For INR 233 Cr, or around $26 million, Chennai-based Hatsun Agro purchased Milk Mantra in order to increase its presence in the dairy industry. The board of the company has “approved the acquisition of 100% of the issued and paid-up share capital of the Milk Mantra Dairy Private Limited,” according to a BSE filing from HAP. According to the filing, Milk Mantra, situated in Bhubaneswar, will become a fully owned subsidiary of HAP upon the acquisition. HAP hopes to increase its presence in Odisha and the eastern dairy sector with this agreement. According to the document, it also wants to investigate its current market in north Andhra Pradesh as well as possible markets in West Bengal and nearby states. Following the acquisition, Milky Moo will be a new brand in addition to HAP’s current ones, Arun, IBACO, Hatsun, and Arokya.
About Milk Mantra
Milk Mantra was established in 2009 by Srikumar and Rashima Misra, and it started operations in 2012. Moo Shake and Milky Moo are the two brands that the firm offers its goods under. It offers flavoured milkshakes, lassi, paneer, curd, bottled milk, and mishti dahi. Due to its ability to keep costs under control, the company generated a profit in the fiscal year 2023–2024 (FY24), generating INR 9.8 Cr as opposed to INR 12.3 Cr in the previous fiscal year.
Indian Dairytech Startups Performance in 2024
In recent years, dairytech innovators have done everything they can to transform the Indian dairy industry, from utilising IoT (Internet of Things) devices to utilising AI and ML. Today’s farmers are therefore more equipped to keep an eye on the health of their cattle, which results in increased milk quality, better dairy products, and larger yields.
Additionally, Indian dairytech entrepreneurs are tackling long-standing problems that plague the industry. Poor disease control, inadequate animal healthcare, and low-quality feed are some of the main issues.
New-age hyperlocal delivery services like MilkBasket, DailyNinja, and Supr Daily (now InsanelyGood), to mention a few, have revolutionised the Indian dairy startup scene by displacing established brands like Mother Dairy and Amul through retail channels. Later, businesses like Country Delight, Milk Mantra, and others arose to solve issues with timely delivery and quality.
Nevertheless, a number of issues still need to be addressed in spite of the boom of businesses in this field. One of the biggest problems is getting milk from different dairy farms. This has a direct effect on milk quality. Indian companies have responded to this by establishing their own farms and implementing a direct-to-consumer (D2C) business model. Barosi, Happy Milk, Doozy Happy Nature, The Milk India Company, and The Good Cow Company are a few of these names.
India’s dairy industry is expected to grow by 13-14% in revenue during the financial year 2024-25, driven by strong consumer demand and better raw milk supply, as per CRISIL Ratings.
With this growth, there is rising demand for pure and unprocessed milk. A name that is standing out and making its mark in this industry is Milkvilla. Headquartered in Bengaluru, Milkvilla stands out by delivering fresh A2 desi raw cow milk from free-grazing cows. Using advanced technology and eco-friendly practices, Milkvilla is creating a positive impact on health and the environment.
In this article, learn more about Milkvilla, its founders, its business and revenue model, challenges, growth, and more.
Milkvilla – Company Highlights
Company Name
Milkvilla
Headquarters
Bengaluru, Karnataka, India
Sector
Dairy Product Manufacturing
Founder
Mannu Jee, Aman Jee, Mayank Parashar, Avkash Kumar
Milkvilla is a brand committed to delivering pure, raw A2 desi cow milk straight from free-grazing cows to your doorstep. With a strong focus on sustainability, it eliminates plastic packaging and uses eco-friendly practices. Combining traditional methods with modern technology like blockchain and IoT, Milkvilla ensures quality, freshness, and transparency at every step. It’s more than milk, it’s a movement for a healthier lifestyle and a greener planet.
Milkvilla – Industry
Milkvilla Target Market
The Indian dairy industry is growing at a compound annual growth rate (CAGR) of approximately 13.68% and is expected to reach a market size of $489.62 billion by 2031. India, the world’s largest milk producer, generates over 230 million metric tons of milk annually. Around 70% of Indian households prefer raw milk over processed and packaged milk, citing its natural taste and nutritional value.
Milkvilla aims to establish a strong presence in major cities across India, delivering raw milk and other eco-friendly, plastic-free dairy products by then, aligning with the industry’s shift towards sustainability and innovation.
Milkvilla is driven by a visionary leadership team with a shared passion for innovation, sustainability, and delivering value to customers:
Mannu Jee, Founder & CEO: With a background in marine engineering and global operations, Mannu’s leadership combines a deep commitment to sustainability and empowering farmers with strategic business acumen.
Aman Jee, Co-founder & CTO (IIT Patna): A technology innovator with expertise in software development, IoT, and cloud solutions, Aman leads Milkvilla’s tech infrastructure, ensuring operational efficiency and customer satisfaction.
Mayank Parashar, Co-founder & COO: An operations expert with 8+ years in logistics and supply chain management, Mayank optimizes delivery systems to ensure Milkvilla’s raw milk reaches customers reliably and sustainably.
