An Indian dairy producer is launching a branded version of the traditional yoghurt drink lassi in its domestic market, hoping to compete with restaurants and cafes by stressing its hygienic packaging. Mother Dairy Lassi is being sold by the Gujarat Cooperative Milk Marketing Federation's milk cooperative, also called Mother Dairy. It hopes to succeed in the north of India, where lassi is particularly popular during the hot summer months. Mother Dairy is also opting for a cheap price, Rupees 5 (US$0.11) for a 200ml pack. Indian press reports quoted company sources as saying they will "review the prices once demand for lassi picks up."