Monday, October 21, 2019


Parag Milk launches farm-to-home premium milk Pride of Cows in Singapore
Wednesday, 12 June, 2019, 08 : 00 AM [IST]
Our Bureau, Mumbai
Parag Milk Foods Ltd., one of India’s leading dairy FMCG companies, has announced the launch of its farm-to-home premium milk brand Pride of Cows in Singapore. With the objective of providing a farm fresh experience to consumers in Singapore, the company is airlifting the milk from India’s largest dairy farm, located in Manchar, near Pune, to Singapore.

According to a press release issued by the company, Singapore enjoys a reputation as a place for the well-heeled and has one of the largest per capita incomes in the world. Known for its established wealthy households and emerging affluent millennials who are looking for transformational experiences that fulfil their aspirations, it is an ideal region for the expansion of the brand.

Commenting on the occasion, Devendra Shah, chairman, Parag Milk Foods Ltd, said, “A typical Pride of Cows consumer has an evolved taste preference and is brand- as well as health-conscious. With an abundance of such consumers in Singapore, we have identified a huge opportunity for expansion there. As the consumption of fresh and organic milk has increased in Singapore, consumers have become mindful of the source of the milk they consume and its nutrient content and we believe that there is a dearth of such products in the country. Moreover, for the affluent consumer, experiential luxury is what truly drives spending, and a brand like Pride of Cows epitomises those ideals.”

The brand will initially be available through various home delivery platforms.
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