One of the founders of the company, Chakradhar Gade, told DairyReporter that milk sold through the organized sector in India is often recombined (a mix of milk, milk powder and water), and sometimes travels 500 to 1,000 km, and up to two weeks, to reach the consumer.
In addition to issues of transportation and consistency, a survey by FSSAI showed that as much as 68% of milk in India could be adulterated.
Country Delight says it is aiming to bring back the basics, by delivering local fresh and unadulterated cow and buffalo milk directly to the doorstep of consumers within 48 hours of milking. Consumers can also order through a free app downloaded to their cell phone.
“We are trying to give a natural fresh and unadulterated product,” Gade said.
“We have a 100-mile sourcing radius where we work directly with the farmers and empower the farmers with the technological tools to monitor their business.
“And we set up remote monitoring mechanisms where we are also able to constantly see what is happening to the milk.”
Gade said that currently in India, milk is often collected from many different individual suppliers, which affects traceability as volumes are in the tens of thousands of liters.
Through their 100-mile radius model, he said, Country Delight can test at the 200-300 liter level, which is easier to monitor.
The company is looking to enter into value-added products, and improve distribution, with the goal being to extend the 100-mile sourcing pledge and replicate the system to all Indian cities with a population of more than one million.
Pay more for safe and pure product
Gade said the business is looking for investor capital to move to that next level.
“We are going to stick to the value proposition of sourcing better, paying the farmer better, creating entrepreneurs through the system and delivering the consumer a superior product,” he said.
He said that selling urban centers is the key, and that consumers in cities can afford to pay a little more for their products.
“We're not asking them to double their milk consumption,” Gade said.
“We're asking them to pay 20-30% more for a safe and pure product.”