In managing the surging demand, Dr. K Rathnam, the company's CEO, characterizes their strategy as encompassing all aspects of procurement, production, and distribution. As K. Rathnam explains, their direct sourcing of milk from farmers grants them complete quality control, thereby mitigating the risk of product deterioration and ensuring punctual deliveries to their network of distributors and retail locations.: https://www.mid-day.com/lifestyle/infotainment/article/shifting-dietary-focus-during-pandemic-dr-k-rathnam-on-how-milky-mist-served-people-health-concerns-23193599

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