In Gurgaon,an IIM graduate turns milkman

Recounting the journey,Chakradhar said the venture began about a year-and-half ago. “The milk sector consisted of traditional cooperatives and the gwala (milkman). We went door-to-door from Sohna to Sector 31,55-56 and DLF to conduct a survey,during which we found that our target customers were willing to test and pay for something new,but reliable. A lot of residents complained of adulterated or diluted milk. But,they said they had no choice but to consume the ‘adulterated’ milk,most of which was either reconstituted (made from milk powder) or had a higher percentage of water added to the contents before it reached the consumers.”

After studying the market and the milk sector for over six months,Chakradhar concluded that organised supply of milk would be an ideal way to begin his business.

To get the initiative going,he tied up with five large-scale farmers,who only provide milk. “This way we can keep a check on the quality”,Chakradhar said.

And along with the bill,the customers are sent requests for feedback.

Chakradha said farmers supplied them milk from breeds such as Holstein Friesian,Jersey and Sahiwal cows. Once the milk reaches the distribution centre,it is pasteurised and tested for quality. It is then packaged and delivered to the customers.

In case customers need extra milk,they can call up a hotline and order as much as 10 litres.

However,the journey has been a challenging one,says Chakradhar. Along with apprehension about his idea would click,there were financial constraints to think of,he says.

But,Chakradhar said his family stood behind him like a rock. “I got some money from my family. My wife,also an IIM graduate,helped with the marketing aspect,” he said.

Asked about the road ahead,Chakradhar said the plan was to expand to other milk products and also supply to customers in Mumbai.