Professional Documents
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SUBMITTED TO
Amul
BY
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Table of Contents
Particulars Acknowledgement List of Tables INTRODUCTION Background Scope of Study Research Objective Research Problem Research Design a) Category Of Research b) Information Needed c) Data Collection Method d) Sampling Plan e) Areas Covered Kolkata Lassi Market- An overview Competitors Analysis Loose Lassi Retailers Organised Players 4P Analysis of Competitors a) Product b) Price c) Promotion d) Place Distribution Strategy Research Findings a) Findings from Consumers survey b) Findings from General retailers survey c) Findings from Loose Lassi Retailers d) Limitation and Caveats Insight From Market Survey Market Potential Demand estimation of Amul Pouch Lassi SWOT Analysis of Amul Pouch Lassi Launch Plan- Amul Pouch Lassi Marketing Objectives STP Analysis of Amul Pouch Lassi 4 P of Amul Pouch Lassi
13-14 15 15 15 16-18
19-31
8 9 10 11 12 13 14 15
32 32-33 33 34 35 35 36 36-43
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16 17 18 19
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Serial number 1 2 3 4 5 6 7 8 9 10 11 12
Name of the table Respondents Profile Market size of Lassi in Kolkata Market Share of Branded and Loose Lassi retailers Share of Branded Players Pricing profile of Competing brands and loose Lassi retailers Cost of production for Loose Lassi retailers Attributes affecting purchasing decision of Lassi Satisfaction from Existing source of Lassi Market potential of Lassi Distribution Cost of Amul Pricing profile of Proposed Amul Pouch Lassi Budget required for Promotion
Page no. 12 14 15 15 18 19 26 27 36 43 44 45
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Market Area: Kolkata, Howrah and surrounding markets Lassi is a traditional Indian drink and it is used as a refreshment drink especially in summer season. It is made by blending dahi with water, sugar, ice and Indian spices. Traditionally Bengali people have a special liking for sweet food items like Rosogulla, Misti Dahi. The taste of Lassi is sweet which makes it more acceptable by the people of Kolkata as they have a liking for sweet food items. Lassi as a drink has several advantages first it refresh its consumer and apart from that it also acts as better filler, a more nutritious and healthy drink. It is a complete drink and due to its high nutritional value it is consumed by people of all ages. Lassi has the potential to take place of carbonated drinks. Homemade Lassi fulfils the requirement of Lassi of Kolkata market and Lassi sold in open market. Demand of Lassi reaches to its peak in summer season whereas in winter its demand decreases drastically. Lassi market of Kolkata is highly dominated by unorganized players (Loose Lassi retailers). Organised players enjoy a very small market share of Lassi market of Kolkata. The two most important factors in the marketing of Lassi is quality of Lassi and its availability. People of Kolkata want Lassi of a brand on which they can trust and it should be easily available in all parts of Kolkata. Amuls proposed new product Lassi in pouch pack would be an interesting addition in the existing product line which will add value to the brand and helps Amul to reach customers in a better way.
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Scope of study The study is aimed at determining the market potential of Lassi market of Kolkata and its surroundings. An analysis of consumers of Kolkata will be done to identify unfulfilled needs and wants of consumers regarding Lassi. Alongside an analysis of Loose Lassi retailers and other competitors marketing and distribution strategies will be done. The study will focus on analyzing competitors strengths and weaknesses and on the basis of these findings design an efficient launching strategy for proposed AMUL pouch Lassi. The study is confined to the geographical limits of Kolkata, Howrah and its surroundings.
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a) Category of research:
Descriptive
b) Information Needed
i) ii) iii) iv) v) vi) vii) Sources of Lassi Level of penetration of Loose Lassi retailers. Marketing and distribution strategies of organised players. Consumption behaviour of consumers of Lassi. Factors that affect purchasing decision of consumers. Factors of existing Lassi with which customers are unsatisfied. Preference of consumers for pouch Lassi in respect to Loose Lassi
Data Collection Method Primary Data: i. Sample survey of Consumers, non consumers of Lassi using questionnaire method. ii. Sample survey of general retailers, Pan Shops who keeps carbonated drinks using questionnaire method. iii. Sample survey of Loose Lassi retailers using questionnaire method.
