Mumbai: India has been facing the issue of adulteration in milk since long and prolonged measures are taken by various government bodies and dairy companies in order to stop the poisoning of milk. One such initiative taken by Parag Milk Foods Pvt Ltd by launching Pride of Cows in year 2011 with unique F2H (Farm to Home) service.It is available only through invitation and the milk will be delivered at your door step directly from Bhagyalaxmi Dairy Farm, Manchar at the outskirts of Pune. Some of the Pride of Cows clientele include Sachin Tendulkar, Raj Kundra, Hrithik Roshan, Nita Ambani,Farhan Akhtar, Amitabh Bachchan, Kiran Rao, Akshay Kumar etc.

Pride of cow’s milk is produced without any human interference at Bhagyalaxmi Dairy Farm using state-of-the-art technology and global best practices. It is first of its kinds to use temperature controlled logistics in order to deliver a unique taste and experience to its customers. The milk is premium, unadulterated and in its most natural form and the quality of milk is controlled through specially designed nutritional meal.

Mr. Devendra Shah, Chairman, Parag Milk Foods Pvt Ltd said, “After piloting this ambitious project ‘Pride of Cows – by invitation only’ in south Mumbai, we extended it to Pune and other parts of Mumbai and have had overwhelming response. Pride of Cows is happy to reach out betweenBandra and Goregaon and we are confident Pride of Cows will be a big hit”.

Mr. Mahesh Israni, Chief Marketing Officer,Parag Milk Foods Pvt Ltd asserted,“At Bhagyalaxmi Dairy Farm we love our cows and treat them well which can be felt in the taste of ‘Pride of Cows’ and its growing popularity across Mumbai and Pune.  We are confident of reaching 20,000 customers in next 12- 18 months. To achieve this growth, we are focusing more on BTL activities. This will create awareness about the quality of milk and its health benefits.”

The brand is currently available in Mumbai and Pune and currently caters to over 5000 families through ‘Invitation’ model.  The company sells over 5000 litres of milk under this brand every day in Mumbai and expected to sell 20000 litres of milk per day in the next one year. It aims the same target for Pune market as well.

With expanding it service from South Mumbai to Goregaon. Pride of Cows is only available in selected parts of Mumbai and Pune at the price of Rs. 75/- per liter.The shelf life of this product is of seven days under standard refrigeration.

Source : Anil Agre