In a bid to create a database of its milk cardholders, Aavin has begun distributing ‘Know Your Customer’ forms through its depots and cooperative societies.
“Though we sell over 7.5 lakh litres of milk daily through cards, not many customers come to the depot to even renew their cards; it is only the agents that we interact with. We do take in filled-in application forms when customers take additional or new cards. However, we don't have any details of existing monthly cardholders. If we have a database, we will be able to inform them about product offers,” explained C. Kamaraj, Managing Director, Aavin.
This would also permit Aavin to weed out cards that are no longer owned by actual customers.
“In many cases, families do not surrender cards when they shift residence but are retained by milk delivery boys, who keep renewing them. They sell milk at MRP rates and earn from that too,” explained an official source in Aavin. For now, customers who buy milk from cooperative societies have been provided with forms and asked to provide ID proof, including Aadhaar card, driving licence, voters ID and PAN card. They are being asked contact number, email ID, how many cards and what kind of milk the family/individual purchases.
‘Not mandatory’
There was some confusion amongst consumers this past week since the forms had said that Aadhaar numbers were a must.
But senior Aavin officials have clarified that it was not mandatory. Any one of the ID cards can now be furnished along with filled-up forms. Similarly, last month there was a sudden change in the last date meant for renewal of cards but that too has been relaxed, an official said.