms is our foray into the B2C market as one of the few in the premium segment with a clear focus on healthy ingredients, higher quality, and traceability.

 How the brand plans to become the market leader in the coming times and how is it different from other dairy brands?

Mr. Anmol Singh Narula-With the current scenario we feel providing our consumers with the top-most Quality in our products is going to be an essential part of our way forward, along with using Innovation to our benefit in creating unique products for our consumers to enjoy. We would also like to get premium probiotic products easily accessible to our consumers for variety and wider reach. We are consciously not mixing anything into the products. They are all high quality and natural, and our culture is the BB12 probiotic strain that has proven better results as compared to its other counterparts.

What is the next business campaign?

Mr. Anmol Singh Narula– We are looking to introduce never before explored flavors with yogurt to our consumers and are launching something very exciting in the near future. Our main focus is on expanding our range of “Snackable & Drinkable Yogurts”, along with the expansion in distribution – we’re currently available in Spencers, Big Basket (online) & Reliance & Jio Mart across the country.

How is this brand different from the other dairy brands?

Mr. Anmol Singh Narula– We source raw materials from our own farm. This ensures high-quality control. The milk that we use A2 quality which is of high quality and natural. The Probiotics are Danish and it has a trademark culture. We have also innovated in our packaging and use PET bottles for the lassi which are highly recyclable for drinks and even more for food.

Lactose intolerance is an imp health issue. Will there be lactose-free products?

Mr. Anmol Singh Narula– Yes, we are working on building our lactose-free yogurt & milk range.