Avkash Kumar, Co-founder & CGO (IIT Kharagpur): A seasoned strategist and marketer, Avkash drives Milkvilla’s expansion through innovative campaigns, customer-centric solutions, and sustainable growth initiatives.
Together, this dynamic team is transforming India’s dairy industry with innovation, quality, and a vision for a sustainable future.
Milkvilla – Startup Story
Milkvilla was founded to deliver fresh, A2 raw desi cow milk directly to consumers, prioritizing authenticity, nutrition, and sustainability. Inspired by the challenges faced by its founders, Mannu Jee, and Aman Jee, Milkvilla bridges the gap between rural milk production and urban consumers.
Mannu Jee, raised in a farmer’s family, witnessed his father producing high-quality A2 milk that rarely reached urban areas like Muzaffarpur due to transportation issues. Aman, moving across cities for education and work, struggled to find nutrient-rich A2 milk, valued for its health benefits, especially for vegetarians and pregnant women.
Established in 2019 in Muzaffarpur, Bihar, Milkvilla ensures access to fresh A2 milk while empowering local farmers. Committed to sustainability, the company offers plastic-free packaging, saving over 2 lakh trees. Milkvilla has revolutionized urban milk access, focusing on quality, sustainability, and innovation to benefit consumers, farmers, and the environment.
Technological Advancements at Milkvilla: Revolutionizing A2 Desi Raw Milk Delivery
Milkvilla has pioneered advanced technology to ensure seamless delivery of fresh A2 desi raw milk. Innovations include temperature-controlled milk tanks, IoT-based milk dispensers, and custom electric delivery vans.
The company has also developed software solutions to streamline experiences for consumers, farmers, and operations, alongside an IoT-based milk analyzer for real-time quality testing. These advancements underscore Milkvilla’s commitment to delivering premium milk with sustainability and efficiency from farm to doorstep.
Milkvilla Probelm Solving Approach
Milkvilla – Tagline
Milkvilla’s tagline is “Raw Milk is the Real Milk” – A Commitment to Freshness and Quality
At Milkvilla, they believe “Raw milk is the real milk.” Unlike market milk, often pasteurized, packaged, and delivered 8–10 days post-milking, Milkvilla’s A2 raw milk reaches consumers within 12 hours, ensuring purity and freshness.
Unlike conventional milk with added milk powder or chemicals, Milkvilla guarantees pure, unadulterated A2 raw milk. The company’s promises include:
Fast Supply Chain: Fresh milk is delivered within 12 hours.
Highest Hygiene Standards: Rigorous practices ensure safety and quality.
Milkvilla also provides a daily milk quality report via its app. You can easily differentiate raw milk from processed milk—raw milk develops a fat layer if unboiled within an hour, while pasteurized milk lacks this natural property. Milkvilla delivers authentic, preservative-free milk with transparency and integrity.
Milkvilla – Vision and Mission
The company’s mission is to become a household name for the delivery of fresh and A2 raw desi cow milk in India. The company emphasizes the belief that “raw milk is the real milk.”
Milkvilla – Products/Services
Milkvilla Products
Milkvilla offers a premium range of A2 dairy products, including raw milk, paneer, curd, butter, and more, delivered within 12 hours of milking for maximum freshness and nutrition.
Committed to sustainability, its eco-friendly, plastic-free packaging reduces environmental impact while preserving quality. Milkvilla brings farm-fresh, nutritious A2 products responsibly sourced to your doorstep.
Milkvilla USP
Milkvilla – Business and Revenue Model
Milkvilla operates on a direct-to-consumer model, earning revenue by selling premium A2 milk and other dairy products. This approach allows to maintain control over product quality and customer experience, ensuring the freshest and most reliable dairy products for the consumers.
In addition to the core retail business, Milkvilla is successfully executing a franchise model that enables rapid scaling. This strategic expansion reduces capital liabilities and creates a mutually beneficial partnership with franchisees, contributing additional revenue streams to the company. By combining direct sales and franchising, Milkvilla is poised for sustainable growth while maintaining the integrity of its product offerings.
Milkvilla Business Model
Milkvilla – Customer Growth and Retention Strategies
Milkvilla has built a loyal customer base through a combination of unique strategies and unwavering product quality. Its distinct milk carts attract customers organically, and the superior taste and freshness of the raw A2 milk ensure they stay with us. Unlike others, Milkvilla does not process or package its products, preserving the true flavor of milk and dairy while avoiding preservatives.
Milkvilla operates on a subscription-based model complemented by fast delivery, offering convenience and reliability to its customers. Moving forward, Milkvilla plans to enhance consumer retention through personalized offerings, community engagement, and continuous improvements in service.
With its sustainable practices, innovative marketing, and scalable operations, Milkvilla is well-positioned to continue leading the A2 raw dairy market and delivering unparalleled quality and convenience to consumers.
