Pride of Cows, India’s first single-origin milk brand based in Maharashtra, has partnered with renowned journalist Faye D’Souza and others to raise national awareness on dairy transparency through its new campaign, “What’s the Source of Your Milk?”
In a strategic push to empower Indian consumers with better dairy choices, Pride of Cows, India’s first single-origin milk brand and a premium product from Parag Milk Foods Ltd., has launched a bold new phase of its national campaign, “What’s the Source of Your Milk?”, by collaborating with some of the country’s most influential voices.
The campaign features award-winning journalist Faye D’Souza, celebrated sports broadcaster Jatin Sapru, and popular food and travel creator Kamiya Jani from Curly Tales. Together, they are amplifying the brand’s core message: raising awareness around food traceability and transparency in dairy consumption.
Faye D’Souza, known for her fearless journalism and advocacy for consumer rights, brings gravitas and credibility to the conversation. Her presence in the campaign bridges trust with Indian households that increasingly demand openness from food brands. Jatin Sapru’s relatable, family-friendly appeal helps the message connect with a broader audience, while Kamiya Jani’s storytelling through digital platforms brings the brand’s premium farm-to-home journey to life.
Speaking about the initiative, Akshali Shah, Executive Director of Parag Milk Foods Ltd., said, “Consumers today are asking more from the brands they bring into their homes. With this campaign, we’re giving them not just a better product, but also better answers. By bringing on board respected voices like Faye and Jatin, we’re taking this conversation to living rooms across India.”
The campaign is designed as a 360-degree outreach effort encompassing print, digital storytelling, social media, and influencer collaborations. It spotlights Pride of Cows’ unique model — sourcing milk solely from its own world-class dairy farm located near Pune, Maharashtra. The farm is home to over 5,000 cows raised with international standards of animal welfare and hygiene. Milk is collected through an automated, contactless process and delivered via a direct cold-chain system, ensuring zero human touch from farm to doorstep.
This vertically integrated model allows Pride of Cows to offer unmatched purity and full traceability — something rarely seen in India’s fragmented dairy sector. The campaign encourages consumers to ask a simple but powerful question: Where does your milk come from?
By partnering with respected public figures and leveraging bold messaging, Pride of Cows is fostering a movement toward conscious consumption in India’s dairy space, giving urban consumers the confidence to make informed choices backed by transparency.
