Pune-based dairy company Parag Milk Foods has launched its premium milk brand 'Pride of Cows' in South Delhi and National Capital Region.

Gradually, they will get bigger to the entire state in the next couple of months.

To provide farm unmarked knowledge, the corporation will airlift the milk from their dairy farm, in Manchar, near Pune and transport it to consumers in Delhi.

Devendra Shah, Chairman, Parag Milk Foods said the business will majorly focus on logistics and allocation and it will take between six to seven hours for milk to get delivery. The foundation of the move, he said, is to reinforce company's attendance in North. "Delhi NCR is the largest milk market of the nation valued at around Rs 11,000 crore."

Currently, they serve 25,000 households in Mumbai, Pune, and Surat.

The USP of Pride of Cows is its direct farm-to-home milk concept, especially for customers who want a healthy lifestyle, consuming natural and untouched products.

The milk will be sourced from the company's dairy farm Bhagyalaxmi Dairy, which has 3,000 Holstein Freisan cows. The company claims to be using technology for cow soothe and to make sure milk is packaged with zero human intervention.

"The Company's revenues from Pride of Cows has grown at a CAGR of 28 percent over FY13-18 and it will maintain to grow at this pace," said Shah at the launch.

The Rs 120 per liter milk brand is currently available only by a 'by-invitation' based model and consumers can subscribe to the premium milk on the Pride of Cows website and mobile app.

The company recently acquired Danone facility in Sonipat and commenced the operations with pouch milk supply under their Gowardhan brand.