Parag Milk Foods has announced the launch of milk brand Pride of Cows in the Singapore market.

Parag Milk Foods chairman Devendra Shah 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.”

Parag Milk Foods is airlifting the milk from a dairy farm located in Manchar near Pune, India. The company noted that the milk brand will be initially available through various home delivery platforms.

Pride of Cows was first introduced in 2011. The brand offers milk that is claimed to be 100% safe, organic and unadulterated. The brand is being marketed to Mumbai, Delhi NCR, Pune and Surat.

Parag Milk Foods has a milk processing capacity of 75,000l per day, along with a curd-processing capacity of 15mt.

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The company has also ventured into dairy-based beverages with the launch of mango-flavoured drink Topp Up and Slurp.