Are Milk­men a thing of the Past?

App-based Milk de­liv­ery ser­vices vs Milk­men.

Woman's Era - - Short Story -

In the world of ro­bot­ics and ar­ti­fi­cial in­tel­li­gence, most of us are still strug­gling with is­sues like ac­cess to pure and fresh food. Cases of bust­ing fake in­dus­tries pro­duc­ing adul­ter­ated milk and milk prod­ucts aren't un­com­mon. In our daily life, we con­sume pack­aged prod­ucts, the in­gre­di­ents of which re­main ques­tion­able even af­ter they ex­hibit nec­es­sary in­for­ma­tion on the pack­ag­ing. When it comes to milk, the con­sump­tion of which is in­dis­pens­able, the con­cern for its qual­ity is ra­tio­nal. In In­dia, we tra­di­tion­ally source milk from milk­men. Al­though this source has been in use since time im­memo­rial, it is a truth well known that they add co­pi­ous amount of wa­ter to milk. One can’t be too sure of the pu­rity of the milk one is drink­ing. An­other source is pack­aged pas­teurised milk. The milk in­dus­try is rife with lead­ing dairy giants sell­ing mul­ti­ple va­ri­eties of milk. While one is en­sured of qual­ity and hy­giene of pack­aged milk, fresh­ness still re­mains a cru­cial is­sue. Pack­aged milk is eas­ily 4-5 days old and is of­ten an amal­ga­ma­tion of mul­ti­ple breeds, sources of which are un­known to the com­mon man.

To­day, we need a brand that uses a di­rect farm to fridge ap­proach. Many com­pa­nies to­day are fo­cus­ing on fresh­ness and pu­rity of milk. Many lo­cal and home­grown com­pa­nies to­day are fo­cus­ing on sup­ply­ing or­ganic and no-preser­va­tivesadded milk. Th­ese com­pa­nies are slowly re­plac­ing the lo­cal milk­men who in­con­spic­u­ously add wa­ter to milk. Th­ese new-age milk com­pa­nies are tap­ping into the ever-grow­ing de­mand for milk by sup­ply­ing fresh and unadul­ter­ated milk in neg­li­gi­ble time. They use app-based de­liv­ery ser­vice wherein cus­tomers can sub­scribe and even cus­tom­ize their or­ders. Such plat­forms are con­ve­nient as they de­liver or­ders right at your doorstep. More and more peo­ple are opt­ing for or­der­ing milk on­line as it pre­vents them the has­sle of go­ing out. An­other great fea­ture on th­ese plat­forms is that the cus­tomers can can­cel or­ders of any day that they wish not to buy milk. Such con­ve­nience com­bined with unadul­ter­ated fresh milk makes them an at­trac­tive choice over the lo­cal milk­men.

So can it be said that th­ese app­based milk de­liv­ery ser­vices are bet­ter than milk­men? Let’s find out…

Kavita, a res­i­dent of De­fence Colony and a mother of two, shares her ex­pe­ri­ence of us­ing Keven­ters’ new milk de­liv­ery ser­vice. “Be­ing a mother of two tod­dlers, my ma­jor con­cern is to en­sure that I pro­vide best of every­thing to my kids. While we adults can do with­out milk, chil­dren need at least two glasses every day. I used to buy milk from the lo­cal milk­man. But that milk was too di­luted with wa­ter. Such milk pro­vides zero nu­tri­tional value to the kids. So I de­cided to switch. Be­ing a Del­hi­ite, I have had Keven­ters’ milk­shake ever since I can re­mem­ber. When I heard they were launch­ing a new milk de­liv­ery ser­vice, I knew I had to give it a try. I have been us­ing their cow milk for some days now and I am ex­tremely sat­is­fied. I get the de­liv­ery within 9 hours right at my doorstep. The milk is creamy, fresh and tastes de­li­cious. I am con­tent as I am sure what I am feed­ing to my kids, is pure.”

A young cou­ple, Karan and Avni, who just moved into their stu­dio apart­ment in Gur­gaon, have also sub­scribed to Keven­ters’ The Milk Co. They share why it suits their life­style and needs. “We have a pretty hec­tic life­style. Work keeps us busy for the most part of our day. It isn’t pos­si­ble for us to go gro­cery shop­ping reg­u­larly. We try to or­der in in­stead”, they share. Karan fur­ther states, “I sub­scribed to Keven­ters when I heard about their newly launched milk ser­vice. I need my fix of pro­tein shake every day and Avni never misses her morn­ing cof­fee. The Milk Co. works well for us as they de­liver fresh and hy­gienic milk right at our doorstep. What sur­prised us was the fact that at any point, there are ab­so­lutely no hu­man hands touch­ing the milk. We are sure of its hy­giene” Avni shares, “When we are not work­ing, we are trav­el­ling. Keven­ters lets us can­cel our or­der for any days of the month. We can cus­tomise our or­ders based on the days we are home and need milk. It works con­ve­niently for us. Also, I’m very par­tic­u­lar about the taste of my cof­fee. I have can­celled milk sub­scrip­tion from a bunch of other brands’ apps be­cause the taste of milk used to be dif­fer­ent every day. But that isn’t the case with The Milk Co. The milk in my cof­fee tastes same ev­ery­day”.

