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MokshaYug Access (MYA), a venture launched by Union Minister M. Veerrappa Moily’s son Harsha, has launched a dairy brand ‘Milk Route.’
“The Milk Route brand encompasses a liquid milk product range that will include pasteurized toned milk, UHT toned milk and UHT low fat milk in various packing options and will be available across Bangalore city,” said Harsha Moily, who is the founder and CEO of MYA, at the launch.
The company has roped in cricket legend Rahul Dravid and leading Kannada actor Ramya as its brand ambassadors.
“We were active in B2B segment i.e. selling milk to business establishments. Now we have entered the mass market consumer segment,” he explained.
MYA in the last three years, through the milk procurement base in Mandya, Tumkur and Kolar has established a rural supply chain platform in 23 rural clusters that has an estimated agri-output value of more than Rs 1,000 crore a year.
Over the next three years MYA aims to spread its network in southern and western India and generate revenues of more than Rs 500 crore, said Raman Mangalorkar, director, MYA.
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