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Consumers of Lassi Buyers of Loose Lassi Buyers of Amul kool Lassi Buyers of competing Brands
(Table 1: Respondents Profile)
335 274 23 18
Loose Lassi retailers Retailers keeping Amul Kool Lassi Retailers keeping competing brands of Lassi Retailers not keeping Lassi
(Table 1: Respondents Profile)
97 29 4 25
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Lassi sold in the market: Out of total Lassi sold in the market, the unorganized players enjoy around 98% (2.05) of market share and the organised players enjoy only 2% of market share of Lassi market of Kolkata. Lassi sold in Kolkata market Branded (Pouch+ Tetra) Loose
(Table 3: Share of Branded & Loose Lassi)
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Kolkata being the capital of West Bengal, is a hub of offices, both government and private. This has resulted in a greater population being in the service class, which has considerably increased the literacy rate of the city. Keeping this fact in mind, it is comparatively easier to generate awareness about the hygiene and adulteration issue associated with the loose Lassi and it is vindicated by the increasing number of consumers want to shift to the branded Lassi. But still because of product unavailability people have to rely on Loose Lassi retailers.
Competitors Analysis
Lassi market of Kolkata is highly dominated by Loose Lassi retailers. They enjoy a market share of more than 95%. Rest of the market is enjoyed by organised players Amul, Arambagh and Bens. Loose Lassi retailers: There are around 4000 Loose Lassi retailers operating in Kolkata and Howrah. Most of these Loose Lassi retailers are seasonal. They operate mainly during summer, Rainy and during festival (Durga Puja) season. Some of the Loose Lassi retailers operate throughout the year. 14 | P a g e
Organised Players: Arambagh Among the organised players Arambagh enjoys the highest market share. Per day consumption of Arambagh Lassi is around 2000 Litre. Bens Bens also supply Lassi in pouch pack like Arambagh. Per day consumption of Bens Lassi is around 1500 Litre. These two brands have very limited presence in Kolkata market. They have their presence only in south Kolkata specially Garia and its surroundings. These two companies are not able to supply pouch Lassi in every part of city. Because of operating in very small area these companies cannot make success in the Lassi market of Kolkata. 4P Analysis of competitors: a) Product i. ii. b) Price i. The retail price of Loose Lassi is Rs 10 in most of the areas. However it varies in some places from Rs 5 to Rs 15. In Sealdah region retail price of Lassi is Rs 5 which they are able to keep by mixing more quantity of water and ice. ii. The retail price of Arambagh pouch Lassi is Rs 8 whereas the retail price of Bens pouch Lassi is Rs7. The extra price charged by Arambagh is passed to distributors and retailers as Arambagh provide greater margin to its distributors and retailers in comparison to Bens. 15 | P a g e Loose Lassi retailers offer Lassi in glass. The quantity of Lassi provided per Glass is 200 ml. Arambagh and Bens offer a similar kind of product i.e. Lassi in pouch pack with a pack size of 200ml.
Cost of Production for Loose Lassi Retailers Average cost of Milk/ lit (Rs) 1 Lit Milk Cost of 1 KG Dahi (Rs) 1 KG Dahi 1 kg sugar makes 22 glasses of Lassi Cost of 1 KG sugar (Rs) Other cost/ Glass (Ice, Water, Straw, Bhand) (Rs) Cost of 1 Glass of Lassi Retail Price (Rs) Margin (%)
(Table 6: Cost of Production for Loose Lassi retailers)
c) Promotion i. Loose Lassi retailers being an unorganized sector does not have any promotion strategy apart from mouth publicity. ii. Arambagh and Bens have no promotional strategy for their Pouch Lassi. 16 | P a g e
d) Place i. Loose Lassi retailers have their shops mainly in market places, near bus stands and near Railway station. Movement of consumers is very frequent at these places which help them in having a good business. ii. Arambagh and Bens have their presence only in south Kolkata and outskirts of Kolkata. Thus strategically they are not properly placed in Lassi market of Kolkata.
