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Parag Milk Foods Launches Premium Milk Brand ‘Pride Of Cows’ In Delhi; Worth Rs 120 Per Litre

The company aims to double the Pride of Cows revenue with a high double digit growth in the next two years

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Parag Milk Food on Thursday announced an expansion of its premium milk brand ‘Pride of Cows’ in National Capital. The milk will be delivered at your doorstep at Rs 120 per litre by ordering through an app.

The expansion is a strategic move towards strengthening Parag Milk Food’s offerings in North region. As part of the investment, the company will majorly focus on logistics and distribution.

With the aim to provide farm fresh experience to consumers in Delhi, the company will airlift the milk from India’s largest dairy farm, located in Manchar, near Pune.

Devendra Shah, Chairman, Parag Milk Foods said, “The Company’s revenues from Pride of Cows has grown at a CAGR of 28 % over FY13-18 and it will continue to grow at this pace. Delhi NCR is the largest milk market of the country valued at around Rs 11,000 crore and with Pride of Cows; we are going one-step further in strengthening our presence in cow’s milk in the region”.

Currently, the company is catering to 25,000 households in Mumbai, Pune and Surat. He added, “With the aim to reach out to more households across the country, we plan to increase the production at our farm. North India is one of the key market for us and we have plans to increase the goodness of cow’s milk in the region through our strong product portfolio in the near future”.

Pride of Cows is a first-of-its-kind, superior, Farm-to-Home milk concept catered to the consumers who believe in leading a healthy lifestyle and consuming natural and unadulterated products. Defining the edge of purity and high quality, the milk will come from a state-of-art dairy farm called Bhagyalaxmi Dairy, which consists of 3,800 Holstein Freisan cows, and is equipped with the finest International technology for feeding, milking and processing of fresh milk, as per company statement.

Akshali Shah, Senior Vice President, Strategy - Sales and Marketing, Parag Milk Foods, who is the brain behind this concept, said, “With an abundance of such consumers in Delhi NCR, we have spotted a huge opportunity for expansion in the region. After starting operations in South Delhi and Gurgaon, we plan to rollout the distribution in entire Delhi-NCR in the next couple of months. We will continue to maintain the exclusivity of the brand through a ‘by-invitation’ based model.”
By-invitation Model - It starts with filling up a subscription form available in the Pride Of Cows app or website and ends with our acceptance according to the availability of milk bottles.

Dairy consumption is highest in the region and the initiative will allow the company to strengthen the supply of cow’s milk and make the goodness of farm fresh milk reach Delhi NCR. The company recently acquired Danone facility in Sonipat and commenced the operations with pouch milk supply under their Gowardhan brand.

Priced at Rs 120, per litre in Delhi NCR, consumers can subscribe to the premium milk on the Pride of Cows website. In the coming months, the company is planning to expand the product portfolio by introducing new milk variants under Pride of Cows.

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