An organic white revolution

For Chef Sudhish Kumar Pande, consultant to the Oberoi Group and committee member of Chef's Connect, organic milk produced by the Bandra-based Doctor Moo was a welcome change. "My wife is a pure vegetarian and this milk tasted like fresh cow's milk. It tastes good and is tamper-proof, which is its USP," he tells dna.

Doctor Moo is the brainchild of Anmol Trikannad and Rahul Jain, who found varied levels of milk adulteration while researching on the quality of milk distributed in India. While studying at the Indian School of Business, Hyderabad, both Jain and Trikannad, who currently reside in Andheri and Bandra respectively, came up with the business plan. "I spent a number of years growing up in New Zealand where the milk is rich. Rahul, too, spent a number of years abroad and noticed difference in quality and taste of milk. That was the birth of Doctor Moo," says Trikannad.

The business model is simple: the milk is manufactured in an organic farm in Kolhapur. Every evening at 4.30 pm, delivery trucks leave for Mumbai and reach the Navi Mumbai toll naka at around midnight. From here, the distributors deliver the milk. Currently, Doctor Moo caters to SoBo, the western suburbs and Navi Mumbai. When asked how different it is from regular packet milk, Jain says that Doctor Moo is distributed in packets with a tamper-proof blue seal. "In case somebody tries to adulterate the milk, the blue seal dissolves and the consumer knows that the milk is doctored."

The duo is now looking to expand their base. "It's going to be a tough journey, but so far we have received a lot of positive feedback. The future looks good," they conclude.