Distribution Strategy Both Arambagh and Bens follow same distribution strategy. These companies also have their pouch milk in market. They use their existing distribution channel of pouch milk for the supply of pouch Lassi. Lassi is distributed through Milk van and it is supplied to only those distributors who keep milk of these companies. From there it is supplied to only those retailers who keep milk of these companies. Pouch Lassi is supplied in early morning around 2-4 am to distributors and till the time it is supplied to retailers it is kept in open place. As a result of this the quality of Lassi is decreased till the time it reaches to end consumer.
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Research Findings
To study the Lassi Market of Kolkata a survey was conducted for duration of one month in and around Kolkata. Findings of Consumer Survey i. Consumers of Lassi and reason for non-consumption:
Lassi is a popular drink of Kolkata market as 85% respondents said that they consume Lassi and among the 15% who do not consume Lassi the main reason for non-consumption are taste and health problems. Among the non-consumers 16% respondent do not consume Lassi because of its unavailability. Thus if Lassi is being provided in these areas then these non-consumers of Lassi can become the consumer of Lassi.
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15%
85%
More than 3/4th of the population has a positive perception towards Lassi and they considered Lassi as a nutritious and healthier drink. When the respondents were asked about their preferred soft drinks then 44% respondents said they would prefer Lassi that shows the popularity of Lassi among the consumers of Kolkata market. iii. Sources of purchasing Lassi and Dahi
Respondents were asked to express their source of Lassi and from there it was found that around half (45%) of the requirement of Lassi is fulfilled by homemade Lassi and rest of the requirement is fulfilled by Lassi sold in the market. 19 | P a g e
In the case of Lassi consumed from market, around 90% respondents said that they purchase it from Loose Lassi retailers. Among the branded segment 64% respondents said they consume Amul Kool Lassi. From the survey it was observed that the people have become habituated to purchase Lassi from Loose Lassi retailers because of their deep penetration in the market
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v.
According to the respondents the most frequent time for purchasing and consuming Lassi were at noon and evening. Only 1 % respondent were purchasing Lassi in morning and consuming it during daytime and those respondents were mainly the customer of Arambagh and Bens. Thus, on the basis of findings it can be concluded that Lassi is more of an impulse product rather than take away product.
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vi.
Frequency of consumption:
250
200
Axis Title
150
100
50
once in a week 82 25
occasionally 218 65
Respondents were interviewed to know about their frequency of consumption of Lassi. The survey reveals that 65 % of the respondents consume Lassi occasionally that is at every fifteen days. The findings suggest that Lassi is not their need based product and they take it mainly as a refreshment product during summers.
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Attribute Points 1.071 1.101 1.164 1.183 1.633 1.851 1.972 2.131
Here we had tried to identify the attributes which the consumer considered important while purchasing Lassi on a 3 point rating scale i.e. 1 for high importance, 2 for medium and 3 for low importance. The findings revealed that consumer had rated taste, freshness, health and hygiene as most important while purchasing Lassi whereas the rest attributes is of medium importance. This outcome would help Amul to develop more customized Lassi that can be acceptable to the consumers. viii. Satisfaction level: Satisfaction from Lassi generally consumed Order of Priority 1. Taste & Freshness 2. Availability 3. Price 4. Health & Hygiene 5. Packaging 6. Shelf Life Attribute Points 2.901 2.634 2.189 2.185 2.039 2.021
Respondents were asked to rate their existing Lassi which would seek to know the level of satisfaction for each attributes so that Amul could take measures while developing and supplying Lassi. Respondents were asked to rate on 4 point scale that was 1 for poor , 2 for 23 | P a g e
65% of respondents were aware of Amul Kool Lassi being available in their nearby area and more than 3/4th respondents have expressed their willingness to prefer Amul Lassi in pouch as they can get the same product at lower price. This finding suggests that Amul should launch Amul Lassi in pouch pack. x. Preferred pack size and price:
The ideal pack size suggested by respondents was of 200ml which was supported by more than 50% respondents and the preferred price suggested by respondents was Rs 7.
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xi.
Of those respondents who have preferred Amul Lassi in pouch, 70 % have given their consent to shift from their existing Lassi to Amul Pouch Lassi provided that quality and taste would be good. 46 % of the respondents that will shift to Amul Lassi have told that this shift will increase their consumption level.
