Parag Milk Food

Mumbai, November 4, 2022: Gowardhan Ghee, the flagship brand of Parag Milk Foods collabrates with Sony Entertainment Television’s prestigious ‘knowledge based’ game show, Kaun Banega Crorepati – Season 14 to launch its new communication initiative #GARVSEGOWARDHAN. Gowardhan Ghee is loved by consumers and has retained its market leadership position. Gowardhan Ghee is more than just a brand; it is a source of pride for both us and our customers. #GARVSEGOWARDHAN is an attempt to convey the mutual feeling of pride felt by millions of customers, farmers, and Parag Milk family. In this association with Kaun Banega Crorepati, whenever hot seat contestant reaches the second “Padaav” of the game i.e winning minimum Rupees 3 Lac 20 Thousand, they will also attain the prize of yearly supplies of Gowardhan Ghee. The legendary host Mr. Amitabh Bachchan Ji mentions that they have won the “Gauravshali Uphar” which adds to the contestants’ achievement. This association is a step towards celebrating the brand’s purity while embracing its glorious years in the market Commenting on the collaboration, Ms. Akshali Shah, SR. VP- Strategy, Sales & Marketing, PMFL said, “Associating with Kaun Banega Crorepati is a logical extension of our brand and product category Gowardhan ghee as traditionally ghee has been considered as brain tonic for memory enhancement. It is said to promote all three aspects of mental functioning-learning, memory and recall which is essential to perform well on hot seat. We are also very thrilled with this association as the legendary Amitabh Bachchanji as the host, his charming personality and humbleness brings an unwavering fanfare to this game show. It has a successful track record of reaching a captive audience, delivering stupendous results, and garnering favourable reviews across India. The mention of "aapko milta hai Gowardhan Ghee ki taraf se Gauravshali uphar" by Amitabh Bachchan ji has enormous appeal and would aid in extending our pride #GARVSEGOWARDHAN to the next level.” Along with KBC, the campaign kicks off across multiple consumer touch-points such as television, out of home, digital and experiential activations. Gowardhan is a brand known for its purity and has not only contributed to the FMCG development of the country but also holds itself responsible for its customer's happiness and well-being. About Parag Milk Foods Parag Milk Foods Limited, established in 1992, is the largest private dairy FMCG Company with a PAN-India presence. We have our manufacturing facilities with in-house technology which are strategically located at Manchar in Maharashtra, Palama- ner in Andhra Pradesh, and Sonipat in Haryana. We sell 100% cow’s milk products that are healthy and nutritious. Our integrat- ed business model and strong R&D capabilities have helped us emerge as the leader in innovation. Our dairy farm, Bhagyalax- mi Dairy Farm Limited house more than 2,500 cows, with a mechanized milking process. Under brand “Gowardhan”, we offer traditional products like Ghee, Dahi, Paneer, etc. Under the brand name “Go” we offer products like cheese, UHT milk, butter- milk, 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 dairy products. The Company has also ventured into the B2C segment for Whey Protein with the brand Avvatar – India’s 1st 100% vegetarian whey protein, first of its kind manufac- tured in India.