New Delhi, January 06, 2021: Dr. K Rathnam sheds light on how the brand MilkyMist turned the white revolution in Sothern India through value added dairy products into reality.
In India, milk revolution refurbished the production capacity of milk and ensured that the country becomes self-reliant. The revolution today contributes majorly to a big chunk of GDP. It has transformed the dairy sector and took it to ever-rising heights. The collective efforts has put the nation on a roadmap of victory. Milky Mist, under the expertise of Dr K Rathnam has adopted this especially in south India. The CEO of the company throws light on the story of dairy revolution in southern India and explains how his brand made an effective impact.
While the northern and western states were already benefiting from the revolution, Milky Mist based in Chithode near Erode, Tamil Nadu embarked upon the need of an equivalent shift in the southern part of the country. Highlighting the importance of it, Dr K Rathnam Milky Mist CEO states, “India began its transformation from a milk-deficient country to the largest producer of milk in the world by 1998 with the launch of Operation Flood in 1970. Its objective was to increase milk production, better income for the producers, reasonable prices for consumers, and a national milk grid through optimum management and technology. This revolution benefitted southern territories of India much later. But today, this region is known as the hub of milk and dairy production by producing 18 per cent of total milk in all southern states.
The journey of Milky Mist and its popularity in south has been possible due to its continuous efforts toward the dairy industry. The organisation in today’s time is at the epitome of the dairy industry and operates more than 112 reefer vehicles, 8 depots, 15 C&Fs and 22 tankers. This ensures smooth functioning for perishable goods.
The company was founded in 1995. Soon after its establishment, it experimented with manufacturing and selling cottage cheese (paneer) in cities including Bengaluru, Chennai and Coimbatore. Afterwards, they became the only company in India to convert all the milk procured into value-added products and also a 100 per cent product company. Its constant efforts helped the firm improve the overall product quality and produce at a very large scale while reducing per unit cost.
The CEO of the company, Dr K Rathnam quotes, “When people chose our company with basic range, we were sure that success would follow us only if we cater to the changing needs of our consumers. Moments like these define a revolution.” He adds, “Over the years, food revolutions have played a vital role in making our country self-reliant in feeding our natives. Milky Mist because of its strong foundation, made fundamental difference and transformed the mindset of Dairy industry into one the largest producers of value added milk products.”
The organisation also considered taking care of farmers, while outsourcing milk from over 60,000 of them on a daily basis. The milk procured is then turned into products including paneer, yogurt, cheese, butter and other by-products of milk.
Dr K Rathnam says, “At Milky Milk, we ensure high-quality production by collaborating with scientist and farmers to supply good quality cattle feed. By doing that, smooth production of milk with utmost regard for the health of livestock is ascertain.”
With so many betterments being practiced continuously, it is certain that our country is headed for unimpeded growth in the dairy sector for the near to come. While the White Revolution was a game changer for India, Milky Mist adopted to the changes and took it to the southern belt. It was ensured by the company that the chain of dairy farmers was strengthened and the interference of middlemen was reduced.
All the advancements have been possible due to the hard work, dedication and initiative that are regularly applied across the value chain. Today, Milky Mist has a navy of 180 vehicles and transports from Kanyakumari to Kashmir, cutting across the length and breadth of India.
Corporate Comm India (CCI Newswire)
