Nuffoods Spectrum India

Parag Milk Foods launches premium milk brand in Singapore

13 June 2019 | News

Pride of Cows will initially be available through various home delivery platforms

Parag Milk Foods Ltd. has announced the launch of its Farm-to-Home premium milk brand Pride of Cows in Singapore. With the objective of providing a farm fresh experience to consumers in Singapore, the company is airlifting the milk from India’s largest dairy farm, located in Manchar, near Pune to Singapore. Singapore enjoys a reputation as a place for the well-heeled and has one of the largest per capita incomes in the world. Known for its established wealthy households and emerging affluent millennials who are looking for transformational experiences that fulfil their aspirations, Singapore is an ideal region for the expansion of Pride of Cows.

Commenting on the occasion, Devendra Shah, Chairman, Parag Milk Foods Ltd. said, “A typical Pride of Cows consumer has an evolved taste preference and is brand as well as health conscious. With an abundance of such consumers in Singapore, we have identified a huge opportunity for expansion there. As the consumption of fresh and organic milk has increased in Singapore, consumers have become mindful of the source of the milk they consume and its nutrient content and we believe that there is a dearth of such products in the country. Moreover, for the affluent consumer, experiential luxury is what truly drives spending, and a brand like Pride of Cows epitomizes those ideals.”

Pride of Cows will initially be available through various home delivery platforms.

Pride of Cows has seen tremendous growth since 2011 when it was first introduced to consumers with an objective of providing premium milk that is 100% safe, organic and unadulterated. Since its inception, the brand has been backed by state-of-the-art technology and intense research to make it one of the most preferred brands in the Indian dairy industry.



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