Interested in buying unadulterated fresh milk with no added fat and want it to be delivered at your doorstep every morning or on select days of the month or at a different address in case you are out of the home?
A Chennai-based company has launched its farm fresh milk brand and an app-based doorstep delivery model for the same.
Mid Valley Foods Pvt Ltd, promoted by entrepreneurs of Gravity Entertainment Pvt Ltd, a 15-year-old event and production company, has introduced its farm to home fresh milk product Happy Tales, priced at ₹80 per litre.
Happy Tales milk can be ordered on the company’s app and customers can choose the frequency and place of delivery. Through the app, customers can also indicate details for skipping the milk purchase in case they are away from home or can re-route the milk to a different address during those days.
This milk can be ordered only on the company’s app and it will initially be available in Chennai.
Integrated dairy farm
Mid Valley has set up south India’s first integrated dairy farm with own milk processing unit, chilling plant and a packaging facility over a 100-acre site at a village in Peramabalur district, about 280 km from Chennai. It can process 1,500 litres of milk every day.
“This project has been in the making for the past seven years and we have invested close to ₹20 crore in building the infrastructure and systems. This has been funded through some internal generation of money and debt,” said P Vijay Kumar, Managing Director, Mid Valley.
The company has already secured Food Safety and Standards Authority of India (FSSAI) approval for its milk. It is also planning to launch its ghee and ice cream products under Happy Tales brand in the next six months.