Famous for tickling taste buds with its traditional Indian delicacies, the Punjab State Co-operative Supply and Marketing Federation limited — popularly known as Markfed — is all set to make foray into the bottled drinking water market.
Asia”s largest marketing cooperative, has decided to launch a “hygienically tested” water bottles under its premium brand “Sohna” not only in India, but abroad as well.
Showcasing the “Sohna” brand of drinking water was a part of integrated marketing strategy in view of huge demand of Markfed products accepted globally.
Markfed has made foray into the mineral water market in Indian and international level, realising its brand patronage and it was exploring all the possibilities to take this unique initiative to give a major fillip to the economy of the state”s prestigious marketing cooperative.
Markfed, a Punjab government undertaking, sells food products like ghee, refined oils, sauces and basmati rice and is all set to introduce the Sohna packaged drinking water in the near future.
The production unit of this packaged drinking water is likely to commence at village Chuharwali in Jalandhar district, which would be made operational by January 2014.
The entire matter relating to the launch of “Sohna” drinking water was thoroughly discussed with the top brass of the Cooperation department in a high level meeting presided over by Punjab Chief Minister Parkash Singh Badal.
The decisions taken in this meeting was crystallized in a series of meetings convened by Principal Secretary Cooperation SK Sandhu, who further asked the Markfed Managing Director Kamaljit Singh Sra to prepare a comprehensive blueprint for the launch of mineral water, the spokesman said.