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Parag Milk to airlift premium milk brand to Delhi-NCR

Our Bureau New Delhi | Updated on January 17, 2019 Published on January 17, 2019

Devendra Shah, Chairman, Parag Milk Foods Ltd. File Photo   -  BusinessLine

To be priced at Rs 120 per litre

Leading private dairy company Parag Milk Foods Ltd expects its farm-to-home brand- Pride of Cows to touch the Rs 200 crore-mark in sales in the next 2-3 years. The company has expanded its distribution to Delhi-NCR.

Sold on a subscription-model directly by the company, the premium milk will be airlifted from its dairy farm in Manchar, Pune to cater to the consumers in the Delhi-NCR. So far, the company has been selling the brand to about 34,000 households in Mumbai, Pune and Surat and it has also found traction among celebrities and HNIs.

Devendra Shah, Chairman, Parag Milk Foods said, “With the aim to expand the brand’s presence, we have been focusing on increasing the production at our farm. Currently, we have over 3000 Holstien Freisan cows. We believe we have the capacity to cater to 15,000-20,000 households in the Delhi-NCR region in the next one year.”

Initially to be made available in South Delhi and Gurgaon region, the company plans to roll out its “by-invitation” subscription model across the Delhi-NCR region in the next few months. “Currently, Pride of Cows is a Rs 80-crore brand. We expect it to grow to about Rs 180- Rs 200 crore in the next 2-3 years,” he said adding that Delhi-NCR is the largest milk market in the country.

Priced at Rs 120 per litre in Delhi-NCR, consumers can subscribe to the premium milk on the company’s website or through its app. Shah said, “ In the first six months, we will airlift about 10,000 litres of premium milk from our farm. We only source the milk from our state-of-the-art dairy farm which is equipped with international technology for feeding, milking and processing of fresh milk. We hope to expand this to 20,000 litres in the next six months for the Delhi-NCR region.”

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Published on January 17, 2019
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