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INTERVIEW

“Consumers becoming conscious of nutrition, authenticity, freshness”
Monday, 27 March, 2023, 08 : 00 AM [IST]
The dairy industry is constantly evolving, and recent trends are making it easier for consumers to make informed decisions about their products. Consumers are increasingly seeking out increased transparency, with an emphasis on nutritious, authentic, and pure products, said Akshali Shah, executive director, Parag Milk Foods, in an interaction with Nandita Vijay. Excerpts:

What is the future of dairy farming in India?
As the demand for healthier and better-sourced food continues to increase, more consumers are becoming conscious of the nutritional value, authenticity, and freshness of their food. There will be an increase in the number of businesses that provide direct-to-consumer deliveries of dairy and dairy products. One of the key pillars of success will be ensuring the utmost level of hygiene and cleanliness. As pioneers of the farm-to-home concept, we take great pride in delivering the freshest, unadulterated and hygienic milk to your doorstep. Our commitment to providing a safe, healthy, and nutritious product with strict adherence to hygiene and cleanliness standards is what has made us a trusted provider in this field. By creating and maintaining effective protocols and systems, dairy farmers will be able to safeguard the welfare of their animals while driving their business forward.

How are dairy companies like yours going with the efforts to launch the Farm to Home fresh milk dairy brand?
We believe the concept of farm-to-home is becoming an increasingly popular concept in today's society, with consumers wanting to know exactly where their nutrition comes from, what goes into it, and how it is produced. Pride of Cows is India's most modern dairy farm, is a pioneer in this concept, and delivers fresh, quality milk without any additives or preservatives. Our farm-to-home approach has been designed to ensure absolute purity and intact structure and nutrients of the milk are retained throughout. At Pride of Cows, you are guaranteed the finest quality milk that you can find.

What are the visible trends that you see in the Indian dairy landscape?
The dairy industry is constantly evolving, and recent trends are making it easier for consumers to make informed decisions about their products. Consumers are increasingly seeking out increased transparency, with an emphasis on nutritious, authentic, and pure products. Quality has become more than a key factor in the dairy industry - it has become an expectation. Industry leaders are now challenged to provide transparency, while also delivering on their commitment to creating products of the highest quality.

How has Pride of Cows fared so far?
Our steady growth in the past, from 175 consumers to 1 lakh homes, is a testament to our success and commitment to quality. We are now determined to expand our consumer base even further and provide a seamless experience to all potential consumers. We are dedicated to providing our consumers with the most premium quality milk, fresh from the farm, and free from any preservatives or adulteration. Our milk is in its most genuine form and we take all the necessary measures to ensure its purity. We have also worked on brand extensions and launched Pride of Cows Ghee, Curd, and Paneer. We are also expanding the geographies and recently entered Ahmedabad. We are now servicing to more than 1 lakh households with our Farm to Home Pride of Cows milk across five cities- Mumbai, Pune, Delhi, Surat, and Ahmedabad. We are also present in premium stores and modern trade with our Pride of Cows Ghee, Curd and Paneer hence with an extended product range we are spreading our wings pan-India.

There is competition in this space in India, what are the key strengths that set the company apart?
The quality, traceability, and freshness of milk are crucial factors when considering a healthy, safe, and nutritious product for your family. As pioneers of the Farm-to-home concept, we strive to meet these standards and go the extra mile for our patrons with our Single-Origin milk. Our initiative has been devised to raise awareness of the many benefits associated with single-origin milk - higher quality, traceability, freshness, and added nutritional value - to ensure that our consumers make an informed choice about the milk they buy. Our commitment to excellence is integral to delivering the very best milk to our premium segment of consumers, who demand quality and authenticity in the products they consume. We remain steadfast in our pledge to always provide the very best milk, rooted in the principles of authenticity, safety, and value.

How are your ghee, curd, and paneer faring in the wake of a number of brands already available in the market?
We take tremendous pride in providing the highest quality, freshest, and most unadulterated cow milk.

To ensure that our customers get the best of the best, we've developed a completely mechanised and contactless process to deliver our curd to their doorstep. Our curd is thick and creamy with a high protein and calcium content and an unforgettable flavour.  

We aim to ensure that our customers don't just get the best quality milk but also the best ghee, made from the same high-quality milk. Pride of Cows Ghee is perhaps the only single-origin ghee and is untouched by human hands right from milking to the packaging process. The aroma, taste, and graininess of the ghee make it unbeatable.

To top it off, we also offer top-notch Single Origin Paneer that is packed with proteins and hygienically processed to provide the best flavour. Make sure to try out the fresh Pride of Cows Milk made single origin Paneer for a truly unforgettable treat.

What are the likely future efforts of the company to grow its business?
Our goal is to expand our product lines, as well as diversify our presence into different cities. Following the successful launch of our programme in Ahmedabad, we are ecstatic to announce that we are now looking forward to launching in select metro cities. Through this expansion, we strive to enhance our loyal customers' experiences, bringing them the highest quality of products.

How much tech adoption is taken up for your operations? Could you detail the digital tech that is implemented?
At Pride of Cows, we are proud to be at the forefront of this movement, utilising a well-crafted website, a subscription-based model, and our own app to provide an enriching experience for our customers. Our commitment to providing innovative and up-to-date digital solutions has enabled us to build a strong foundation for success.
 
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