To promote the sale of indigenous (desi) cow’s milk in Punjab, Chief Minister Parkash Singh Badal on Wednesday asked the State milk corporative, Milkfed, to introduce a premium brand of healthy milk under its popular brand name of Verka. The decision was taken by the Chief Minister while presiding over a high-level meeting to encourage rearing of indigenous cow breed in the State. 

CM said that there was huge demand for this milk among health-conscious residents of the State, which could help in turning the fortunes of dairy farmers. Badal said that this would fulfil twin objective of supplying nutritious milk to consumers besides increasing the earnings of dairy farmers. He asked the Punjab State Cooperative Milk Producers' Federation limited (Milkfed) to start a vigorous marketing campaign for popularising this brand of milk. 

Badal asked the Milkfed to introduce a price support mechanism for purchasing this milk from the farmers and then market it under its brand name Verka to popularise it among the people. He said that Milkfed must procure this milk from dairy farmers at no profit basis adding that the loss incurred by it would be compensated by the State Government.

The CM also asked MIlKFED to set up separate processing unit in the State for this milk and its products. He also announced to set up special milk booths for sale of this milk in big cities across the State. 

He said that the State Government would provide these booths to the dairy farmers who would sell their produce through these outlets.  Badal also announced that state government would provide 75 per cent subsidy to farmers for constructing sheds to set up cluster of minimum 200 indigenous cows.

The CM announced that the State Govt would give 50 per cent subsidy to private dairy farmers having indigenous cow breeds for setting up milk dispensers or purchasing any other equipment.  He said that the State Cooperative bank would provide prompt loans to these dairy farmers for dairying activities.