India has been the biggest producer of milk for many years now and the last decade has seen corporatization of the sector. A lot of this growth is fueled by the realization among consumers that their needs are not necessarily dependent on large co-operatives but smaller players are also capable of providing fresher products. Also, the advent of online retailers has helped many dairy start-ups to focus on product quality and scale with a significant part of their logistics taken care of.
Being a niche player in this sector, Ole Moo foresees the demand for differentiated milk to increase. Established in December 2018 with the delivery of around 20 liters of milk to its first set of customers, it has come a long way as a private limited company. The management team was determined to allow no wasteful expenditure on marketing and brand building and put in a lot of hard work to carve a niche in the dairy market by focusing on the products.
Ole Moo believes that the best milk is one that is as close to how it was milked. It has only one variety which is farm fresh, and non-pasteurized. However, a lot of customer education is required here to make them unlearn some of their beliefs about what good milk is. Though there are
customers who understand the virtues of farm-fresh, unprocessed milk and Ole Moo fits beautifully in their expectations. The company is positioned as a producer and supplier of only farm-fresh milk and milk products. The products are specifically targeted towards customers who value freshness, hygiene, and unprocessed food. It ensures delivery of 12-24 hours’ old milk to its customers and has successfully managed to maintain their goodwill in the market.
Armed with founders from rich educational backgrounds, Ole Moo’s driving force behind founding this company was never to just make financial gains. Staying true to their guiding principle required tight logistics (both in-bound and out-bound), a rigorous production schedule, and extreme care in the storage and transport of the products. With a portfolio of five products made in-house, it concentrates majorly on the quality of the products it delivers. Each product launch is preceded by months of trials, consumption of trial batches by the families of the management team, delivery partners, employees, and company shareholders. For its B2B customers, the company even goes the extra mile to customize the hardness or the softness of paneer as per their preference.
For Ole Moo, customers are the most important stakeholder but it also gives equal importance to its employees, delivery partners, dairy fairies, consultants, and vendors
As a brand, it believes that if the right things are done, staying true to the purpose and promises, then the differentiation will automatically be created. For Ole Moo, customers are the most important stakeholder but it also gives equal importance to its employees, delivery partners, dairy fairies, consultants, and vendors. Its workforce at the production unit comprises residents of the same or neighboring villages. In-spite of being a start-up, it has always taken all possible steps towards its employee welfare. Its Dairy Fairy initiative involves women who would like to be its brand ambassadors/influencers with a share in the revenue.
After acquiring the business and brand of Milk India Company, Ole Moo is keen to grow inorganically as well. It is all set to launch at least 2-3 new products in a year or two. Serving only Bangalore right now, it has obtained the export license and necessary clearances and soon it would commence exports to Singapore once the Pandemic condition improves.
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