Well milk­men are surely go­ing to get ex­tinct soon with th­ese brands tak­ing over with their sub­scrip­tion­based milk de­liv­ery apps and looks like Keven­ters is lead­ing the pack! One can search for Keven­ters The Milk Co. on App Store and Google Play. We


And, to mark the 200th an­niver­sary of the great nat­u­ral­ist Charles Darwin in 2009, the New Sci­en­tist mag­a­zine asked some of the lead­ing bi­ol­o­gists of the world to name the big­gest gaps in evo­lu­tion­ary the­ory. “Blush­ing is the big­gest gap in evo­lu­tion­ary the­ory,” sug­gested Dr Frans de Waal, a lead­ing ex­pert in pri­mate be­hav­iour at Emory Univer­sity, Ge­or­gia, US. He ad­mits the rid­dle why peo­ple go red in the face when they are em­bar­rassed is still dif­fi­cult to ex­plain.

Sci­en­tists are red-faced as they ad­mit that, while ev­ery­one does it, blush­ing re­mains one of the big­gest gaps in evo­lu­tion­ary the­ory. So, blush­ing con­tin­ues to re­main one of the last rid­dles in hu­man de­vel­op­ment.

“Why do hu­mans blush? We’re the only pri­mate that does so in re­sponse to em­bar­rass­ing sit­u­a­tions (shame) or when caught in a lie (guilt), and one won­ders why we needed such an ob­vi­ous sig­nal to com­mu­ni­cate th­ese self-con­scious feel­ings,” Dr Waal told the New Sci­en­tist.

“Blush­ing in­ter­feres with the un­scrupu­lous ma­nip­u­la­tion of oth­ers,” he added.

Blush­ing oc­curs when the blood ves­sels close to the sur­face of the skin in the cheeks, neck and chest open up to al­low more blood to flow. Dr Waal spec­u­lated on whether early hu­mans were sub­jected to se­lec­tion pres­sures to keep them hon­est.


Peo­ple whose cheeks turn red at the thought of speak­ing to a stranger have sim­i­lar blood flow to ev­ery­one else. It’s just that their blush­ing takes longer to sub­side so it’s more ob­vi­ous to them and oth­ers. A team of re­searchers led by Dr Peter Drum­mond from Mur­doch Univer­sity in Aus­tralia rated fa­cial blood flow in peo­ple fright­ened of blush­ing as they per­formed ev­ery­day, but po­ten­tially squirm­wor­thy­ese in­cluded speak­ing to a stranger, giv­ing a speech and lis­ten­ing to the taped speech af­ter­wards.

The re­searchers then com­pared the re­sults with a group of peo­ple who were not fright­ened of blush­ing who per­formed the same tasks. They found em­bar­rass­ment and self-re­ported blush­ing in­ten­sity was greater in the fear-of-blush­ing group than in the con­trol group through­out the ex­per­i­ment.

While in­creases in fa­cial blood flow were sim­i­lar in the two groups dur­ing each task, blush­ing took longer to sub­side in the fear-of­blush­ing group than in con­trols. The re­searchers re­ported on­line in the jour­nal Be­hav­iour Re­search and Ther­apy how this re­sulted in an in­cre­men­tal in­crease in fa­cial blood flow over the course of the ex­per­i­ment.

Dr Drum­mond says the dif­fer­ences in blush­ing be­hav­iour could come down due to a num­ber of fac­tors. “It may be that there is a dif­fer­ence in the way the fa­cial blood ves­sels re­spond dur­ing so­cial en­coun­ters in fear­ful blushes which pro­longs the in­crease in the way peo­ple cope in slightly stress­ful sit­u­a­tions,” he says.

“Or, it may be that, peo­ple who are fright­ened of blush­ing are sim­ply more anx­ious than those who aren’t, and this anx­i­ety then per­sists for some time af­ter­wards, so it takes them a lit­tle longer to re­cover and get back to nor­mal.” It may also be that, be­cause the blush re­sponse lingers longer, there’s more op­por­tu­nity for the per­son and oth­ers to no­tice it, he adds.

Ei­ther way, Dr Drum­mond says the re­search has its sil­ver lin­ing for peo­ple wor­ried about blush­ing. “Dur­ing th­ese so­cial en­coun­ters they are blush­ing no more strongly or more fre­quently ... than peo­ple who don’t feel they blush very much. They just take longer to re­cover.” And that, ac­cord­ing to Dr Drum­mond, could sim­ply be the re­sult of the blusher’s thought process.

“They’re go­ing over all the pos­si­ble ways that they could be em­bar­rass­ing them­selves dur­ing the so­cial en­counter,” he says. “If the re­search helps peo­ple come to terms with that it could help them lose their fear of blush­ing,” con­tends Dr Drum­mond.

Love is our true destiny. We do not find mean­ing of life by our­selves alone—we find it with an­other.

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