Gowardhan Milk = Luxury?
Holstein cows. Image courtesy: Reuters
So, when did milk become a luxury product? In a month from now it will be for sure. Gowardhan, a subsidiary of Parag Milk Foods, is out with this bright idea. Called Pride of Cows, it is launching a premium, by-invitation only farm-to-home milk delivery initiative in South Bombay. Regular milk in the market is available at Rs 25-40 per litre, but Parag Milk Foods' protein-packed 'luxury' milk will cost you somewhere between Rs 80-85 per litre.
As the class divide in India gets bigger, those with the cash, and the influence are getting access to too indulgent products and services. Gowardhan's luxury milk is extracted every morning by machines from its herd of specially-imported cross bred Jersey-Holstein cows.
Black-and-white Holsteins, originally from the Netherlands, are most widely used for milk production in the US, while the brown Jersey cow, originally from the British Isles, is known for its creamy milk. The cows will be fed a special fodder, which is rich in iron, vitamins and Omega-3 fatty acids.
The milk will be supplied by trained, uniformed delivery staff and transported in refrigerated vans during the three-hour journey from the dairy's farms near Pune, to homes in South Mumbai.
So how do you sign up for healthy milk delivery? You just have to be well-known, with a reputation that will attract an invitation from the premium Gowardhan dairy. The lucky ones to receive the invitation yet include a mix of political families, corporate executives, celebrities and expats. Can you handle the Pride of Cows?
Source: Hindustan Times
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