Parag Milk launches premium milk brand 'Pride of Cows', worth Rs 75 per litre

PUNE: Parag Milk Foods launched its premium milk brand 'Pride of Cows' in Pune. Priced at Rs 75/litre, the milk is delivered at home only by order. Mr Devendra Shah, chairman, Parag Milk Foods claimed that the milk is more hygienic because it is untouched by humans at any point and cold chain is maintained right from the farm gate. Parag launched Pride of Cows in Mumbai last year. The company claims that it sells 5000 litres of the milk every day in Mumbai and has customers that include Sanchin Tendulkar, Raj Kundra, Hritik Roshan, Nita Ambani etc.

Parag has a fully automated cow farm at Manchar near Pune from where the milk is sourced. It is chilled immediately and pasteurised at the processing unit set up next to the farm. ""Pride of Cows is more nutritious because the cold chain is maintained through out the supply chain. The ideas is that the children should drink the milk without boiling which keeps it more nutritious,"" said Mr Shah.

The company distributes the milk through its own people without using distributor network. "This ensures that there is no adulteration at any stage in the milk,"" said Mr Shah.