Telangana-based Sid’s Farm, a premium dairy brand, was established in 2013 to provide families and communities with pure, healthy, adulterant-free milk and milk products. The product range of the brand comprises whole cow's milk, whole buffalo's milk, skim milk, cow's butter, cow’s ghee, buffalo’s butter, buffalo’s ghee, cow’s curd, buffalo’s curd, and paneer.
The brainchild of Dr Kishore Indukuri, an IIT Kharagpur and University of Massachusetts alumni, the D2C brand has grown manifold and has been achieving 100 percent YoY growth for the past few years. Currently, the brand serves about 10,000+ customers daily on a subscription basis.
“2018, we started selling our products through retail stores as well. We now have a presence in 100 GT and MT stores in Hyderabad. We identify stores that have a good footfall of niche, health-conscious customers and place our products in those stores,” says Dr Kishore Indukuri, Founder and Managing Director, Sid’s Farm.
“We work with stores that recognize our milk and milk products as a premium offering and offer us space and time for our brand to be displayed and advertised to our customers. We do focused events in these retail stores to engage with customers on weekends by doing sampling events and explaining to them the promise of purity of our brand,” he adds.
Betting Big on D2C
Sid’s Farm believes D2C is the way to go for businesses working with health-conscious customers.
“Being in constant and direct touch with customers gives instantaneous feedback on our products and helps improve our quality continuously. Business/ money collection risk is also lower as you sell to more costumer than few big businesses,” he states.
“Our growth plan is to hit 50,000 liters of milk and milk products sold in the next 1.5 years in Hyderabad. Along with a focused Hyderabad growth strategy, we plan to expand into other cities and towns in south India in the next few years,” he adds.
The brand is looking forward to expanding its presence by raising funds in the future.
“We believe that India is a growing market and there is space for everybody to grow. A lot of milk chilling and milk testing infrastructure still needs to be built and there is space for small niche players like us and also for big players to expand. Our view is that as consumer awareness about good healthy pure milk grows, all players will stand to get benefited,” he states.
Impact of Pandemic
The brand mitigated the impact of Covid by first safeguarding its employees and delivery partners by following strict safety protocols.
“All vehicles entering our facility are sprayed with disinfectant upon arrival at the premises. The vehicle occupants are then screened with a thermal/ IR temperature scanner. Sanitizer stations are provided at all entry and exit points in our factory. All of our factory team wear industrial PPE kits which include headgear, masks, gloves, and safety shoes. Once the milk reaches the city for distribution, all our delivery partners then follow all Covid-safe practices like wearing gloves and face masks while sanitizing themselves continuously as they deliver milk to customer’s doorstep,” he states.
“We have kept our delivery partners motivated during Covid pandemic by providing incentives, offering them free staples once a week, offering them Covid Insurance, and ensured we did not miss deliveries to our customers even for a single day,” he adds.