National Milk Day: popularize alternative options like camel and donkey milk; Shrey Kumar from Aadvik Foods responds

“Camel milk, which is suitable for people with lactose intolerance, is rich in vitamins, minerals, insulin and unsaturated fatty acids. ”

Due to the health benefits, unique dairy alternatives like camel milk, goat milk, soy milk, almond milk are now used as everyday drink. Consumers are willing to spend more on a product that promises clear health benefits. Thus, the demand for these alternative milks is expected to increase in the coming years. In addition, the different sales channels and the growing importance of internet retailing are giving new impetus to the Indian alternative dairy market. With these developments, this brings us to an important question: Can the alternative dairy industry compete with the ten-year-old dairy industry? Co-founder of Aadvik Foods Shrey kumar answered this question and more. Extract:

Do you see increasing demand for the alternative milk market in India?

According to a recent report, the alternative Indian dairy market was worth $ 20.9 million in 2018 and is expected to grow at a CAGR of 20.7% to reach $ 63.9 million by 2024.

The online distribution channel is expected to grow at the fastest CAGR of 8.6% from 2020 to 2027 due to the growing familiarity and reliance of Gen X, Gen Y and Gen Z on the internet and electronic commerce. Industry players are diversifying their product lines.

At Aadvik Foods, we have seen double digit growth in our sales for these unique milk categories (camel and goat milk) and approximately 60% of our customers are new.

What are the main advantages that attract a consumer to these alternative dairy options?

Camel milk, which is suitable for people with lactose intolerance, is rich in vitamins, minerals, insulin and unsaturated fatty acids. Besides being low in fat, it is beneficial for people with chronic conditions, such as diabetes and autism, and also boosts general immunity.

Armed with this information, the founders decided to popularize camel milk as a super food in the country.

Goat’s milk is similar to cow’s milk in terms of basic composition. The anti-inflammatory properties found in goat’s milk help control intestinal inflammation and are also ideal for people with poor digestion as they don’t cause stomach problems, acidity, or constipation. Goat’s milk can be consumed by a person with dengue fever with the intention of maintaining their body fluids, as transfusion of platelets from the outside is not always possible.

Donkey milk, which turns out to be closest to human breast milk, is recommended by doctors for a few people who cannot digest regular milk well. Milk contains essential fatty acids which act as powerful anti-aging and wound healing properties, these properties together make it a rich ingredient in skin treatment which further witnessing huge demand from the pharmaceutical industry and skin care.

Tell us about Aadvik Foods, its product portfolio and the type of response you received for each of your categories?

Aadvik Foods is the first leading company to launch, process, market and market the three unique milk alternatives in India: camel milk, goat milk and donkey milk. Continuously adding to its range of superior quality products, it offers 100% natural camel milk powder, camel colostrum, camel ghee, camel milk chocolates, camel milk powder, 100% natural goat cheese and donkey milk powder. We are also focused on creating a skin care line with Camel’s Milk, Goat’s Milk and Donkey’s Milk.

The brand was created with the knowledge that camel milk has superior health benefits that surpass all other dairy alternatives on the market. In addition to providing customers with quality camel milk products, Aadvik Foods also focuses on maintaining the camel population in the country. As an indigenous brand, it deals directly with camel and goat herders in Rajasthan and Gujarat to source their raw material and provide them with sustainable livelihoods.

People slowly but surely got used to camel and goat milk which gave us as a brand the confidence to launch more and more value added products.

Hitesh Rathi and Shrey Kumar

Considering its perishable nature and shelf life, how do you ensure quality control during logistics?

We use freeze-drying technology to convert liquid milk into powder. Freeze-drying technology helps to increase its shelf life while retaining the nutrients in these types of milk.

Lyophilization, also known as lyophilization, is a process by which a small amount of product is frozen and then placed under vacuum, which keeps everything. This seems like the perfect method, as it even allows you to travel with it, without any hassle. With more benefits, it can be said that it is completely safe for consumption. In addition, it is lightweight, contains no preservatives, the majority of the nutritional value is retained by the method, and there is no need for energy or electricity to consume it.

We are the first company in India to use freeze drying technology to make powdered milk for their benefit. Our products are freeze-dried to guarantee the quality of our products. Freeze-drying ensures that the minerals, nutrients and quality of the powdered milk remain unchanged.

