Milk Mantra spurs White Revolution with a “Swachh Doodh Abhiyaan”

With its commitment to provide Truly Pure Milky Moo dairy products to its consumers, Milk Mantra launched the “Swachh Doodh Abhiyaan” where15,000 stainless steel cans will be given to farmers of its Ethical Milk Sourcing network for clean milk production.

Gop, Puri, 31 Jul: Institutinganother initiative in the its entrepreneurial white revolution, Milk Mantra launched the “Swachh Doodh Abhiyaan” emphasizing on cleanmilk production which will have a two-fold impact – it will ensure purity of the milk at the source and secondly, have the potential of increasing farmer income as they will be paid a higher price for pure, clean milk.

Founded with a conscious capitalist approach and with a vision to nourish a truly pure living of not only consumers but also sustainably impact the lives of farmers of Odisha, Milk Mantra has taken several initiatives to support its 45,000 dairy farmers under its unique Ethical Milk Sourcing programme which has the ethos “Happy Farmers=Happy Cows=Best Milk”.

The pioneering program ensures fair pricing and timely payments along with various other extension services like cattle health camps, cattle feed, farmer training, artificial insemination (AI) services, cattle loans and access to veterinary medicines and vaccines, ensuring that the purest milk is sourced ethically. This model has the potential to change the trust and dairy deficit in India by not just increasing the milk output from cows but doubling the income of small farmers.

The flagship ‘Milky Moo’ brand of fresh dairy products are available across Eastern India. With a strong presence in Odisha, and a growing presence in Kolkata, Jharkhand & Chattisgarh, serviced by 2 state of the art plants, one at Puri, commissioned in 2011 and at Sambalpur, acquired in 2014. With an overall capacity of processing 3 lakh liters per day.

The Abhiyaan was flagged off at its state-of-art plant at Gop where along with the team, Mr. Mr. Dinakalyan Patnaik, Chief District Veterinary Officer, the Chief Guest and Circle Head of Punjab National Bank, Mr. Jyoti Ranjan Rath , the guest of honour, distributed 100 stainless steel cans among the farmers from Puri, Jagatsinghpur and Cuttack.

“Social responsibility is a part of our business model from inception and with our Swach Doodh Abhiyan we have taken another step towards our vision of Purity, Happy Farmers and Best Milk for our consumers.” said Srikumar Misra, Founder, Milk Mantra.

Financial inclusion in the social ecosystem

Milk Mantra has created a significant change in the rural economy of Odisha by handing around Rs 235 crs directly to the farmers hands across six years its operations. Providing financial assistance to its farmers, Milk Mantra has also made tripartite agreements with many financial institutions like NABARD, SBI, IDBI etc. This occasion also announced the collaboration between Milk Mantra and Punjab National Bank. The Guest of Honor, Mr. Jyoti Ranjan Rath, Circle Head of PNB, handed over loans to 10 farmers during the event. Expressing his views on the occasion, Mr. Rath said “For most financial inclusions to be impactful, they need a socially responsible business that can help the objectives be fulfilled. The farmers of Milk Mantra are fortunate to be a part of the Ethical Milk Sourcing network that has a fair and transparent pricing payment”.

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