The ATMs would function round the clock, which would allow residents of the city to have access to milk. If it happens, Ludhiana would be the first city in Punjab to have milk ATMs. The company has similar plans for Chandigarh also. Currently, the company is processing around 20,000 litres a day and marketing their milk under the brand La Pure in Ludhiana and Jalandhar.
"It is a quick and efficient system of distribution. Initially, we would introduce around 15 ATMs in a fortnight in Ludhiana. Each ATM will have a 500-litre dispenser and would be located in different parts of the city. This will prove to be especially useful for working women, and also to people who work long hours during the day and return late at night, not leaving them with enough time to go and purchase their daily requirements such as milk. The milk will be kept in refrigerators at four degrees Celsius to ensure that it remains fresh and does not spoil or curdle," Munish Sharma, general manager of Progressive Dairy Solutions, told Business Standard.
According to a national survey conducted by the Food Safety Standards Authority of India (FSSAI), a major portion of the milk samples in Ludhiana have been found to be non-compliant with FSSAI norms, as they were found to be adulterated with skimmed milk powder, glucose and water. Other adulterants that are used are urea, detergents, hydrogen peroxide and other carbonates and bicarbonates are added to milk.