By Choosing Milkvilla, You’re Saving 1 Tree Every Month
Milkvilla – Challenges Faced
Milkvilla has faced various challenges throughout its journey, each requiring unique solutions. Initially, managing supply-demand imbalance was a key issue. As the company grew, manpower management became a challenge, followed by the need for advanced technology to handle raw milk and serve a large customer base. Additionally, finding sustainable packaging solutions without plastic was another hurdle.
To address these, they focused on building the right team, developing technology, and finding eco-friendly packaging. Today, all of Milkvilla’s products are delivered in plastic-free packaging, aligning with its sustainability commitment.
Milkvilla has evolved by turning each challenge into an opportunity to improve operations, enhance offerings, and uphold environmental values, ensuring consumers receive the highest-quality A2 dairy products with every delivery.
Milkvilla – Marketing Campaigns
Milkvilla’s marketing campaigns have played a key role in building the brand and engaging consumers. One standout strategy is its cow mascot marketing, adding fun and freshness to events while reinforcing the commitment to high-quality A2 raw milk.
Our operations in Bengaluru have positioned them as pioneers, being the only company delivering raw A2 milk at scale in the city. Through plastic-free packaging, Milkvilla has saved over 2 lakh trees, reflecting its sustainability efforts.
To expand its reach, Milkvilla is launching an affiliate marketing program, allowing individuals to promote its products and earn up to INR 80,000. Milkvilla also uses unique content and graphics to stand out in a competitive market.
To showcase its superior quality and delivery, Milkvilla is offering 1 liter of free raw milk to let consumers experience the difference. Through these campaigns, Milkvilla continues to build trust, expand its consumer base, and lead the A2 raw milk industry.
Milkvilla – Growth
Milkvilla has made significant strides in its growth and operations. The company has established its own plants in three key locations: Muzaffarpur, Patna, and Bangalore, and is successfully running two pilot franchise operations in Chandigarh and Moradabad. Most of these centers are already operating profitably, demonstrating the strength and efficiency of Milkvilla’s business model.
With a monthly revenue surpassing INR 1 crore and a growing consumer base of over 6,000 customers, Milkvilla is well-positioned for continued growth. The company is poised to scale further and faster, with plansto expand its footprint and continue providing fresh, high-quality A2 dairy products to an even broader audience.
Milkvilla – Achievements in Startup Programs
Milkvilla’s innovative efforts have been recognized by both the Government of Bihar and the Government of India. The company has received separate grants totaling INR 40 lakh from these governments, acknowledging its contributions to the dairy sector and its potential for impactful growth.
This support underscores Milkvilla’s commitment to revolutionizing the dairy industry while driving economic and sustainable development.
Milkvilla Technology
Milkvilla – Recognition and Achievements
Milkvilla has been proudly recognized by Startup India for its innovative contributions to the dairy industry and its commitment to sustainability. Its journey is marked by impactful milestones that demonstrate Milkvilla’s dedication to delivering quality products while protecting the environment.
4,475 carbon credits earned: Reflecting our measurable impact on reducing greenhouse gas emissions.
60 million liters of water saved: By reducing reliance on plastic, contributing to water conservation efforts.
58,000 kg of CO2 emissions reduced: Minimizing our carbon footprint with environmentally conscious initiatives.
27,000 kg of plastic waste diverted from landfills: Supporting a cleaner environment through sustainable practices.
30,000 kg of plastic production avoided: Ensuring eco-friendly operations by adopting plastic-free packaging.
50 lakh liters of milk delivered: Bringing fresh, raw A2 dairy products to thousands of households.
These achievements underscore Milkvilla’s commitment to sustainability, innovation, and social responsibility. As it continues to grow, Milkvilla remains dedicated to creating a lasting positive impact on the planet while delivering the highest-quality A2 dairy products to its consumers.
Milkvilla: Making a Positive Impact on the Environment with Every Drop of Milk
Milkvilla – Competitors
Milkvilla operates in a competitive market alongside notable players such as Country Delight, Akshayakalpa, Sid’s Farm, and Pride of Cows. While these brands share a commitment to delivering quality dairy products, Milkvilla differentiates itself through its focus on A2 desi “raw milk” and a seamless, technology-driven supply chain.
Milkvilla’s dedication to sustainability—evident in its plastic-free packaging—and the ability to deliver fresh A2 dairy products within 12 hours of milking set it apart from competitors. By combining innovation, superior product quality, and a strong consumer-first approach, Milkvilla continues to carve its niche in the premium dairy segment, building trust and loyalty among its growing customer base.
Milkvilla is gearing up for significant expansion and innovation. Currently operating a small plant on Sarjapur Road in Bengaluru, the company plans to scale to 50 delivery vehicles within the next six months, with plans to replicate this model across Bengaluru and other major cities in India for nationwide growth.
Additionally, Milkvilla is expanding its franchise model to tier 2 and tier 3 cities, with planning already underway. This will bring fresh A2 dairy products to more consumers while supporting local entrepreneurship.
