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Parag expands Pride of Cows in NCR; To airlift milk from Pune farm
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Friday, 18 January, 2019, 12 : 00 PM [IST]
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Our Bureau, New Delhi
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Parag Milk Foods, has expanded Pride of Cows, its premium milk brand, in Delhi NCR, and in a bid to provide consumers in the capital a farm-fresh experience, the company will airlift the milk from India’s largest dairy farm, located in Manchar, near Pune.
The expansion is a strategic move towards strengthening the company’s offerings in the northern region. As a part of the investment, the company will majorly focus on logistics and distribution.
The love and trust from the consumers for Pride of Cows in the western region motivated the company, which is one of India’s leading private dairy companies, to introduce the services in South Delhi and Gurgaon initially, with the aim to expand in the entire NCR region soon.
Pride of Cows is a first-of-its-kind, superior, farm-to-home milk concept catering 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 comprises about 3,000 Holstein Frieisan cows, and is equipped with the finest International technology for feeding, milking and processing of fresh milk.
Over the next two years, Parag Milk Foods aims to double Pride of Cows’ revenue with a high double-digit growth.
Commenting on the occasion, Devendra Shah, the company’s chairman, said, “The company’s revenues from Pride of Cows has grown at a CAGR (compound annual growth rate) of 28 per cent 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,” he added.
“Currently, we are catering to about 25,000 households in Mumbai, Pune and Surat. With the aim to reach out to more households across the country, we plan to increase the production at our farm,” Devendra said.
“North India is one of the key markets 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,” he added.
Elaborating on the launch, Akshali Shah, senior vice-president, strategy, sales and marketing, Parag Milk Foods, said, “With the increasing wave of healthier life, niche consumers with their evolved taste prefer premium products to complement their lifestyle.”
“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 Pride of Cows being a favourite,” she added.
“With an abundance of such consumers in Delhi NCR, we have spotted a huge opportunity for expansion in the region,” Akshali said.
“After starting operations in South Delhi and Gurgaon, we plan to roll out 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,” she added.
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 its Gowardhan brand.
Priced at INR 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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