UHT treated Long Life Toned & Double Toned Milk to reach Moo-customers across Odisha. 450 ml Long life toned milk pack is priced Rs. 28 and 450ml & 150ml long-life double toned milk is priced Rs. 27 & Rs. 10 respectively.
By Rusen Kumar
Milk Mantra, eastern India’s fastest-growing dairy foods company, forays into the Ultra High Temperature (UHT) milk segment— launches Odisha’s first Long Life milk with an extended shelf life called Milky Moo Long Life Milk.
Milky Moo Long Life Milk will retail across Odisha, with a focus in the first launch phase on Berhampur, Balangir Bargarh, Rourkela, Koraput, Nabarangpur, Sambalpur and Rayagada, the company said.
UHT technology
UHT technology involves sterilizing milk at a temperature of 138°C for 4 seconds, using indirect heating thereby killing all harmful bacteria while keeping the nutrition intact. Packaged in sterile, hermetically sealed pouches, milk has an extended shelf life of 90 days and does not require any refrigeration or boiling.
Surety of purity & ethical sourcing
Speaking on the launch, Sandipan Ghosh, MD & CEO of Milk Mantra said, “We are happy to launch our newest range of Long Life milk aligned with the consumption preferences of consumers in specific areas across eastern India. Long Life Milk offering will also provide us with an opportunity to cover wider distribution and an opportunity to reach consumers in specific milk deficit geographies. With the Milky Moo surety of purity and ethical sourcing, our functionally innovative range of products retain the nutrition of milk and do not have any preservatives.”
Milk with 3% fat content
The newly launched Milky Moo Long Life milk will have two variants – Long Life toned milk with 3% fat content and Long Life double-toned milk of 1.5% available in Extra Shelf Life (ESL) packaging. While the 450 ml Long life toned milk pack is priced at Rs. 28, the 450ml & 150ml long-life double-toned milk are priced at Rs. 27 & Rs. 10 respectively.
The Milk Mantra: India’s 1st VC-funded dairy-food start-up
Milk Mantra is a new-age dairy foods company that solves the problem of trust deficit between consumers and food and has been widely covered by global media & leading universities for its new-age transformational business. Milk Mantra is India’s 1st VC-funded dairy-food start-up and one of the few ventures that went on to raise capital from impact investors to mainstream global investors, establishing that purpose and profit can be balanced.
Premium dairy brand in Eastern India
It was founded in August 2009 by the former director at Tetley, Srikumar Misra along with Rashima Misra and started operations in 2012. As the company’s revenues have scaled up, over the last ten years to become a leading premium dairy brand in Eastern India, in the same period, its ethical milk sourcing network has grown from just seven farmers to over 68,000 farmers, many of whose income levels have gone up by up to 70%.
$35 million VC funding
Milk Mantra has raised $35 million VC funding over five rounds from blue-chip investors like Eight Roads (previously Fidelity Growth Partners), Neev Fund (SBI Caps and the UK DFID), Aavishkar VC and US DFC.
Milk Mantra was also recently featured by Fast Company as one of the most innovative companies in India.
Case Story
Stanford Business School & IIM Ahmedabad have case studies on the company and it has been featured in the Wall Street Journal, Forbes & Fortune for its transformative business model, the company said.
(Rusen Kumar is the editor of Economy India)
(Economy India)
