Paramjit Singh from Chunni Khurd in District Fatehgarh Sahib procures about 300 litres of milk every day from 30 farmers of his village. He shows off an electronic equipment to measure milk, given to him by Reliance, which has opened 400 milk collection centres in as many villages of Punjab as part of its milk procurement and retail marketing programme. For Punjab dairy farmers like Paramjit, there is a range of choices opening up so far as buyers are concerned.