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| The Initiative |
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Over a decade ago when the management at Narayana Farm Produce Pvt. Ltd. identified dairy as a potential avenue for investment, we consciously decided to undertake a detailed process of first associating ourselves with the perspective customer base and then understand the expectations of our valued customers.
The exercise was also aimed at equipping ourselves with all the tools those are the prerequisites to overcome and neutralize the challenges that we might come across in our endeavor to deliver desired quality. We realized that even though milk is available to most but they were grossly worried on account of the rampant adulteration that is prevalent in the system.
Many with an objective of having better control over the quality were subscribing to raw milk from their loosely known doodhwala. Soon they realized that the basic presumption that the loose milk being free of any artificial agents is nothing more than farce. In fact these loose milk vendors could not be trusted as they would blatantly adulterate the milk with foreign matters which would harm those who subscribe to it. These loose milk vendors are neither trained nor inclined at practicing healthy and hygienic ways of drawing milk from their herd. It is ultimately the poor consumer who pays for the ignorance and narrow mindedness of a loose milk vendor.
All the brands irrespective of their scale and size of operation were procuring milk from many small and marginal farmers, who are grossly ill equipped to maintain quality. Most of the farmers who contribute to the milk procurement consider income from sale of milk as subsidiary and accordingly pays little attention to the proper rearing of cattle. They most often overlook the health of the cattle and does not bother to segregate the milk of healthy and sick cattle. At the procurement centre the focus is always on volume and this further undermine the quality of the milk.
Furthermore the lack of stringent systems in procurement coupled with the ever increasing urge to broaden market base has made everybody to overlook the right property of milk at source and in turn encouraged middlemen to exploit this weakness in the supply chain by adulterating our dose of daily milk.
Over a decade we have worked closely with our customers and designed a process which would make available to them only the Purest, Safest and Freshest milk. In our system we have eliminated the concept of procurement of milk thru collection centre, instead have decided to rear highly pedigreed cattle at our own farm. This herd is carefully and diligently looked after by compassionate professionals, who with the aid of most modern technology will ensure only milk conferring to the highest standard of quality is made available to our valued customers.
As a group we have always believed in quality delivery across the industry that we have presence in, and have experienced and enjoyed the patronage of all those quality appreciating associates. With realDOODH we look forward to setting the best and most desirable benchmarks in quality in liquid milk made available to our valued customer. |
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