Mumbai, Aug 14 (UNI) Parag Milk Foods Ltd, a leading dairy FMCG Company with reputed has launched Pride of Cows Curd.

Pride of Cows Curd is made from pure Pride of Cows milk which is unmatched in its quality and freshness, and is derived from the Company's own farm. The curd will be delivered to the consumer's doorstep through a completely contact-free process that involves a full automated milking and production system and a cold chain network that maintains a constant temperature throughout in order to retain the curd's flavor and aroma.

Pride of Cows Curd has a thick and creamy texture, and is high in nutrients such as protein and calcium. Given that it is made from POC milk, a first-of-its kind superior, farm-to-home milk, it caters to consumers who believe in consuming healthy and nutritious products that are natural and pure.

Commenting on the launch, Mr Devendra Shah, Chairman, Parag Milk Foods Ltd said, "The industry has witnessed a massive revamp in the food category. Given the current pandemic situation, consumers have become increasingly conscious about the food they consume and prefer food products that are derived from a known source. They are selecting brands that can deliver safety & purity coupled with health benefits and qualities that boost immunity. The launch of Pride of Cows Curd is in line with our commitment of meeting evolving consumer needs and providing health and nutrition to consumers across the country."

The curd market has witnessed a significant growth in the recent past on account of a burgeoning number of health conscious consumers in India. With the health benefits associated with curd, such as its high-protein content and gut-friendly nature with all the goodness of milk, the curd market is bound to grow rapidly in the coming years, Mr Devendra shah added.

Ms Akshali Shah, Sr vice-president- Strategy, Sales & Marketing, Parag Milk Foods Ltd. Asserted, "We are the pioneers in the 'Farm-to- Home' milk concept which started with the introduction of POC millk through a process that has absolutely zero human intervention. The subscription based model for the POC brand has been extremely successful in building a loyal consumer base of more than 35,000 households across the markets of Mumbai, Pune, Delhi and Surat.

'We have been in the premium Farm-to-Home milk segment for 9 years and taking this legacy forward, with the launch of POC Curd, a curd so perfect that consumers can vouch for its taste, creaminess, quality, aroma and flavor. We believe that Pride of Cows curd will cater to a growing target group of health-conscious consumers who seek fresh farm milk products on their table. To increase consumer awareness, we will be launching a full-fledged digital marketing campaign."

'Pride of Cows Curd - Full of Love' will be available in Mumbai, Pune and Surat and will be priced at Rs 80 for 320 gms. The product would initially be available to Pride of Cows customers under the subscription based model followed by placement in select outlets.

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