Milkvilla will also introduce a 10-25 minute dairy delivery service starting in January or February 2025, becoming the first dairy company to achieve this milestone. These efforts aim to redefine convenience and quality in the dairy industry, setting new benchmarks for freshness, speed, and accessibility.
FAQs
What products does Milkvilla offer?
Milkvilla offers a premium range of A2 dairy products, including raw milk, paneer, curd, butter, ghee, and more, delivered within 12 hours of milking for maximum freshness and nutrition.
Who are the founders of Milkvilla?
Mannu Jee, Aman Jee, Mayank Parashar, and Avkash Kumar are the co-founders of Milkvilla.
Where is the headquarters of Milkvilla?
The headquarters of Milkvilla is in Bengaluru, Karnataka, India, near HN Halli Lake, off Sarjapur Road.
This article has been contributed by Ravin Saluja, Director with Sterling Agro Industries Ltd. (Nova Dairy Products)
Recently, it is quite clear why corporate social responsibility (CSR) was born and what it stands for. Companies are expected to act ethically and sustainably so that consumers, stakeholders, and communities can agree with them. If we spoke about CSR being solely about big corporations, it would never include small new businesses like those from the dairy sector. In this regard, the integration of such concepts into business models is possible for small firms due to their links with agriculture, animal welfare, and environmental sustainability. Why do dairy startups need CSR? In what way should they start one?
The Importance of CSR within Dairy Startups
1. Creating trust Among Consumers
In today’s market, consumers are very conscious about where the food they consume comes from and how it is produced. One of the most examined commodities by people is dairy products, considering that they always undergo scrutiny in terms of their environmental impact, animal welfare standards, or even labor practices. Dairy startups can gain consumer trust by including CSR in their operations, emphasizing ethical sourcing and sustainability, as well as full disclosure.
Several clients are happy to spend more on products that conform with their beliefs, like organic milk, ethically procured cheese, or green products. By doing this, they would create a great competitive advantage for startups in the industry, as there are many players.
2: Drawing in Investors and Partners
A startup often grows through external financing, and for this reason, there has been an increasing shift of investors towards considering environmental, social, and governance (ESG) issues. In business plan development for your new company, corporate social responsibility can be included so as to attract prospective investors who emphasis on sustainability and ethics in their businesses. Moreover, it exhibits longevity since sustainable firms have better chances of responding positively to potential regulatory changes and future market fluctuations.
Also, retailers and corporate partners might want to collaborate with suppliers who show their commitment towards environmental and social responsibilities. An explicit CSR policy can help in creating valuable connections within the dairy supply chain.
3. Reduction of Risk and Assurance of Compliance
The dairy industry is faced with several environmental and regulatory challenges, such as greenhouse gas emissions, waste management, and labor laws. By incorporating CSR principles, new businesses can avoid these problems before they happen; thus reducing chances of incurring fines or damage from bad press.
For instance, adopting sustainable practices such as water conservation, effective manure management, or reduction of transportation-related emissions may lead both better environmental conditions as well as save from any future regulations that may arise. Responsible practices that keep businesses ahead of compliance are not only beneficial for nature but also critical in securing the startup’s interest in the long run.
4. Employee Retention and Engagement
CSR is not only about the way others see us, but it also affects us internally. In an age when talent is the best asset for startups, a socially responsibility-oriented work environment can uplift employee morale and stickiness to the workplace. Workers desire to be associated with firms that do good deeds; similarly, a strong CSR initiative will draw as well as recombine top executives who are passionate regarding the aim of the organization.
Dairy Startups Ought to Identify Critical Corporate Social Responsibility (CSR) Areas
1. Sustainable Sourcing and Supply Chain Management
The dairy industry is capital- and resource-intensive in nature, as it requires great volumes of water, energy, and feed. A shift from traditional production methods should give way to sustainable sourcing so that less harm is done to the planet while making sure that environmentally conscious consumers are served. Such measures may entail sourcing feed from environmentally friendly farms, using less polluting means of transport during distribution, or simply adopting low energy consumption technologies during the manufacturing process.
Furthermore, working closely with local farmers will assist in supporting ethical dairy farming, which is necessary for maintaining human-animal relationships, besides ensuring that these communities receive equitable returns on their investments.
2. The Welfare of Animals
Animal welfare is invariably one of the major issues facing the dairy industry; therefore, all new companies can establish a good starting point for themselves in this regard. Specific policies on humane treatment, accessibility to veterinary doctors, provision of enough space, as well as clean and suitable living conditions may help your brand stand out from competitors. Ethical treatment of farm animals has become an important issue to consumers; hence, new enterprises that prioritize it will attract more customers’ confidence and loyalty from animal welfare supporters as well as ethically aware shoppers.
3. Environmental Effects and Climate Change
The well-known contributor to climate change is indeed the dairy sector due mainly to the methane emission by cows, which is one of its primary causes. New companies have an opportunity to use innovations such as feed additives that reduce methane emissions or running sustainable animal husbandry practices like rotational grazing in order to limit environmental degradation.
