Mumbai : Leading dairy FMCG company Parag Milk Foods Ltd has launched 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. Pride of Cows will initially be available through various home delivery platforms.
“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” Mr. Devendra Shah, Chairman, Parag Milk Foods Ltd. said.