Leading private dairy company Parag Milk Foods Ltd is planning to supply 10,000 litres of premium fresh cow milk per day in the Delhi-NCR market. Milk will be transported to Delhi-NCR by airlifting the product from its dairy farm near Pune.
Parag Milk is selling its milk and other dairy products under different brand names such as ‘Gowardhan’, ‘Go’, and ‘Pride of Cows’. The company has three plants in Maharashtra, Andhra Pradesh and Haryana with a total processing capacity of 2.9 million litres per day.
To expand the company’s business in the north and northeast India Parag Milk has acquired Danone’s manufacturing facility in Sonepat, last April. From August that plant is operational and it has started pouched cow milk delivery in Delhi-NCR.
Parag Milk Foods Chairman Devendra Shah said, “We are now launching our premium milk brand ‘Pride of Cows’ in the Delhi-NCR market. We will sell this cow milk at Rs 120 per litre. Initially, we will supply 10,000 litres per day and in the next six months; this will increase to 20,000 litres per day. The company is already selling an average of 34,000 litres of this premium cow milk directly to customers in Mumbai, Pune and Surat.”
The company has kept the price high of this premium cow milk in Delhi-NCR, Rs 120 per litre because of its logistic cost. In Mumbai and Pune, the premium cow milk is sold at Rs 95 per litre.
He also added, “Pride of Cows is a farm-to-home milk concept catered to the consumers who believe in leading a healthy lifestyle and consuming natural and unadulterated products. The milk under this brand is sourced from its state-of-art dairy farm ‘Bhagyalaxmi Dairy’ consisting of about 3,000 Holstein Friesian cows.”
Akshali Shah, Senior VP, strategy – sales and marketing, said, “As the direct consumption of fresh milk has increased, consumers have become mindful of the source of the milk they consume and the nutrient content, which has led them to invest more in premium milk…With an abundance of such consumers in Delhi NCR, we have spotted a huge opportunity for expansion in the region.” She also added, “We will continue to maintain the exclusivity of the brand through a ‘by-invitation’ based model.”