In addition, there are other important areas of waste disposal to consider. A lot of waste is produced on dairy farms, and one of these is manure, which can be handled responsibly by composting or turning it into bioenergy. Such technologies can be used by startups to minimize their environmental footprints.
4. Community Engagement
Often, dairy startups are found in rural regions where they contribute significantly to the economy. Hence, any corporate social responsibility policy should involve engaging and supporting the local community as an essential element. The following could constitute such programs: educating the public on sustainable agriculture methods, giving donations to schools in the area, or creating jobs for locals. This will enable them to build strong relationships in positive ways with surrounding societies, leading to both the company’s profits and regional growth.
5. Product Innovation and Transparency
Consumers have a desire to know what’s in the products they buy. Startups can take the lead in this by disclosing details about their ingredients, production techniques, and sourcing policies with the utmost transparency. This kind of openness promotes trust and may even stimulate new product development. For instance, creating dairy substitutes such as plant-based or lactose-free options for individuals with certain diets can open up new markets while also addressing ecological issues.
Is It Possible To Begin A CSR Program In A Dairy Startup?
Dairy Industry in India
1: Define Your CSR Goals
The first step is to see what areas fit your organization’s values and beliefs of customers that you serve. Begin by evaluating how far you have come so far in productive animal treatment practices, environment friendliness, or involvement in community activities.
2. Bring Stakeholders Together
Establish connections with various stakeholders, such as customers, workers, farmers, or investors, to know their concerns and what they expect from you. Their input will be critical in the formation of your CSR approach. In addition, openness and candid exchanges will help foster deeper ties, thus making your CSR initiatives truly meaningful for the intended audience.
3. Begin with Small Steps and Grow
Limited resources might be an obstacle for start-ups; thus, it is essential to set realistic objectives at first. Pick out a few main areas that are compatible with your values, then increase your CSR level as the company grows up. Success gained from small-scale programs can provide an impetus and financial backing required for future expansion of CSR endeavors.
4. Conduct Assessments and Document Findings
Set up measurable objectives and collect data to monitor how your CSR efforts are affecting change. Your quantifiable results will be handy in demonstrating the success of your CSR strategy to stakeholders and investors, whether it’s reducing energy use, improving animal rights or contributing to the local economy.
5. Make Your Case Public
When your CSR projects have settled, take time to pass them on meaningfully to consumers, investors and other stakeholders. Communicate about what you have been doing with regards to CSR on social media, websites, and packages of products among others. This not only enhances brand image but also serves to lead other like-minded organizations in the industry to pursue the same path as well.
For dairy startups, CSR is now an imperative and not an option. Dairy startups that incorporate CSR in their business models will be able to foster consumer trust, draw in investors and generate sustainable value. Whether considering environmental sustainability, animal welfare, or community involvement, these are some of the reasons why CSR is increasingly gaining prominence as a source of growth, resilience, and social accountability in the dairy sector.
Amul, the renowned brand synonymous with quality dairy products in India, is making waves in the United States with its latest venture. Amul is set to revolutionize the dairy sector by introducing its fresh milk to the US market soon.
This will be the first time Amul’s ‘fresh’ milk, a product from the Gujarat Cooperative Milk Marketing Federation (GCMMF), will be available outside India.
Amul Gold (with 6% milk fat), Amul Shakti (with 4.5% milk fat), Amul Taaza (with 3% milk fat), and Amul Slim n Trim (with 2% milk fat) will be sold in the US.
The Gujarat Cooperative Milk Marketing Federation (GCMMF) has teamed up with America’s tenth-largest dairy cooperative, the Michigan Milk Producers Association (MMPA), to introduce ‘fresh milk’ to the American market.
This partnership with Amul allows us to work with another cooperative to help them grow their brand in the United States, benefitting not only our own dairy farmer members, but those in India as well, MMPA President & CEO Joe Diglio has said. MMPA’s strategic partnership with Amul will continue to enhance MMPA’s growing and diversified product mix while utilizing our state-of-the-art technology.
After the launch of locally sourced ‘fresh milk’ in the US, the Gujarat Cooperative Milk Marketing Federation also plans to expand this business to additional countries.
Jayen Mehta, GCMMF’s managing director, has stated to a media firm, “We are exploring various opportunities to reach untapped markets and will make announcements regarding fresh milk sales in other countries in the coming months.”
Amul’s impressive Rs 55,000 crore turnover in fiscal year 2022-23, up 18.5% from the previous year, along with its extensive export history to over 50 countries, underscores its global dairy dominance. Its partnership with the Michigan Milk Producers Association further emphasizes its strategic international expansion.
Amul Set to Make U.S Debut with Fresh Milk | Four Variants to Be Made Available | MD Jayen Mehta
This entry into the US market is not just another feather in Amul’s cap but a carefully orchestrated move to tap into the vast American dairy market with its array of products including milk, ice cream, ghee, cheese, and other dairy products.
