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Why milk costs Rs75/litre in South Mumbai

From July posh homes in South Mumbai can get milk fresh from healthy and pampered cows delivered to their doorstep. And they are willing to pay Rs75 per litre for the fresh milk.

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From July posh homes in South Mumbai can get milk fresh from healthy and pampered cows delivered to their doorstep. And they are willing to pay Rs75 per litre for the fresh milk.

A litre of regular milk is priced at Rs25-46, but this premium milk, called Pride of Cows, packed in PET bottles, will be delivered by trained and uniformed staff. It is the first milk product in the country that claims to be free of any human touch till the time of packaging.

This select service is being run by Bhagyalaxmi Dairy Farm, a subsidiary of Mumbai-based private dairy firm, Parag Milk Foods, that sells Gowardhan and Go brand of dairy products. The company is sourcing milk at its 26-acre farm near Pune, where it houses 3, 800 Holstein Freisian breed of cows. The cows are auto-milked in rotary parlours; the milk is instantly pasteurised, chilled and packaged.

The concept of fresh milk service is popular in developed markets like Europe and the US. To ensure that service is up to international standards, the company has appointed an European dairy expert.

The company says it is flooded with inquiries from thousands of homes across the city, but only a privileged 5, 000 homes in South Mumbai will able to avail the milk in phase one of the project. In subsequent phases, Pride of Cows will also cater to locations like Bandra, Andheri and Powai.

Devendra Shah, chairman, Parag Milk Foods said, he wants to scale up the service to other cities like Pune, Bangalore, and Hyderabad.

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