Neeraj Mittal
From milking to packaging, Mr Milk is focusing on desi cows and a completely automated operation.
A new milk brand debuted in Pune and Mumbai in May 2019, promising to produce dairy products that were not only healthful but also ethical.
Mr Milk is sourced from the Mittal Happy Cows Dairy Farms, which span 85 acres near Lonavala and feature open paddocks, soft bedding, a specialized diet of high-quality feed, and a unique spa treatment at the end of the day. The company is part of the Mittal Group, which specializes in real estate.
“We’re working on ways to save the desi cow breed and urge farmers to switch to this breed in the future. “Our goal is to build a model farm where farmers can learn about desi cows and adopt infrastructure and facilities comparable to ours,” says the company’s director, Neeraj Mittal.
Mr Milk saw sales quadruple from Rs. 1.8 crore in 2019-20 as the epidemic heightened national awareness about the value of food in immunity building. “We’re an A2 milk brand that is as good as mother’s milk and is good for human health. People were looking for healthier, single-source milk during the pandemic, so there was a lot of interest. People started doing research because we were a new brand, and many of them found us suitable,” Mittal adds. In Pune and Mumbai, the organisation is expanding its network and distribution centres.
Currently, the farm has up to 400 cows, with plans to expand to 1,000 animals in the future. The business yields 1,500-1,800 litres per day because it solely uses milk from its own cows, while Mittal claims that the second and third generations of desi cows would give more. “Desi cow milk is quite unusual because a single cow only produces six to seven litres of milk per day, whereas other breeds, which more farmers rear, can give 25-30 litres,” he explains.
The company has made significant investments in infrastructure, including a completely automated procedure that ensures the milk is untouched from the milking to the packaging phases. It packages milk in eco-friendly paper containers. The company manages all phases of delivery till the last mile using its own network.
Mittal Happy Cows Dairy Farms is encouraging members of the public to visit in order to develop community and raise awareness. Tours can be tailored to families, school groups, or aspiring entrepreneurs. “We want everyone to discover our enthralling universe. “You’ll know where your milk comes from, and it will transform the way you drink milk,” Mittal says.