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This survey was carried out for the retailer to know the reason behind not keeping Lassi and their willingness to keep it. It was identified that half of the retailers were not keeping Lassi due to unavailability of product. It was also found that some of the retailers that were keeping Amul Kool Lassi has stopped keeping due to the lack of supply at regular interval which was a basic problem for Amul as it was suffering from short supply problem. Of the total retailers surveyed that were not keeping Lassi around 70 % were ready to keep pouch Lassi of a good brand. The rest were not ready to keep it due to mainly above mentioned reason.
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Knowledge about the actual time of sale of Lassi can be immensely helpful for Amul in minimizing the supply demand gap and also to minimize the logistics cost associated with distribution. It is clearly evident from the chart that the maximum number of customer purchase Lassi during day time especially in summer as a refreshment drink. When retailers were asked about the margin they make by selling one pack of Lassi, 65% of the respondents told about margin of Rs 0.5-1.0.
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The suggested pack size and price preferred by retailers for proposed Amul pouch Lassi was of 200 ml and having a price of Rs7. Thus the suggested pack size and price from both consumer survey and retailer survey are same. This will help Amul in making decision about pack size and price.
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Findings from Loose Lassi Retailers survey: i) Source of Dahi and Milk:
More than 90% Loose Lassi retailer use self prepared curd for preparing Lassi and their major source of Milk for preparing curd is loose Milk procured from milkman. One finding came out from this survey was that the retailers prefer to buy buffalo milk as it have high fat contents (gives more thickness to dahi) irrespective of its high price than the cow milk. ii) iii) iv) Customer arrival time and kind of customer
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LIMITATION & CAVEATS 1. Total coverage of the study was limited to few geographical areas. 2. Sample size of the study was restricted to 600 respondents only. 3. Most of the respondents (especially loose Lassi retailer) hesitate to give information but how ever an attempt was made to collect the data systematically. 4. Time was the one constraint of the survey.
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Market Potential
The requirement of Lassi of Kolkata market is 3.8 LLPD. But the potential of market is more than this existing figure. In the survey it is found that around 2.5% do not consume Lassi because of unavailability of Lassi. Around 45% respondents said that their favourite soft drink is Lassi but they do not consume it frequently because it is not easily available at every place. If Lassi is provided properly in every part of the city, the frequency of consumption of these consumers of Lassi will increase. Around 45% respondents even said that if Amul pouch Lassi will come in market then it will increase their consumption of Lassi. Then going by the conservative approach the market potential of Lassi is 5 LLPD.
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15000000 40% 200 ml 200 ml extra in every 10 days = 15000000*40%*0.2/10 3.8 LLPD 5 LLPD
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Strengths Strong Brand name of Amul Better quality of Lassi at affordable price in comparison to Loose Lassi retailers Strong distribution network and established infrastructure at each level Experience of selling pouch Lassi in other parts of country
Weaknesses No weakness
Opportunities Huge potential market (5 LLPD) Lack of competition from organised players Price advantage
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AMUL has got a strong brand name and AMULs products are known for its quality. Amul has years long relationship with customer and enjoys a reliable image which makes it easier for AMUL to launch a new product and capture a fair market share for it in comparison of its other competitors. Thus to launch a product Amul need to have a launching strategy which will add to existing brand image. A proper launch and marketing strategy will help the product to capture a fair market share. On the basis of our gathered information of the Lassi market of Kolkata, it can easily be concluded that there is a reasonable market opportunity for AMUL to launch its pouch Lassi.
Marketing Objectives
Short term objective : To capture 20% market share of Kolkata Lassi market within 1 months of launch Long term objective: To capture 60% market share of Kolkata Lassi market
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Segment : Mass Product Target consumers a) Lower middle, Middle income group customers b) Institutional Customers like IRCTC, College & Office Canteens
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Design on pouch: Same as on Amul Masti Dahi pouch (Amul Masti Dahi in pouch is a hit product in market, thus Lassi in pouch can get easy recognition.)