This collaboration marks a significant milestone for Indian milk cooperatives, as Amul becomes the first to sell fresh milk in the East Coast and Midwest regions of the US. This development paves the way for a new era of opportunities and growth for Amul, promising a unique blend of Indian tradition and global innovation in the dairy industry.
Let us delve into the details of the partnership and explore the potential impact of Amul’s fresh milk on the American market.
Amul’s Rich Legacy in the Dairy Industry
With a history spanning several decades, Amul has solidified its position as a key player in India’s dairy sector. The Gujarat Cooperative Milk Marketing Federation has been at the forefront of promoting dairy products under the iconic Amul brand. While the brand has a strong presence in the domestic market, its foray into the United States marks a significant expansion into international territories.
The India Dairy Market is projected to achieve a valuation of USD 26.11 billion by 2024, with further growth anticipated. It is expected to expand at a Compound Annual Growth Rate (CAGR) of 6.61%, reaching USD 35.96 billion by 2029, according to a report by Mordor Intelligence.
The major players in the India Dairy Market include Gujarat Cooperative Milk Marketing Federation Ltd, Karnataka Cooperative Milk Producers Federation Ltd, Mother Dairy Fruit & Vegetable Pvt. Ltd, Rajasthan Co-operative Dairy Federation Ltd, and Tamil Nadu Cooperative Milk Producers Federation Ltd.
Amul’s experience in exporting dairy products to more than 50 countries has been a testament to its quality and global competitiveness.
The brand’s success in international markets has laid the foundation for its venture into the US market. By leveraging its expertise in exporting dairy products, Amul aims to establish a strong foothold in the American dairy industry.
Strategic Partnership With Michigan Milk Producers Association
The collaboration between the Gujarat Cooperative Milk Marketing Federation and the Michigan Milk Producers Association signifies a strategic move to introduce Amul’s fresh milk to American consumers.
The partnership allows for the seamless distribution and marketing of Amul’s products in key regions of the United States, highlighting a shared commitment to quality and innovation in the dairy sector.
Driving Innovation and Growth in the Dairy Sector
Amul’s foray into the US market showcases its drive for innovation and growth in dairy. Introducing fresh milk in America not only expands its product range but also leads Indian dairy cooperatives to explore global markets. This strategic step elevates Amul’s global presence and establishes it as a pioneer in introducing Indian dairy to diverse consumers.
Sales Turnover of Amul From Financial Year 2011 to 2023
Partnership With Michigan Milk Producers Association
This collaboration signifies a momentous step for Indian milk cooperatives, as they venture into uncharted territory by selling fresh milk in the US. The partnership between Amul and MMPA promises a blend of expertise and innovation, setting the stage for a groundbreaking foray into the East Coast and Midwest markets of the United States.
Key points of the partnership between Amul and the Michigan Milk Producers Association include:
GCMMF will provide the renowned Amul brand and expertise in dairy marketing, while MMPA will handle the collection and processing of fresh milk.
The collaboration aims to leverage the strengths of both entities to ensure the high quality and authenticity of Amul’s fresh milk in the US market.
By tapping into MMPA’s extensive network and infrastructure, Amul can effectively penetrate key regions in the US and establish a strong foothold in the competitive dairy landscape.
With the combined expertise and resources of Amul and MMPA, consumers in the US can look forward to experiencing the rich tradition and quality that Amul’s fresh milk embodies, marking a significant milestone in the global dairy landscape.
“The launch of liquid milk serves as a gateway for introducing other products, especially considering the decline in liquid milk consumption observed in the US market,” said Jordbrukare in an article on professional networking site LinkedIn. Jordbrukare specializes in providing market access, business strategy, and consulting services tailored to the dairy industry.
“One of the other reasons behind milk’s decline in the USA is the rise of ‘breakfast bars’. Being a part of fast moving life, people in the US are gradually preferring grab & go breakfast bars over cereals. Since milk is a complementary product to cereals, it’s a concern,” Groww, India’s financial services platform said in a post on X.
The decision to target the Indian diaspora and Asian population residing in major US cities like New York, Chicago, and Washington D.C. aligns perfectly with the demographic preferences for quality dairy products. This strategic move not only caters to the existing demand for authentic Indian flavors but also opens doors for expanding Amul’s reach to a broader consumer base.
The presence of approximately 4.5 million Indians in the United States provides a solid foundation for Amul to establish its brand and carve a niche in the competitive dairy market. By offering a taste of home through its fresh milk varieties, Amul aims to capture the hearts and taste buds of the diaspora, creating a loyal customer base that values quality and authenticity.
Beyond targeting the Indian community, Amul’s foray into the US market presents an opportunity to tap into the high per-household milk consumption in the country. With an average annual consumption of 75-100 gallons per household, the US market offers a significant volume of potential customers eager to explore new and premium dairy options. Amul’s fresh milk, known for its rich flavor and nutritional benefits, is poised to make a mark among discerning American consumers.
