MokshaYug Access India Pvt. Ltd (MYA), a rural supply chain solutions company, as part of its plan to deliver high quality rural produce to consumers in urban markets, on Monday unfurled its ‘Farmer-to-Consumer Connect’ initiative that aims at retailing exclusively farmers produce.
As part of this initiative, MYA will set up a dedicated retail network across Bengaluru and in a phased manner scale up its last mile connectivity across Karnataka.
The company’s ‘Farmer-to-Consumer Connect’ initiative will see the launch of its toned milk under the ‘Milk Route’ brand. ‘Milk Route’ branded toned milk will be available in south Bengaluru from October 26, 2012, and by December 2012 it will be made available across Bengaluru city. The ‘Milk Route’ branded milk will be available in 1 litre, 500 ml and 250 ml packs at price points of Rs 30, Rs 15 and Rs 8 respectively. By December 2012, a range of liquid milk products will be made available across Bengaluru.
“Our objective is to ensure income-certainty for our dairy farmers by improving their yields and providing them with market access. The launch of ‘Milk Route’ through our own distribution & retail network goes a long way towards helping us achieve that objective,” said Harsha Moily, founder, CMD, MYA.
“MYA is currently operating in the food supply chain focussing on helping farmers grow nutritious milk, fruits and vegetables, while establishing a nutrition-focussed consumer brand,” he added.
“Our business model of managing rural supply chain solutions is based on building efficiency in milk production & procurement and in securing the quality of produce at the first mile. Likewise, we want to ensure that the last mile (urban consumers) connectivity is established so that the dairy farmer realises a higher share of the end-consumer price, while the consumer benefits from all the goodness that our milk has to offer,” he explained.
The supply chain solutions major has its milk procurement base in the districts of Tumkur, Kolar and Mandya. In each of these districts the company has set up milk collection centres and bulk milk chilling centres. The company as of September 2012 had procured 38.15 million litres of milk from 15,000 farmers across 1,100 villages from the above three districts.
MYA is a rural supply chain solutions company, which is in the business of ensuring income-certainty for rural producers of India by improving their productivity and providing them with market access. This involves establishing strong farmer relationships, farmer yield improvement programmes and procurement infrastructure in rural areas and delivering high quality rural produce to consumers in urban markets through multiple retail channels. The company’s vision is to create robust rural economies thereby enabling every rural citizen to access everything indispensable for human progress.
