By invitation only, milk for Rs 80 a litre in Mumbai

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.

mumbai Updated: May 18, 2011 00:43 IST
Rachit Vats & Surbhi Borar

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 Rs80-85 per litre against the original price of Rs25-40 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.

Milk for the F2H plan will be retrieved from Gowardhans cow farm in Manchar, situated at a four-hour drive from Mumbai. Every morning 3,000 Jersey Holstein cows (known for their high nutritive milk yield) produce milk there. “The milk from this farm is used for manufacturing other dairy products, and at present we have a limited supply. If demand picks up, we might look at scaling up,” said Rahul Akkara, vice-president, marketing, Parag Milk Foods.

So far milk from this facility was used to make flagship dairy products. Once the F2H plan kicks off, it will be packaged in PET bottles and dispatched to the homes in refrigerated vans.

First Published: May 18, 2011 00:42 IST