You recently launched camel milk chocolates, which is quite niche; what response have you received from consumers?

We recently launched our Camel Milk Chocolates made with 100% natural and premium ingredients. It is made from rich camel milk, khandsari sugar (unrefined organic raw sugar) and premium cocoa beans from Iduki, Kerala. What sets our chocolates apart from others is that we have not used any additives or preservatives when making our chocolates. While most brands use vegetable oils in our chocolates, we have used pure cocoa butter to bring out this smooth texture.

Aadvik camel milk chocolates are available in three different variations: classic, toasted almonds and coffee. The response on the chocolates has been overwhelming and people are eager to try it out of curiosity, but when they taste it they feel good about the balanced sweetness with a bit of saltiness and the creamy texture.

Do you intend to offer your products to the HoReCa segment?

Since the product is quite specialized, we plan to target international 5-star hotel chains first with camel milk chocolates and then with RTD sachets of camel milk.

From luxury chocolates to ice creams to cappuccinos, camel milk offers a unique flavor and authentic taste. A well-traveled audience might see it as a regular ingredient on the menus of cafes and restaurants in cities across the UAE and we are eager to create a similar space in India for camel milk products.

We also plan to collaborate with coffee chains to develop interesting products with Camel Milk & Coffee – the combination is famous as the link between Joey & Chandler.

Tell us about your social media marketing strategies?

The key to success on social media is creating regular content and building community. Our goal is to educate people about lifestyle-related illnesses and how healthy eating habits can help them reverse or manage these lifestyle issues.

Recently, with the launch of Camel Milk Chocolate, we are focusing on creating the #TheGoodChocolate campaign on our social networks like Instagram, YouTube, LinkedIn and Facebook. We did aggressive influencer marketing by engaging with 2 category A influencers, 20 macro and 300 micro influencers.

As Tier II and III cities become the big markets, tell us about your branding strategy to reach those markets?

We are targeting level II cities (Jaipur, Jaisalmer, Patna, Udaipur, etc.) as well as through online channels, whether they are giants like amazon or new hyper local delivery startups.

How has 2021 been for your brand in terms of growth and turnover and what are your expectations for 2022?

Until 2019, Aadvik Foods only had one category – Camel milk, after which we introduced goat milk in 2020 and donkey milk in 2021. Even after the launch of the other categories, today hui, camel milk contributes 80% of the commercial value. The Camel Milk category takes the bulk of the revenue from 8 Cr with 6.5 Cr. From 4.5 Cr in 2019 to more than 9 cr in 2021 in turnover, Aadvik has experienced steady growth despite the pandemic. Currently, the company receives more than 400 orders for camel milk and other milk-based products every day.

Even though the sudden outbreak of the COVID-19 pandemic in 2020 disrupted the production and supply of milk, we have seen a 50% increase in sales (online + offline) of our branded products as many more and more consumers were adopting healthier diets.

Aadvik has also seen an increase in online presence from 5 online platforms to over 15 today, such as Healthkart, 1mg, CoraHealth, Smytten, etc. We were already listed with major platforms like Amazon and Flipkart after which we started to focus on the platforms which deal with products related to the health category.

In addition, we aim to double our offline presence by 2022. Due to the pandemic, the growth of online presence has increased relative to offline presence, but we are nevertheless looking forward to launching our new range of consumer products like Chocolates & Skincare at offline stores soon when things get better. We have been a bootstrap business from the start and have been profitable in the first year by keeping operations tight. But now, to accelerate the growth to 100% and execute the plans offline, we will be looking for strategic investors.

After the launch of camel, goat and donkey milk, where do you see your brand in the next 3 years?

We believe that goat’s milk has huge potential similar to camel’s milk and it will be another growth engine for us. 65% of the world’s population drink goat’s milk and we’ve already discussed the gut-related benefits of this magical creamy potion. With more and more people having intestinal issues with existing dairy products, it is a growing market daily.

In addition to the basic basics, we will also largely focus on the value-added FMCG products such as chocolates, ice cream, cheese and the unique milk based skin care line. We also aim to expand our reach to both online and offline locations.

Our goal is to reach an annual turnover of Rs. 100 Cr by 2025.

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