Placement Strategy
Launch time Lassi is a seasonal product and its sells pick up in March, thus Pouch Lassi of Amul be launched in 2nd week of March 2010. During the entire summer product will be established in the market and achieve maximum sales. Launch target a) 35000 LPD within 10 days of product launch b) 75000 LPD within 30 days of product launch Channel partners a) Wholesale Distributors (WD) b) Retailers/ APO Proposed Number of retail outlets : 4000 Proposed Number of WD : 14 Area coverage plan: 300 retail outlets/WD
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Role of Channel Partner 1. WD (wholesale Distributors) a. Important link between Company and Retailer b. Primary sales take place at this level Infrastructure required a. Deep refrigerator to store goods b. Delivery Vehicle 2. Retailers a. Purchase goods from WD b. Sell goods to end consumer Infrastructure required Refrigerator Type of retailers a. General retailers/ Pan shops b. APO c. Institutional players
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Distribution Strategy a) Distribution Channel Amul Pouch Lassi is different from the existing fresh line and dairy line products of Amul. Shelf life of existing fresh line products is 18-24 hrs whereas shelf life of Dairy line products is more than 10 days. The shelf life of proposed pouch Lassi will be 2-3 days. Thus, it needs a separate distribution channel other than the existing Fresh line and Dairy line distribution channel. b) New WD should be selected and they can have similar kind of product in their kitty like Pouch Lassi, Pouch Butter milk, Misti Dahi and Plain Dahi in cup as the shelf life of all these products is around 2-3 days. c) Lassi will be supplied in crate through insulated medium size vehicles (Tata Ace) from plant to distributors. d) From WD Pouch Lassi should be supplied to retail points through small insulated vehicles during 10-1 am.
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Distribution Cost
Up to 100 Km Rate (Rs) Actual Cost (Rs) Per Vehicle Transportation Cost (Rs) Vehicle Capacity Transportation Cost per pouch (Rs)
(Table 10: Distribution Cost)
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WD Price
WD Margin 20
Retailer Margin 30
% Margin 12
MRP 280
MRP/Pack 7
Promotion Strategy o o Free sampling: - Pre-testing of pouch Lassi for 3 days. Trade scheme
For retailers: 1pouch of Lassi free with every purchase of 20 pouch of Lassi for first 2 weeks. o Media Activities
a) Print Media Advertisement: Ad in 1 major vernacular and 1 national English Newspaper for the first week of launch period b) FM Radio: Airing the ad or jingle for the first 2 weeks in local FM like Radio Mirchi or Big FM for at least 8 times a day o POP support
a) 500 banners across the roads of Kolkata at the time of launching the product b) c) d) 2000 stickers at retail points 750 Stand board 2000 leaflet for institutions like IRCTC, Hotels and Canteens
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Budget required for Promotional Purpose Piece Rate/piece (Rs) Banners Stickers stand board Leaflets Kiosk Free sampling (pouch) Trade scheme (4000 crate) Advertisement Total
(Table 12: Budget required for promotional purpose)
Days
250000 1204500
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a) ATR assessment of Amul Pouch Lassi. b) a) Customer and retailer satisfaction with quality and service of new product. Future plans Work to improve customer and retailer satisfaction and remove complaints from the product. b) Study the finding of survey and act to improve the value of product.
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Family size ___________________________________________________________________________ __ 1. Do you consume Lassi as a drink? a) Yes d) No (If yes then go to question no 3 else question no 2) 2. Why dont you consume Lassi? a) Unavailability b) Taste c) Health problems d) other (specify..) 3. How do you perceive Lassi as compared to other soft drinks (carbonated, fruit juice)? 4. Provided an option which soft drinks will you like to purchase and consume from a shop which keeps all kinds of soft drink? a) Carbonated drinks b) Fruit based drinks b) Flavoured milk d) Lassi 5. Do you prepare Lassi in home or purchase from outside? a) Only in home c) Mostly from Market 44 | P a g e
6. When prepared in home from where do you get Tak (plain) Dahi? a) Homemade b) Loose c) Packed d) Any
7. When purchase from market what kind of Lassi do you usually purchase? a) Pouch b) Loose c) Tetra Pack d) Any 8. If packed which brand of Lassi do you normally buy? a) Amul b) Arambagh c) Bens d) Other (Specify) 9. When do you generally purchase Lassi in a day? a) Morning b) Noon c) Evening d) Night 10. When do you generally consume Lassi in a day? a) Morning b) Noon c) Evening d) Night 11. In your family who prefers to consume Lassi? a) Children b) Youngster c) Middle aged 12. How often do you consume Lassi? a) Daily b) Every second day
d) Old people
c) Once in a week
d) Occasionally
13. Which of the following attributes do you consider important while consuming Lassi? High Importance Price Taste Freshness Shelf Life Pack Size Convenience of purchase Health Hygiene Medium Importance Low Importance
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14. How do you rate your existing Lassi? Attribute Poor Taste & freshness Price Packaging Health& hygiene Availability Shelf life
Average
Good
Excellent
15. In Which Season do you consume Lassi? Yes a) b) c) d) e) Summer Winter Spring Rainy All Season .. .. .. .. ... No ...
