Sid’s Farm, a D2C dairy brand based in Telangana, on Tuesday announced the launch of its new product, ‘Sweet Lassi’, to coincide with the festive celebrations of Holi so that people may enjoy the season of giving and feasting with greater wholesomeness. The Sweet Lassi, packed in 200 ml recyclable food-grade disposable cups, is attractively priced at Rs 30 to appeal to both the young as well as the young at heart.

This product will be immediately available in Hyderabad, where it is being distributed through the direct-to-consumer channel and shall be available for home delivery. Sweet Lassi will also be available soon in Bengaluru, where it will reach consumers through designated and easily accessible eCommerce and aggregator channels.

Speaking about the new product, Mr. Kishore Indukuri, Founder, Sid’s Farm, said, “We are possibly looking at a harsher than usual summer this year. We felt the time was right to introduce an Indian beverage that cuts across generations, and needless to say is healthy beyond comparison.”

Sid’s Farm has been promoting the concept of pure, healthy adulterant-free milk and milk products since 2016. The company boasts of stringent norms and test processes to ensure the highest quality of milk and dairy products. It ensures such quality by looking for and eliminating the presence of urea, sugar, glucose, starch, peroxide, baking soda, caustic soda, formalin, melamine, and three classes of antibiotics among other things at a can level to address the chances of any adulteration at a micro level. Their state-of-the-art lab conducts more than 6,500 tests every day to ensure nothing but real adulterant-free milk and dairy products are supplied to their customers.

To ensure that the highest quality standards are achieved, the process starts right from the procurement stage itself. There are four levels of testing to ensure and deliver dairy products with zero preservatives, additives, antibiotics, hormones, or any other adulterants. The first level is the collection stage or sourcing, then the aggregation stage at bulk milk chillers, followed by pre-processing, and lastly, post-processing before delivery to the customer. Each Sweet Lassi packet passes every stage and has to clear every test before it reaches the end consumer anywhere.