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Rs 75 per litre milk launched - high on nutrition, flavour; needs no boiling
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Wednesday, 06 July, 2011, 08 : 00 AM [IST]
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Anurag More, Mumbai
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With rising costs of milk still a hot topic of debate, Bhagyalaxmi Dairy Farm (P) Ltd has surprised many with the launch of a premium milk offering - Pride of Cows - that is priced at a whopping Rs 75 per litre, almost double the price of leading premium brands. The product will be initially available in south Mumbai. Depending upon the response, it will be launched across the nation, according to the company.
Announcing the launch at a press conference held here on Tuesday, the company informed that its unique production technique is the logic behind placing the product at an unusually higher price. "The high cost is because the cost of making milk is expensive, cows are expensive, the feed given to them and other machinery adds to the cost," said Ramesh Rao, brand consultant, Bhagyalaxmi Dairy Farm.
The milk needs no boiling and is high in nutritional value, specially packaged, carefully handled and hand-delivered to the customer's door-step every morning. It bears a distinct flavour of delicious full-bodied milk, which is richer and creamier that regular milk.
Edmund Piper, manager, Bhagyalaxmi Farm, who is the brain behind the concept, said, "With Pride of Cows, Bhagyalaxmi Dairy Farm will fulfill its promise of providing its customers with a world-class environment-friendly dairy product."
The unique F2H (Farm-to-Home) initiative will allow customers access to milk which is produced without human interference at the company using state-of-the-art technology and global best practices.
Rao said that the offering is the first-of-its-kind to use temperature-controlled logistics in order to deliver taste and experience to its customers. It will be ensured that the milk is exceptionally clean and low in bacterial count, which makes it a healthy alternative.
"We had done trade shows and other programmes for our product. Currently we are selling it by invitation. So far 1,000 members have signed and we are expecting 5,000 members in coming months."
The company has invested Rs 60 crore for the plant including the cost of milk.
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