India is known to be one of the leading global producers and consumers of milk. However, the Indian animal husbandry and milk industry is concerned with numerous challenges, such as unhygienic milking techniques, inadequate nutrition of animal fodder, minimal animal healthcare, lack of awareness of scientific practices, and adulteration in the supply chain.

To curb this situation, Parag Milk Foods introduced Pride of Cows. Pride of Cows, an ISO 9000 and AGMARK-certified company, is a Parag Milk Foods milk brand established in 2005. The company's Bhagyalakshmi dairy farm R&D Centre was built with a vision to address consumer awareness towards milk hygiene, purity and delivering the freshest milk straight from the farm to the consumer's doorstep.

A brand committed to providing international standards of product quality, it claims to offer the most advanced dairy farms in India, equipped with the finest international technology for feeding, milking, and processing, conforming to dairy practices. "The Pride of Cows brand reflects our passion for milk. Milk captures the imagination, sparks interest and ideas, adds color and flavor, and makes us feel fulfilled and happy. We believe in the significant part played by milk, strengthening and protecting the body and mind to live a fuller, more complete life each day. We know that cow's milk at its best represents the pinnacle of nutrition and health," shares Akshali Shah, executive director, Parag Milk Foods.

The brand's product portfolio includes ghee, curd, and paneer, all made from 100 percent fresh cow's milk under the single-origin brand – Pride of Cows.

Purity with cow comfort

While offering some of the finest quality pasteurized and homogenized cow milk available, the brand has set high stakes with its claim of having no additives or preservatives added to its milk, providing its customers with the purest taste possible — free from any artificial ingredients and low in bacteria.

The brand procures milk, processes it in a controlled environment, and delivers it to consumers within 8-10 hours of milking. The milk is homogenized, pasteurized, and bottled in tamper-proof PET technology. The company also understands the importance of cow comfort and nutrition and takes special measures for the cows' well-being. "We take extra steps to ensure they remain content through advanced comfort technology. This includes rubber mats to rest on, fans and foggers for cooling, clean RO-treated water, calming music, and insulated sheds to reduce heat stress. Along with our cow comfort technology, our panel of expert nutritionists planned a wholesome meal according to the cows' age and stage of lactation to ensure the right balance of minerals and vitamins," Shah proudly shares.

Although the market and marketing tactics have evolved, the holistic approach is how to reach potential consumers. The brand emphasizes using platforms to create brand visibility; however, they are inclined to create a community that trusts the Pride of Cows to help them live better lives. Shah adds, "Our tagline' milk full of love' emphasizes the importance of our product in our consumers' lives and reflects our passion for our product. Our communication efforts are directed toward driving growth and progress."

To always catch the eye of customers, Pride of Cows actively engages in cultural activities and hosts some of the most prestigious events across five cities. This has led to the brand's wide clientele ranging from celebrities, socialites, and businessmen, all of whom vouch for its purity and freshness.

Testing new waters for expansion

As a commitment to its customers, the brand is determined to provide the highest standard of quality to ensure the purity and quality of milk. "We are committed to improving the overall experience of our customers through loyalty programs and product innovations while also striving to expand our product range continually," Shah informs. Currently, the brand focuses on brand expansion and has already launched three products under this brand- Pride of Cows Ghee, Paneer, and Curd. With a few more products in the pipeline, the brand also plans to enter more metros soon.

Transparency and honesty – pillars to success

Shah's advice for all budding entrepreneurs would be to build a brand with transparency and honesty. These two are the pillars and are essential for any successful business. "Maintaining open and genuine communication, assuring the product's quality, and ensuring customers are completely informed of what they are investing in can help to grow and maintain trust from patrons," she says.