The Silk Route was an important path for cultural, commercial and technological exchange between traders, merchants, pilgrims, missionaries, soldiers, nomads and urban dwellers from China, India, Persia and Mediterranean countries for almost 3,000 years. Extending over 5,000 miles, the Silk Route served as a conduit for the spread of knowledge, ideas, cultures between different parts of the world (China, India, Asia and the Mediterranean). Trade on the Silk Route was a significant factor in the development of the great civilizations of China, India, Egypt, Persia, Arabia, and Rome, and in several respects helped lay the foundations for the modern world.
The MYA Milk Route is the supply chain network which will organise the rural producer base, move their produce through technology and good supply chain management from villages (last-mile) to downstream markets at best quality standards at the lowest cost, thereby facilitating wealth creation for millions of rural Indians. We at MYA are committed to catalyzing growth in Rural India through the Milk Route.
The Milk Route brand will convey to all our stakeholders the following:
The Good Chain represents MYA's Responsible Supply Chain principles. The Good Chain's brand is a balance of our two main objectives:
1. Consumer Wellness: Create awareness in society about the importance of nutrients intake through fruits and vegetables.
2. Rural Transformation: A brand that has goodness built into its DNA through responsible sourcing of fresh produce from farmers.
The brand stands for goodness in our relationship with the farmer, product quality, customer service, and pricing. By ensuring traceability of every produce, MYA will create awareness about the rural farmer at urban India's dinner table. The Good Chain is loosely modeled after Whole Foods, the world's largest retailer of organic and natural foods. Produce is tagged with 'food miles' indicating the distance the item has travelled between the farmer to the city, and many items are time-stamped to verify freshness.
With their colorful design, clean layout, and natural lighting, the stores allow customers to experience the sights and smells of fresh produce and create a farm-to-table experience that is currently unmatched anywhere in India. The stores have also eschewed plastics and other artificial infrastructure in favor of natural woods and fabrics. In-store displays next to the produce detail each supplier's story.