HomeAgrotechPride of Cows launches farm-to-home milk sans human touch

Pride of Cows launches farm-to-home milk sans human touch

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Its parent company is Parag Milk Food, which was founded by Devendra Shah in 1992, and has now become India’s leading private FMCG dairy player.

 Pride of Cows, India’s first farm-to-home milk concept, delivers milk to patrons’ homes in refrigerated conditions instantly post-milking. Untouched by the human hand throughout the supply chain, the brand is the first of its kind to use temperature-controlled logistics in order to deliver a unique taste and experience.   

The brand, whose tagline is Milk Full of Love, brings forth the human element and emotional connect with consumers and their love for milk, thereby remaining unavailable on shelves, ensuring there is no adulteration in the bottle of milk that reaches the customer’s doorstep.

 It is processed in a controlled environment and delivered within 8-10 hours of the milking process. With no additives or preservatives and a low bacterial count, the milk is homogenized and pasteurized, and then bottled with tamper-proof PET technology, as opposed to ordinary milk collection techniques, where companies have no control over the milking practices. 

Defining the edge of purity and high quality, the milk is sourced from Bhagyalaxmi Dairy, a state-of-the-art dairy farm which has over 2,000 cows, and is equipped with the finest international technology for feeding, milking and processing of fresh milk.

 With a belief that happy cows give the best milk, the animals are loved and pampered, given utmost comfort technology, including rubber mats to lie on, fans and foggers to get cooled under it, brushes to groom their body, clean RO-treated water, calm soothing music and insulated roof of cow sheds to reduce heat stress. 

In addition to these facilities, a panel of expert nutritionists plan a wholesome meal according to the cows’ age and stage of lactation to ensure the right balance of minerals and vitamins to keep them in good health.

The farm is also the first dairy farm in the country to have implemented naturopathy by using homeopathy and Ayurveda to treat their cows. This therapy does not keep any residue behind in the milk, taking a step forward towards safe milk. Their strict pre-milking procedure ensures that the milk is hygienically produced, and every cow undergoes thorough health check-ups thrice a day. 

A zero-wastage farm, it gives back to society by reducing, reusing and recycling. Running on the electricity generated from biogas and supporting green gas emissions, the farm has produced a range of organic fertilizers for farmers, taking a step forward towards the good cause.

Its parent company is Parag Milk Food, which was founded by Devendra Shah in 1992, and has now become India’s leading private FMCG dairy player.

With India being the world’s largest producer and consumer of milk, hygiene and purity have consistently been a matter of concern for consumers. With 65-70 per cent of milk being adulterated, Pride of Cows seeks to curb this by measures, such as constant health checks and providing scientific knowledge regarding feeding, breeding, milking and processing, whilst providing global standards in milk.

The milk is instantly pasteurized, chilled and packaged in bottles and sent on its way to consumers, in a process that is mechanized, maintaining absolute purity and keeping the taste, structure and nutrients of the milk intact.

Currently, the company is catering to over 35,000 households in Mumbai, Pune, Surat and Delhi. The brand aims to reach out to more households across the country by planning to increase the production at the farm.

In the coming months, the company is planning to expand the product portfolio by introducing value-added products under Pride of Cows.

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