16. Are you aware of Amul kool Lassi being available in your nearby outlet? a) Yes b) No c) Dont know 17. Will you prefer Amul Lassi in pouch? a) Yes b) No 18. What should be? Pack size of Amul Lassi in pouch a) 150ml b) 200ml c) 250ml Price (200ml) a) Rs5 b) Rs6 c) Rs7
d) 500ml d) Rs8
19. Provided an option of Amul Lassi in pouch at cheaper price will you shift from your current source of Lassi to Amul Lassi? a) Yes b) No c) Dont know 20. If yes then will it increase your consumption and by what quantity? a) Yes b) No c) Dont know
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Annexure 2
Questionnaire for Loose Lassi Retailers: (Lassi in pouch) Dear Respondent, As part of marketing research we are conducting a survey related to Lassi. For this purpose we would like you to spare a few minutes and share your views with us. Thank you. Name of the shop: Area: .. ___________________________________________________________________________ __ 1) From how many years are you in this business? 2) In which season do you sell Lassi? a) Summer b) Rainy c) Winter d) Spring e) All season 3) How much quantity of Lassi do you sell per day? a) Less than 20 Lit b) Between 20 to 30 Lit c) More than 30 Lit 4) What is the shelf life of Lassi prepared by you? a) 5 hrs b) 8 hrs c) 1 day 5) How do you get curd for making Lassi? a) Self prepared curd c) Purchase Branded curd 6) In case of self prepared curd from where do you get milk? b) Purchase loose Curd
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7) Do you buy high fat /SNF milk while preparing good quality of curd? . 7) What is the cost of milk/lit? 8) In case of purchasing branded curd which companys curd do you use? 9) Quantity of Lassi/glass: . Rate/glass: .
10) How many glasses of Lassi do you prepare from : 1kg of curd: .. One slab of Ice: 11) At what time maximum customers come to your shop? a) 9-12 am b) 12-4 pm c) 4-8 pm 12) What kind of customers generally come to your shop? a) Permanent and regular b) Permanent but irregular 13) From what kind of customers do you get maximum sales? a) Permanent b) Running 14) What portion of your income is generated through Lassi business? . 1kg of sugar:
c) Running
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Area: .. ___________________________________________________________________________ __ 1) Do you keep Lassi? a) Yes b) No (If yes then go to question no 5 else question no.2) 2) Why dont you keep Lassi? a) Lack of demand b) Storage problem
3) Do you keep other soft drinks (carbonated, fruit juice)? a) Yes b) No 4) If yes, will you like to keep Pouch Lassi of a good brand? a) Yes b) No 5) Which brand of Lassi do you keep? a) Amul b) Aram Bagh c) Meghna Dairy
d) Bens
e)Other
6) How much quantity of Lassi do you sell per day? b) Less than 20 pak b) Between 20 to 30 Pak c) More than 30 Pak 7) At what time maximum customers come to your shop? b) 9-12 am b) 12-4 pm c) 4-8 pm 8) What kind of customers generally come to your shop? b) Permanent and regular b) Permanent but irregular 9) From what kind of customers do you get maximum sales? b) Permanent b) Walk in
c) Walk in
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14) Customer purchases Amul cool Lassi because of Yes a) Price . b) Quality . c) Hygiene . d) Packing . e) Others ..
NO . . .
15) Do the customers ask for Pouch pack of Amul Lassi and if yes what is the frequency of that? 16) What should be the Pack size of Amul Lassi in pouch? a) 150ml b) 200ml c) 250ml d) 500ml Price (200ml) a) Rs5 b) Rs6 c) Rs7 d) Rs8 17) At what time will you like pouch Lassi to be supplied to your counter?
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References:
7. http://www.mapsofindia.com
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