So you thought only Rolls Royce cars and fancy watches were offered to woo India's flashy rich? Something as basic as the humble milk is now going the designer way -- with a farm-fresh tag geared to appeal as exotic to the urban affluent.
Gowardhan, a subsidiary of Parag Milk Foods, is launching a premium, by-invitation only fresh farm-to-home (F2H) milk delivery initiative in South Bombay for Rs 80-85 per litre against the original price of Rs 25-40 per litre. The initiative — Pride of Cows — will initially begin delivering milk to a selected few mainly in Mumbai including corporate, celebrities and politicians based in South Mumbai and Pune. The delivery will begin around mid-June.
At present, around 3,000 residents have been invited to test the product; said Devendra Shah, chairman, Parag Milk Foods.
With a turnover of about Rs 500 crore, Parag Milk Foods has been selling milk and ghee since the mid-90s. For Gowardhan though, whose flagship businesses include manufacturing cheese yoghurt and butter; the initiative is a beginning of a new journey, since besides brand building, this will be used to promote and deliver other Gowardhan products too.
“The milk from this farm is used for manufacturing other dairy products, and at present we have a limited supply. If the demand picks up we might look at scaling up” said Rahul Akkara, vice-president, marketing, Parag Milk Foods.
Milk for the F2H plan will be retrieved from Gowardhans cow farm in Manchar, situated at a four-hour drive from Mumbai.