Godrej aimed to venture into the premium dairy market, championing a mission to bring consumers the freshest, farm-to-table milk. By utilizing advanced cooling technology and a hands-off approach to processing, the brand caters to the modern, health-conscious consumer who values food transparency and is willing to pay more for unparalleled quality. This new endeavor marks a distinct departure from Godrej's Jersey brand, which has made its mark in the mass market. The intention is clear: to cultivate a unique space in the premium segment, nurturing trust and high standards among families who prioritize quality.