BHUBANESWAR, 15 September 15, 2020:  New age dairy startup Milk Mantra organized a health camp for cows at Gadamathiapada village on the 10 September, in a bid to support the dairy farmers of flood-affected Kanash block of Odisha’s Puri district.

Around 600 cows and calves were screened and treated by veterinary doctors. In addition to this, 284 farmers’ families were also provided with fodder by the dairy major of the state. 

In keeping with its ethos of 'happy farmers, happy cows, pure milk'- Milk Mantra has conducted hundreds of such programmes for its network of farmers enrolled under its Ethical Milk Sourcing Programme (EMS).

Even though the company has no direct operations in the flood-ravaged area, it has extended its EMS service in order to support dairy farmers, their families and livestock- who are reeling under the adverse effects of the flood. Within its own sourcing network, Milk Mantra has 60,000 farmers who are regular beneficiaries of such welfare programmes. 

Speaking on the company’s relief efforts, Bibhu Prasad Nanda, COO of Milk Mantra said, “Repeated natural disasters are unfortunate. But in times of distress, it is incumbent upon us to do everything we can to support and revive a struggling ecosystem. Our key priorities are to secure the nutritional needs of people dependent on high-quality dairy products and ensure the well being of farmers in the dairy supply chain, considering the importance of the Dairying to rural economies. Our extension service is not limited to our network, because our overarching aim is to revolutionise profitable dairying in the state, and indeed the nation as a whole. We are committed towards fostering the organisation and development of the dairy farmers in the state.”

Milk Mantra looks to reform the supply chain through its EMS, by eliminating the middleman and establishing a more profitable and transparent payment system for rural farmers. This ensures profitable income and dignified conditions for the farmers and their cattle while maintaining the high quality and purity of the dairy products to resolve the trust deficit for consumers. 

A beneficiary of Milk Mantra’s efforts- Malay Kumar Bihar, stated, “Natural calamities are the enemy of the progress for the poor. When human lives are challenged, people often forget about animals. But to us, these cows are no less than family. The flood could have rendered us helpless, but we are deeply grateful to Milk Mantra for conducting such programmes that not only feed and treat our cows but help us keep things going even in uncertain times.”

Headquartered in Odisha, Milk Mantra set out to address the massive trust deficit prevalent between consumers and food in the eastern belt of India which has been largely isolated from disruptive innovations in the food, startup & dairy space at large. 

Today Milk Mantra manufactures and distributes a host of dairy products from the staple packaged milk to a first of its kind a dairy-based range of desserts called Chenna Poda. 

Disrupting the status quo in the food industry, Milk Mantra is a brand with a challenger approach and powered by consumer insights creates exciting brands that consumers have come to love over the years. 

By leveraging brand capital, functional innovation & tech it impacts 60,000+ farmers whose incomes have risen by 70 percent with its pioneering ethical milk sourcing & it’s ‘Milky Moo’ brand is one of the fastest-growing premium food brands in India.