Milma On Wheels.

Innovative ideas can bring in dividends. 'Milma On Wheels' initiative was launched by the Kerala Co-operative Milk Marketing Federation - known by its trade name Milma. Undertaken by the three Regional Co-operative Milk Producers' Unions - TRCMPU of Thiruvananthapuram region, ERCMPU of Ernakulam region and MRCMPU of Malabar region is turning out to be a cash cow.

The idea was first mooted by the KSRTC - Kerala State Road Transport Corporation as part of the cash-strapped corporation's proposal to find a use for its buses deemed unfit for the roads.

The first "Milma On Wheels" was opened by TRCMPU at the Thiruvananthapuram KSRTC bus station. The entire cost of refurbishing the bus is borne by the regional unions and they pay a monthly rent of Rs.24,000/- which varies from place to place. Besides the rent, they also bear the cost of redoing the interiors which comes to around Rs.5 lakhs or more.

"Milma On Wheels" has achieved break even and revenue generation has been good. Though the profit margins differ from place to place, the project has proved a success. Besides the regular KSRTC buses, some of the low floor buses have been offered for the initiative.

These buses act as live advertisements for Milma. The insides of the vehicles have been transformed to showcase its various products. Every thing from milk to value-added products made from milk can be bought at these supermarkets on wheels.

The current distribution of the Milma On Wheels, apart from the ones mentioned earlier, are at :-

     * Thrissur KSRTC bus stand.

     * Ernakulam Boat Jetty.

     * Kannur.

     * Muvattupuzha and Kottayam bus stations are in the pipeline. 

The seating within these modified vehicles are six and eight seaters to facilitate snacking for customers.

- Adapted from an article by Anu Kuruvilla.

Tailpiece.

Got up at 6, the chores and was ready by a half past 9.

The maid comes for work and she gets fish for Kittu and gang.

The evening chores.