City-based firm invests Rs 15 cr to set up integrated dairy farm

Mid Valley, which claims to have South India’s first fully integrated dairy farm launched its milk processing and packaging facility at Arumbavur village in Perambalur district, Tamil Nadu for their product Happy Tales milk. Mid Valley is set up in a 100 acre property comprising of an inhouse milk processing, chilling plant and packaging facility. In its first phase, it employs 400 cows including HF, Jersey, Gir, Sahiwal, Vechur variants.

“In Chennai alone, the consumption of milk is 20 lakh litres per day. With 40% consumers consuming milk produced by private companies, there is a growing demand for fresh and quality milk. We offer farm fresh milk, which is delivered within 12 hours of milking. The milk produced at Mid Valley is untouched  by human hand and free of toxins” said Vijay Kumar, MD, Mid Valley. 

Presently, 1,500 litres of milk is produced every day at the unit. Apart from the milk being made available in the online format, the company soon plans on manufacturing milk products like paneer, ghee, butter, ice cream. In the next two years Mid Valley will add over 1,000 cows to the farm to amp up production to about 10,000 litres per day by 2020. The company currently plans on supplying its milk to the South Chennai region and parts like OMR and Ashok Nagar, among others.

When asked about the investment in this project, Vijay said that close to Rs 15 cr had been spent on setting up this unit and the net investment being foreseen by 2020 is about Rs 100 cr. “Depending on the response from the customers, we hope to take our business to Tier 2 cities such as Coimbatore and Madurai,” Vijay tells us.

All its dairy products would be delivered at the customer’s doorstep on a daily basis, with the help of an app. Customers can also indicate preferences pertaining to skipping or reroute deliveries too.