Parag Milk launches premium milk brand ‘Pride of Cows’ in the Delhi-NCR

Jan 18, 2019

Parag Milk Foods Ltd with a turnover of Rs. 1,950 crore has three plants in Maharashtra, Andhra Pradesh and Haryana with a total processing capacity of 2.9 million litres per day. Parag milk is now ready to supply 10,000 litres of premium fresh cow milk per day in the Delhi-NCR market directly to customers by airlifting the product from its dairy farm near Pune.
It sells milk and other dairy products under different brands including ‘Gowardhan’ Go’, and ‘Pride of Cows’. Premium milk brand ‘Pride of Cows’ in the Delhi-NCR market and will sell this cow milk at Rs. 120 per litre. Initially, and will supply 10,000 litres per day and in the next six month.

In April last year, Parag Milk acquired Danone’s manufacturing facility in Sonepat to expand its footprint in the north and northeast India. In August, it commenced commercial operations of this plant and launched the pouched cow milk in Delhi-NCR.

The price of this premium cow milk is higher than Mumbai and Pune markets where it is selling at Rs. 95 per litre because of logistics cost.

Pride of Cows is a farm-to-home milk concept catered to the consumers who believe in leading a healthy lifestyle and consuming natural and unadulterated products. The milk under this brand is sourced from its state-of-art dairy farm ‘Bhagyalaxmi Dairy’ consisting of about 3,000 Holstein Friesian cows. This farm is equipped with the latest global technology for feeding, milking and processing of fresh milk.

The company’s revenues from ‘Pride of Cows’ brand has grown at a CAGR of 28 per cent over FY’13-18 and it will continue to grow at this pace. NCR is the largest milk market of the country valued at around Rs. 11,000 crore and with Pride of Cows.

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 an abundance of such consumers in Delhi NCR dairy companies have spotted a huge opportunity for expansion in India.

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