What’s common to Sachin Tendulkar, Amitabh Bachchan, Nita Ambani, Hrithik Roshan, Farhan Akhtar and Swati Piramal? Apparently all these Mumbai-based celebrities are consumers of Pride of Cows, the premium farm-to-table milk brand from Parag Milk Foods, which is ready to roll out its product in New Delhi.
By the end of this year, Delhi’s crème de la crème—primarily top bureaucrats, diplomats and industrialists—will have the privilege of enjoying the “by invitation only” milk service, according to Devendra Shah, chairman of Parag Milk Foods.
The milk brand Pride of Cows is a product from Shah’s Bhagyalaxmi Dairy Farm at Pune, where, as Shah said, cows are always being “pampered and cherished”. The product, never touched by human hand, is milked from a select breed of “happy” Holstein cows who stay in an air-cooled farm and are indulged with rap, pop, classical and devotional music, regular showers, tailor-made nutritional meals and regular preventive healthcare checks.
Parag Milk Foods Ltd, which went public last month, is currently finalising the logistics to bring Pride of Cows—marketed as “Milk full of Love”—to the Capital, after successfully serving its 22,000 “invitation only” customers in Mumbai and Pune.
“We’re working on the logistics to bring Pride of Cows here. Initially, Delhi market will be served from the Bhagyalaxmi Dairy Farm at Pune. It is a very delicate product, and logistics need to be perfect,” said Shah. Parag Milk Foods also sells dairy-based products under Gowardhan and Go brands.
Pride of Cows milk is priced at Rs.85 a litre, nearly double the price of standard milk in the market. “We see good potential for the brand in Delhi market, but expansion of the client base depends on how much we produce. We can’t just add clients,” said Shah, who is targeting foreign embassies and top bureaucrats in the city. In Mumbai and Pune, the client list of Pride of Cows includes a few five-star hotels and café chain French crêperie Suzette in Mumbai.
Shah’s Pune farm has nearly 4,000 Dutch Holstein cows—each of them costing about Rs.1.75-2 lakh compared with Rs.80,000-90,000 for an Indian cow. The company has invested about Rs.150 crore in the 26-acre farm that produces a little more than 25,000 litres of milk a day.
While Parag Milk Foods’ Pride of Cows is a well marketed brand with a client base of celebrities, a few other companies have also been trying to sell high-quality milk in different parts of the country.
Gurgaon-based Landmark Dairy Pvt. Ltd offers high-end milk under the brand name “WhollyCow”, priced at Rs.70 a litre. Nashik-based Sarda Farms sells fresh organic milk in Mumbai and Nashik. In Chennai, Astra Dairy Farms sells high-end milk for Rs.65 a litre.
The dairy market in India is projected to cross $140 billion by 2020, from about $70 billion in 2013, according to a 2013 study by Investor Relations Society (IRS), a global network of investor relations professionals. According to IRS estimates, the size of the farm-to-home milk market would be less than 1% of the total dairy market in India.