India's dairy market in 2020 had reached a value of Rs. 11,357 billion according to a report named India Dairy Industry Report 2021. The country is the largest producer of milk globally and accounts for 22 percent of the global share of milk. Over the years, Indian families have largely depended on milk to meet their daily protein requirement.
However, there has been a proliferation of the supply of adulterated milk in the market which has compelled customers to look for alternative and healthier variety of milk. Godhuli provides farm fresh and unadulterated milk as a substitute variety of milk which is bereft of the all the negative effects of adulterated milk and this is done through the farm to doorstep delivery.
The dairy industry demands products that are of high quality and medically suitable while also being cost-effective. Adhiraj Agarwal, Director, Godhuli, says, "Our company has its own farms, and the entire milk is produced by the company's own cattle farm. The company also ensures that the cattle food is also balanced with proper nutrients in order to produce farm fresh milk and ensure the proper health of the cattle. This in turn also ensures that the milk is of the highest quality possible without any impurity".
Standing Out in the Market
Speaking of the benefits of farm fresh dairy
products, Adhiraj adds, “We spread awareness among our customers about the benefits of farm fresh dairy products as well as the harmful effects of consumption of adulterated dairy products. Our company also has an app which makes it easier for the customer to order products and easily manage subsequent orders, thereby making business with us smoother”.
Godhuli Milk has been positioned in the market as a very niche player. Adhiraj highlights, “We have been catering only to the premium segment of the market which has the highest demand of pure and farm fresh dairy products. Our company also supplies the milk in reusable glass bottles, which acts as an incentive for our customers as well as reduces any chance of tampering with the milk”. Godhuli Milk uses electric delivery vehicles with power optimization systems which allow the company to run on a zero carbon footprint and thus positioning itself in a sustainable and eco-friendly environment.
We have a team of microbiologists who monitor the process of quality checking every three days of the week, and they ensure the quality of the products by running various parameter tests
Stringent Quality Laws
Godhuli Milk offers dairy products such as farm fresh, unadulterated milk, ghee and will soon expand to paneer and a wide range of other dairy products. Milk is packaged in reusable glass bottles of 1 litre each. Adhiraj emphasizes, “We have a team of microbiologists who monitor the process of quality checking every three days of the week, and they ensure the quality of the products by running various parameter tests such as fat tests, adulteration tests to deter-mine the quality of the product. There is also a process of boiling and checking just before the product is dispatched. The whole process is also mechanized, which increases the confidence of the customers in the quality control process”.
The Journey So Far
GodhuliMilk was started with seven families in Siliguri and is currently catering to around 700 families and has a total delivery of about 1700 L of milk every day. Adhiraj concludes, “Company also had to undergo challenges to bring modifications to its products as per customer recommendations and also educate customers on various aspects involving product composition and the difference between pure and adulterated milk. The company aims to reach 7000 L in the coming few years and has managed to cover almost all of Siliguri”.
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