“What’s the Source of Your Milk?” campaign expands reach with trusted voices advocating for food traceability and dairy awareness
Mumbai, 9 July 2025:In a powerful step toward redefining dairy choices in India, Pride of Cows—the country’s first single-origin milk brand—has deepened its ongoing campaign “What’s the Source of Your Milk?” by collaborating with three influential voices: award-winning journalist Faye D’Souza, renowned sports broadcaster Jatin Sapru, and popular travel and food content creator Kamiya Jani of Curly Tales.
As Indian consumers become more conscious of what they consume, the campaign calls attention to one simple yet vital question: Do you know where your milk comes from?
With this 360-degree initiative, Pride of Cows aims to build awareness about food authenticity and traceability, especially in an industry where much of the supply remains unregulated or opaque. By leveraging the credibility and influence of key opinion leaders across media genres, the campaign is reaching diverse audiences—from news and family entertainment to food and digital-first lifestyles.
“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,” said Akshali Shah, Executive Director, Parag Milk Foods Ltd. “By bringing on board respected voices like Faye and Jatin, we’re taking this conversation to living rooms across India.”
Why These Voices Matter:
Faye D’Souza, known for championing consumer rights, brings credibility to the narrative of transparency in food sourcing.
Jatin Sapru lends an approachable, family-first perspective to everyday dairy decisions.
Kamiya Jani, through Curly Tales, helps visually narrate the brand’s farm-to-home story across digital platforms, spotlighting its premium quality and traceability.
The Pride of Cows Difference:
Unlike most dairy brands that source from fragmented third-party networks, Pride of Cows owns and operates a state-of-the-art farm near Pune. Home to over 5,000 cows raised with global best practices, the facility uses a fully automated, contactless milking process and maintains a direct cold-chain delivery system. This ensures:
Zero human touch
Nutritionally balanced diets for the cows
Consistent, pure milk delivered straight to consumers’ doors
A Growing Movement:
Through bold messaging, premium print, social media engagement, and digital storytelling, “What’s the Source of Your Milk?” is not just a campaign—it’s a growing movement for food integrity. With respected public figures amplifying the cause, Pride of Cows is on a mission to empower Indian consumers with knowledge, traceability, and the confidence to demand better from their everyday food choices.