By offering a diverse range of milk fat content options and packaging sizes, Amul caters to the varied preferences of consumers, showcasing its commitment to quality and customer satisfaction. This strategic move not only enhances Amul’s brand visibility but also sets a precedent for other Indian dairy businesses to explore international markets and unlock new growth opportunities.
Product Offerings and Packaging
Amul’s fresh milk will be available in convenient one-gallon and half-a-gallon packs, catering to the diverse needs of consumers in the United States.
This variety of pack sizes offers flexibility and convenience for individuals and families alike, allowing them to choose the option that best suits their preferences and consumption patterns. Whether it’s for daily use or occasional indulgence, Amul’s fresh milk packaging aims to provide a seamless and enjoyable experience for consumers.
The product line of Amul’s fresh milk includes different variations with varying levels of milk fat content, appealing to a wide range of consumer tastes and preferences. By offering this diverse range of milk fat content options, Amul aims to cater to the specific dietary needs and preferences of its American customers, ensuring that everyone can enjoy the rich taste and nutritional benefits of Amul’s fresh milk. This thoughtful approach to product offerings reflects Amul’s commitment to providing quality dairy products that meet the needs of a diverse consumer base.
Amul gets ready to give ‘The Taste of India’ to the United States
Amul’s fresh milk will stand out on the shelves, enticing consumers with its promise of authentic Indian flavor and superior quality.
Impact on the Milk Industry
Disruption and Competition
Amul’s entry into the United States market signals a potential disruption in the milk industry, both in India and the US. As a dominant player in the Indian dairy sector, particularly with its renowned Amul brand, the expansion into the US market signifies a strategic move to diversify revenue streams and establish a global presence.
The partnership with the Michigan Milk Producers Association introduces a new competitor in the fresh milk segment, which could lead to increased competition among existing producers and suppliers. This increased competition may drive innovation, improve quality standards, and potentially result in more competitive pricing for consumers.
Consumer Choice and Market Diversification
Amul’s fresh milk debut in the US broadens consumer choices and introduces a new industry player. Through the partnership with the Michigan Milk Producers Association, consumers gain access to diverse fresh milk products, catering to various preferences and diets. This expanded variety may shape new consumption patterns and preferences in the industry.
Innovation and Quality Standards
Amul’s entry into the American market emphasizes innovation and top-quality standards. Teaming up with the Michigan Milk Producers Association guarantees that Amul’s fresh milk meets rigorous US market standards. This dedication not only benefits consumers with superior dairy products but also sets a benchmark for industry excellence, inspiring others to follow suit.
Market Dynamics and Global Expansion
The Amul-Michigan Milk Producers Association partnership marks a significant shift in market dynamics, introducing a well-established Indian dairy brand to the US market. This move not only unlocks growth opportunities for Amul but also serves as a blueprint for other Indian dairy firms eyeing global expansion. Venturing abroad enables Indian dairy businesses to reach new consumer segments, diversify revenue streams, and reduce reliance on domestic markets, fostering a more competitive global dairy industry.
Collaborative Growth and Industry Impact
The introduction of Amul’s fresh milk in the United States, in partnership with the Michigan Milk Producers Association, promises a significant impact on the milk industry. This collaboration not only expands market reach and revenue for both parties but also advances the dairy sector. It sets a precedent for future partnerships, fostering innovation and competition, and driving the industry toward growth and development.
Conclusion
The collaboration between Amul and the Michigan Milk Producers expanded their reach into the American market.
The introduction of ‘fresh milk’ under the Amul brand in the East Coast and Midwest regions signifies a new chapter in the dairy industry, blending Indian tradition with global innovation.
With a focus on quality products and strategic partnerships, Amul is poised to make a significant impact on the American milk industry. This partnership not only opens doors for Amul but also sets a precedent for other Indian dairy brands looking to enter the international market. The future looks bright for Amul as it continues to push boundaries and redefine the standards of excellence in the dairy industry.
FAQs
What prompted Amul to collaborate with the Michigan Milk Producers Association?
Amul sought to expand its presence in the US market and identified the Michigan Milk Producers Association as a strategic partner to introduce its ‘fresh milk’ products.
What specific regions of the US will Amul target for its fresh milk launch?
Initially, Amul plans to introduce its fresh milk products in the East Coast and Midwest regions of the United States.
What types of products will Amul initially offer in the US market?
Amul will introduce its ‘fresh milk’ under its brand name, with potential plans to expand its product offerings in the future.
What are the anticipated benefits of Amul’s entry into the US market?
The collaboration is expected to facilitate market expansion opportunities for both Amul and the Michigan Milk Producers Association, potentially leading to increased revenue streams for both entities.
How does this collaboration contribute to the global presence of Amul?
By entering the US market, Amul establishes itself as a significant player in the global dairy industry and showcases the potential for Indian dairy brands to expand internationally.
How extensive is Amul’s dairy cooperative network?
