Capt Amarinder launches Milkfed’s immunity-boosting ‘Verka Haldi Dudh’

Tribune News Service

Chandigarh, July 30

Punjab Chief Minister Captain Amarinder Singh on Thursday launched a nutritional drink, ‘Verka Haldi Dudh’, produced by Milkfed to boost people’s immunity amid the COVID-19 pandemic, a press release by the state government read.

Describing it as an appropriate time to launch this versatile product, packed with the rich medicinal properties of haldi (turmeric) as an immunity booster and a natural healer, Chief Minister Captain Amarinder Singh hoped ‘haldi milk’ would soon emerge as a popular drink among consumers, who were now looking for alternative ways to stay healthy and boost their immunity in the fight against coronavirus.

On the occasion, Cooperation Minister Sukhjinder Singh Randhawa said the ‘Verka Haldi Dudh’ had been prepared by using a unique haldi formulation that had been developed and patented by the Department of Biotechnology, Punjabi University, Patiala.

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“The milk offers 10 times higher absorption for the human body than normal haldi. Being completely soluble in milk, this formulation has given the product a very smooth texture. Verka has utilised its proven expertise, knowledge and experience spanning over 50 years to provide this delicious, healthy and immunity-boosting drink, offering the benefits of both curcumin as well as non-curcuminoids such as turmerones,” Randhawa added.

‘Verka Haldi Dudh’ has been launched as part of Mission Fateh at a price of Rs 25 for 200 ml, which is within the reach of all sections of society and will be beneficial for the health of young and old alike.

“The product will be available at all major retail outlets and Verka booths,” said Randhawa.

Milkfed has, in fact, undertaken some exemplary initiatives to provide quality, safe and hygienic products to its consumers at their doorsteps amid the COVID-19 pandemic. At the same time, it has worked beyond its installed capacity to procure and process record quantity of milk in order to safeguard the interests of dairy farmers and consumers across the state.

To maintain uninterrupted supplies of quality milk products during curfew/lockdown, Milkfed collaborated with Swiggy, Zomato and other local e-commerce firms for home delivery of Verka milk and milk products through e-commerce, the press release further read.

Milkfed also initiated a door-to-door supply of Verka products. It has introduced direct sales to the consumers through e-rickshaws in Ludhiana which has been appreciated by the consumers. Due to these efforts and the changing preferences of consumers, the sale of long shelf-life products like UHT milk has more than doubled during the lockdown.