Provilac, one of the fastest-growing neo-age premium milk delivery firms in India, announces the launch of lactose-free cow milk. Currently, standing at an annual turnover of 50 crore, the Angel-funded start-up is planning to massively expand its milk offering. With this launch, Provilac is looking to capture a 10-20 % market share of the lactose-free milk industry, estimated to be around 350 to 400 crore, in the next 2 to 3 years.
Lactose-free milk is a huge addition to the company’s already existing portfolio of milk and its byproducts. Provilac is already serving 20,000 households in Pune, Mumbai, and Hyderabad. The company, being a completely tech-enabled start-up, is revolutionizing the dairy industry with its state of the art tech platform, its cold supply chain that helps manage the integrity of milk, and the state-of-the-art farms.
Siddharth Runwal, chief executive officer of Provilac, said, "While there are many players in the business of selling milk, our approach and outlook towards our operations is what truly sets us apart. Milk by nature is highly perishable, thus, keeping it from splitting during the transit, without adding chemical preservatives is a challenge. Maintaining that integrity of milk while transit, without the use of preservatives, is what we have cracked at Provilac. Our focus has always been on innovating and coming up with specialized milks, with all its natural goodness, readily available for the ever-changing customer need. And, the introduction of our lactose-free milk is a testimony to that."
In recent years, lactose, a form of sugar excessively found in cow milk, intolerance and its implications for the human body have emerged as a noticeable area of concern. According to a national newspaper study in 2020, a staggering 60-65 percent of the Indian populace was found sensitive to lactose-a growing problem that further causes bloating, nausea, vomiting, and abdominal cramps among others.
To promote nutrition and sustenance, Provilac has created a lactose-free variant of cow milk that can be enjoyed by all, especially those with a sensitive digestive system. By adding a catalytic enzyme named ‘lactase’, which breaks down lactose into glucose, the team of experts at Provilac was able to make the cow milk lactose free without jeopardizing the integrity of the product. At a time, when pediatricians have stopped endorsing milk as part of a natural diet, Provilac, by the virtue of its state-of-the-art farm and advanced infrastructure, has heralded a major change in the industry by offering top-quality variants including the likes of A2 milk, homogenized milk, buffalo milk, lactose-free milk, and soon-to-be-launched sugar-free milk.