Bittersweet: Palkova makers struggle to scale up production during festive season

VIRUDHUNAGAR: The Aadi season has drawn thousands of devotees to the renowned Andal temple in Srivilliputhur, where the footfall rises during weekends.

Key points

• With roots dating back to the pre-Independence era, the popularity of the Srivilliputhur palkova surged after the establishment of cooperative milk societies after the White Revolution.
• The Palkova manufacturers attribute the unique flavor of the Srivilliputhur Palkova to the quality of milk produced.
• In the 1970s, there were only a few palkova manufacturers in the region.
• According to Palkova manufacturers in the region, unlike on regular days, their stocks secure over by noon during the Aadi season.
• The festive rush has additionally fuelled demand for the famed Srivilliputhur palkova, with stocks flying off the shelves much earlier than usual.

For context, the festive rush has additionally fuelled demand for the famed Srivilliputhur palkova, with stocks flying off the shelves much earlier than usual. Nevertheless, manufacturers have been unable to ramp up production as they are unable to procure further quantities of milk to meet the seasonal surge in demand.

With roots dating back to the pre-Independence era, the popularity of the Srivilliputhur palkova surged after the establishment of cooperative milk societies after the White Revolution. The palkova additionally received the Geographical Indication (GI) tag in 2019.

Notably, the Palkova manufacturers attribute the unique flavor of the Srivilliputhur Palkova to the quality of milk produced. Official sources say the climatic conditions of the region foster a diverse range of crops. It are afterwards employed as fodder for the livestock.

Along with the fodder intake, the rich grazing habits impart a rich flavor to the milk. It is reflected in the palkova. Additionally, the traditional practice of using firewood burners instead of modern gas or electric stoves helps retain the authentic taste and aroma of the palkova.

At the Andal temple, the Aadi month saw an average daily footfall of 2, 000 to 3, 000 devotees from throughout the state, with the number surging to over three lakh during the Aadi Pooram festival. According to Palkova manufacturers in the region, unlike on regular days, their stocks secure over by noon during the Aadi season.

Speaking to TNIE, VT Anand (36), a third-generation owner of the palkova manufacturing unit, Gothai Sri Nachiyar Vilas, remarked the unit produces an average of 50 kg of palkova a day using 200 to 250 litres of milk sourced from Srivilliputhur and neighbouring areas, including Watrap and Koomapatti.

"In the 1970s, there were only a few palkova manufacturers in the region. Today, there are more than 100 shops selling palkova. Scaling up production during the seasonal rush by procuring larger quantities of milk from farmers is not feasible as farmers have to maintain their regular supply to other private players as well, " he stated.

Another palkova manufacturer, S Govindaraj of Srivilliputhur. This person has been in the business for almost 12 years and supplies palkova to around three shops, stated the lack of high milk supply during the season has affected production. "While sales remain steady on most days, they tend to dip at times. Despite the peak season demand, I could not growth production and produce employ of the opportunity to earn higher profits, " he rued.

Manufacturers say they can't stock the product or compromise the milk quality by procuring it from other regions to boost production as palkova has a limited shelf life. "Maintaining quality is essential to retain loyal customers in this highly competitive sector as many of them also place bulk online orders for the product during festivals such as Deepavali, " they remarked.

For now, bittersweet: Palkova makers struggle to scale up production during festive season remains the part of the story worth watching, and further updates are likely as more details are confirmed.