Amul operates one of the largest dairy cooperatives globally, comprising over 18,000 village-level cooperatives. These cooperatives involve millions of farmers in milk production activities.
What is the daily milk collection capacity of Amul?
Amul’s daily milk collection surpasses 3.5 crore liters, highlighting its substantial contribution to the global dairy industry. This impressive volume underscores Amul’s significance as a major player in the dairy sector.
Artificial intelligence has ushered in a new era for the agricultural sector, especially the cattle industry. The goal of this change is to make farming in the future more sustainable and less harmful to the environment, not merely more efficient and productive. Through this article, we take a look at how AI is changing the face of cattle farming for the better, leading to happier cows and a cleaner environment.
When raising cattle, one of the most important things is to make sure the herd stays healthy. Early disease identification and health monitoring are two areas where AI-driven solutions are seeing increased use. For instance, by monitoring habits and vital signs, sensors can detect early indicators of disease. Because of this preventative measure, fewer antibiotics are needed, which leads to healthier cattle and less resistance to antibiotics. Researchers at Vienna’s University of Veterinary Medicine found that disease diagnosis rates might be up to 20% higher with the help of AI-powered surveillance systems.
Sharing his views on the subject, Dr. Chandan Kumar, Associate Professor, DUVASU Mathura stated, “The AI parts of the dairy automation system analyse the data and give farmers information about things like heat estrous, heat stress, changes in feeding efficiency, and pregnancy status, among other things that are important for farm management. Farmers and businesses would benefit greatly from a fresh start if the government prioritised the promotion and affordable availability of software and technology, as well as the encouragement of animal researchers to pursue careers in this area in conjunction with the IITs.”
Anand Ramanathan, a partner at Deloitte India, claims that India ranks high among the global manufacturers of dairy products and milk. Still, the dairy business in India is dispersed, no matter how big it is. In addition, he mentioned that an online marketplace allows farmers to visually check the breeds of cattle and the claims made about their milk production.
One measure of a dairy farm’s prosperity is the amount of milk it produces. To improve output, AI systems can examine data on cow health, milk quality, and yield. For example, according to a survey from the Dairy Farmers of America, milk production increased by 10% when AI was used to track udder health. Not only does this efficiency increase profits, but it also reduces the environmental impact by reducing the number of cows needed to produce the same amount of milk.
The path forward is paved by startups. Their automated solutions use the Internet of Things (IoT) and advanced analytics to boost milk output and quality for small dairy farmers in India, revolutionizing the mostly unorganized dairy sector. Stellapps Technologies, started in 2011 by five individuals with degrees from IIT, is one such company. More than 750,000 small farmers in some of India’s most remote regions, where internet connectivity is extremely limited, use the product or service offered by the Bengaluru-based firm every day. Qualcomm, the Bill & Melinda Gates Foundation, and ABB Technology Ventures (ABV), the venture capital arm of ABB, have all recently invested in it.
Estimated Value of Artificial Intelligence in Agriculture Market Worldwide From 2023 to 2028
Combating Toxins: The Part AI Plays in Guaranteeing Feed Safety
The health of cattle and the quality of their dairy and meat products are both impacted by pollutants, so it is critical to ensure that cow feed is safe. Toxins in feed can be detected and predicted with the use of AI techniques. As an example, machine learning models may assess past data and present circumstances to forecast the probability of mycotoxin contamination, allowing farmers to implement preventative actions.
A more sustainable and eco-friendly method is being made possible through the use of AI in cow production. In this green revolution, AI is leading the charge to optimize land and water use and reduce methane emissions. Achieving a balance between sustainability and productivity is crucial for the future of cow farming, and AI can help with that.
Precision animal feeding and management is eFeed’s forte in India. The company uses AI to generate personalized feed recommendations. This method shows dedication to efficiency and sustainability by trying to reduce emissions of methane while increasing animal yields.
Major Challenges
Big data, the Internet of Things (IoT), artificial intelligence (AI), and machine learning (ML) are some of the digital technologies that are modernizing and reshaping agricultural and livestock value chains. India is one of the few developing nations that has been slow to embrace and use digital solutions to transform agriculture, in contrast to countries like the Netherlands, the United States, Australia, and Israel.
Public-private partnership (PPP) models and large companies are expected to foster digital agriculture adoption in India in the future. However, cost remains a constraint, as input costs for dairy farms are higher and most farms only have average-producing cows. As a result, the adoption rate in India will be affected.
“While researchers at IIT DELHI and NDRI Karnal have developed AI and fuzzy logic technologies to improve agricultural management, bringing these innovations to market will be a slow process, and we continue to rely on the progress of other nations that have invested heavily in AI and ML. We should hire biotechnologists and bioinformatics experts to investigate and research the potential of these new things in Indian settings, and we need someone to operate this technology,” opined Dr. Kumar.
This is an ideal opportunity for animal scientists and recent tech graduates to step up and help define the future of India’s livestock industry, as the government has already begun to encourage startups and the timing is right to act.
Nitin Konde
