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Parag Milk Foods Launches India’s First Ever Premium Milk - ‘Pride of Cows’ in Delhi NCR

·        The Company’s revenue from Pride of Cows has grown at a CAGR of 28 % over FY13-18

·        Aims to double the Pride of Cows revenue with a high double digit growth in the next two years

New Delhi, 17^th January 2019: Parag Milk Foods Ltd., one of India’s leading private dairy company, today announced the expansion of its premium milk brand‘Pride of Cows’ in National Capital. With the aim to provide farm fresh experience to consumers in Delhi, the company will airlift the milk from India’s largest dairy farm, located in Manchar, near Pune. The expansion is a strategic move towards strengthening Parag Milk Food’s offerings in North region. As part of the investment, the company will majorly focus on logistics and distribution.

The love and trust from the consumers for Pride of Cows in the western region motivated the company to introduce the services in South Delhi and Gurgaon initially, with the aim to expand in the entire NCR region soon. Pride of Cows is a first-of-its-kind, superior, Farm-to-Home milk concept catered to the consumers who believe in leading a healthy lifestyle and consuming natural and unadulterated products. Defining the edge of purity and high quality, the milk will come from a state-of-art dairy farm called Bhagyalaxmi Dairy, which consists of ~3,000 Holstein Freisan cows, and is equipped with the finest International technology for feeding, milking and processing of fresh milk.

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 it will continue to grow at this pace. 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 in strengthening 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 market 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, Senior Vice President, Strategy - Sales and Marketing, Parag Milk Foods said, “With the increasing wave of healthier life, niche consumers with their evolved taste 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.”

Dairy consumption is highest in the region and the initiative will allow the company to strengthen the supply of cow’s milk and make the goodness of farm fresh milk reach Delhi NCR. The company recently acquired Danone facility in Sonipat and commenced the operations with pouch milk supply under their Gowardhan brand.

Priced at INR 120, per litre in Delhi NCR, consumers can subscribe to the premium milk on the Pride of Cows website. In the coming months, the company is planning to expand the product portfolio by introducing new milk variants under Pride of Cows.

About Pride of Cows:

Pride of Cows has seen tremendous growth since 2011 when it was introduced to the consumers with an objective to provide premium-ness in milk, which is 100 % safe, unadulterated cow milk. Since its inception, the brand has been backed with technology and intense research to make it one of the most preferred brands in India in the dairy industry. With the introduction of International level cow comfort technology, zero human intervention and fully integrated plant, the company has been able to produce one of the matchless products in the market. The Bhagylakshmi farm currently houses more than 3000 Holstein and Freisian cows who are given the Happy Cow treatment to ensure quality milk and is packaged without coming in human contact to maintain purity and freshness. Today, Pride of Cow is one of the favoured dairy products reaching out to thousands of households in Mumbai, Pune and Surat.

About Parag Milk Foods Ltd:

Parag Milk Foods Limited, established in 1992, is the largest private dairy FMCG Company with a pan-India presence. We have our own manufacturing facilities with in-house technology which are strategically located at Manchar in Maharashtra and Palamner in Andhra Pradesh.

We sell 100% cow’s milk products which are healthy and nutritious. Our integrated business model and strong R&D capabilities has helped us emerge as the leader in innovation.

Our dairy farm, Bhagyalaxmi Dairy Farm Private Limited house more than 2,000 Holstein Friesian cows, with a mechanized milking process. Under brand “Gowardhan”, we offer traditional products like Ghee, Dahi, Paneer etc. while under brand name “Go” we offer products like cheese, UHT milk, chaas, lassi, yoghurt etc.

“Pride of Cows”, the flagship brand of Parag Milk Foods was introduced with a proposition of Farm to Home concept targeted towards customers seeking premium quality cow milk. The Company also forayed into dairy based beverages with the launch of “Topp Up” and “Slurp” - a mango drink with a dash of milk. Recently the Company has also ventured into B2C segment for Whey Protein with the brand Avvatar – India’s 1st 100% vegetarian whey protein, first of its kind manufactured in India.

Our goal is to become the largest dairy FMCG company that emphasizes on health and nutrition to consumers through innovation.