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DAIRY PRODUCTS

With health benefits in focus, favourable response for A2 milk in Karnataka
Monday, 30 April, 2018, 08 : 00 AM [IST]
Nandita Vijay, Bengaluru
Organic Mandya, the largest supplier of A2 milk in Karnataka, sees a favourable response to its desi milk product. The key factor that spurs its demand is the massive public awareness about the health benefits of A2milk, which is rich in A2 Beta-Casein Proteins and Omega 3 Fatty Acids.

A2 milk is pure cows' milk. Unlike regular milk, it contains only the easy to digest A2 protein. It is 100% free from the A1 protein that many find difficult to digest. Madhu Chandan, founder, Organic Mandya, explained, “A2 is the milk that our ancestors would say, desi milk. The 100% pure, unprocessed A2 milk from naturally-grazing, grass-fed desi cows boosts brain-power, clears cholesterol, improves immunity and prevents diseases caused by lactose-intolerance.”

He added, “The milk you are probably drinking is laced with GMO, harmful hormones and A1 protein and is stripped of important nutrients.”

Chandan informed, “We are the largest A2 milk suppliers in Karnataka. There is an excellent response to the product and we are doing well with A2 milk. There is an excellent response to this.”

For many years, health experts have been talking about A2 milk. Now Organic Mandya is also taking efforts through various channels to create awareness amongst people. Many have become lactose-intolerant and are subjected to various lifestyle diseases like gastric complaints, migraine and sinusitis.

Further there are studies which indicate that these lifestyle diseases are caused due to consumption of milk from Holstein Friesian and Jersey cows - the A1 milk. By consuming A2 milk of the Hallikar breed of cows, which is known to bring lifestyle diseases slowly under control, consumers are convinced of its benefits, according to him.

Chandan stated, “Moreover with A2 milk, we are trying to protect the native herd of Karnataka. The milk is fresh from the cow and packed in pouches. Being a part of the marketing wing to support Mandya Organic Farmers Co-operative Society, the company is now closely associated with the dairy farmers. It is closely associated with the farming community and is witnessing their prosperity too - it has given us immense satisfaction.”

The company sources cows that are gene type tested for A2A2. Once these are certified, the milk is obtained from these cows. “Currently our supply of milk is only in Bengaluru. But in a couple of months, we will be supplying our A2 milk to Mysore, revealed Chandan.”

When asked about the marketing strategy to promote the milk, Chandan said that people trust the authenticity and quality of his company’s A2milk and this was the only driver of the demand. ”The milk sourced from the farmers is transported in our refrigerator vans. This is because the A2milk is highly sensitive to heat and it is maintained in below 4 degree centigrade to ensure its freshness,” stated Chandan on a concluding note.
 
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