Mother Dairy , India’s second-largest dairy processor, has launched its first probiotic milk.

The company, a subsidiary of the National Dairy Development Board (NDDB), said Nutrifit would be aimed at children.

Mother Dairy CEO Paul Thachil said previous launches, including the launch of a probiotic curd and Lassi, a yoghurt drink, had shown Indian consumers are open to “healthier eating options”.

“With the launch of Nutrifit, we are further strengthening our association with kids,” he added.

Nutrifit will be available in mango and strawberry flavours, priced at INR10 (US$0.25) for a 100ml bottle.

Within the last year, dairy majors Amul and Nestle have also launched probiotic products. The Indian nutraceutical market is valued at US$400m and is growing at 30% a year.