Parag Milk Foods Launches ‘Pride of Cows’ in Delhi NCR

Deepthi | Myequity news | Date : 18-01-2019 11:00:00 IST

Parag Milk Foods Ltd., one of India’s leading dairy FMCG company, expanded its premium milk brand ‘Pride of Cows’ in the National Capital. With the aim to provide a farm fresh experience to consumers in Delhi, the company will airlift the milk from India’s largest dairy farm, located in Manchar, near Pune. This expansion is a strategic move towards strengthening Parag Milk Food’s offerings in the Northern region.

Commenting on the occasion, Mr. Devendra Shah, Chairman, Parag Milk Foods said, “The Company’s revenues from Pride of Cows has grown at a CAGR of 28 % over FY13-18 and we aim to double the Pride of Cows revenue in the next two years. Delhi NCR is the largest milk market of the country valued at around Rs. 11,000 crores and with Pride of Cows we are going one-step further to strengthen our presence in cow’s milk in the region. Currently, we are catering to ~25,000 households in Mumbai, Pune and Surat. With the aim to reach out to more households across the country, we plan to increase the production at our farm. North India is one of the key markets for us and we have plans to increase the goodness of cow’s milk in the region through our strong product portfolio in the near future”.

Elaborating on the launch, Akshali Shah, Sr. VP- Strategy, Sales and Marketing, Parag Milk Foods said, “With the new wave of having a healthier lifestyle, niche consumers with their evolved tastes prefer premium products to complement their lifestyle. 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 Pride of Cows being a favourite. With an abundance of such consumers in Delhi NCR, we have spotted a huge opportunity for expansion in the region. After starting operations in South Delhi and Gurgaon, we plan to rollout the distribution in entire Delhi-NCR in the next couple of months. We will continue to maintain the exclusivity of the brand through a ‘by-invitation’ based model.”

About Parag Milk Foods Ltd:

Parag Milk Foods Limited, established in 1992, is the largest private dairy FMCG Company with a pan- India presence. Under brand “Gowardhan”, it offers traditional products like Ghee, Dahi, Paneer etc. while under brand name “Go” it offers products like cheese, UHT milk, buttermilk, lassi, yoghurt etc.

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