Guest lecture on Start Up by Our Alumnus
Srikanth Thokkalam, an alumnus of 2014-16 batch, a partner at a Start Up which markets bottled farm fresh cow milk, branded as “Binsar Farms Creamery” delivered a lecture to first year PGDM students on 13th July. His experience of marketing a commodity for a startup was a real life case study for the students to understand the concepts of Marketing. His lecture inspired the new batch to dream about entrepreneurship as a career at the end of their PGDM programme.
The start up’s motto is to form a pool of dedicated dairy farmers who can promote the cause of providing unadulterated milk to the society. Spread across a sprawling area of 10 acres, every process ranging from milking the cows till filling the chilled milk in glass bottles is executed at Binsar Farm at Delhi – Sonepat border with state-of-art technology to avoid any sort of adulteration.
“The government norms permit bacteria in milk up to 3 lakh per ml, but in this milk, the bacteria level is only around 70-80 thousand per centimeter which makes the milk extremely safe and healthy to drink”.
Their marketing strategy is based on need gap identified in the market for fresh hygienic cow milk. Seeing this as an opportunity, they differentiated their offering by reducing the time gap between the production and delivery of milk to just 3 hours. It targets health conscious segment of the society, especially those who are aware of the health issues related to milk and are ready to pay a premium for the same thus elaborating on the concept of niche marketing. Milk is provided in sterilized glass bottles which has a long life for repeated use. This strategy, apart from stressing on the hygiene also helps in contributing to CSR initiative as it reduces the usage of plastic.
The concept of supplying fresh and pure cow milk in hygienic bottles to consumers when there are large players marketing undifferentiated polypack milk in the market is a great idea to make a mark in the industry. The strategy to be strong niche player in milk industry is a move in the right direction and Srikanth is gradually increasing his footprints in different parts of NCR after consolidating his base in Dwarka and Patparganj in Delhi and Indirapuram in Ghaziabad.