While cow milk is ubiquitous, camel milk and goat milk are slowly gaining momentum in the market. But have you heard of donkey milk? With its many advantages, donkey milk is rapidly gaining popularity. Aadvik Foods, the first to introduce it in India, has created a stir in the market!
They were recently featured on Shark Tank India Season 2, episode 43 where they introduced themselves as the first non-bovine milk producers in the market. They were the first ones to start the camel milk business, which began 7 ½ years ago. They also ventured into the goat milk industry around 3 ½ years ago. They have recently introduced another type of milk- donkey milk, stating that it suits their vision of non-bovine milk.
“The milk of each species is different, coming with its own unique properties. When it comes to donkey milk it is closest to breastmilk. It is slightly sweeter in taste; most people use it for cosmetics. It is rich in vitamins as well,” said Hitesh Rathi who hails from Rajasthan. His co-founder is Shrey Kumar from Delhi.
“We are directly connected to farmers and source our milk from them. Our donkey milk is exported as well. This is medicinal milk, non-bovine milk is very helpful for people with lactose intolerance.” Said Rathi.
The firm generated, 4.4 crore rupees in 17–18, 4.2 crore rupees in 18–19, 6 crore rupees in 19–20, 9 crore rupees in 20–21, and 7.2 crore rupees in 21–22. They make 50 lakh rupees in sales each month. They are entirely self-funded, until their foray into Shark Tank, where they received 15 lakhs for 1.5% equity and 45 lakh debt at 12% from Shark Amit Jain.
Talking about the audience reception following the airing of the episode, he stated, “The awareness about camel milk has increased among people. Demand has not yet changed, and we do not expect drastic changes as well. It is a slow process keeping in mind the pricing of our product.”
Aadvik primarily targets people who cannot consume bovine milk or people who can benefit from the added properties of non-bovine milk. Camel milk, they claim, is beneficial for autism, diabetes, height growth, and lactose intolerance. While goat milk is predominantly used for digestion and is considered good for children.
When asked if they would consider bringing vegan products into the market, Rathi said, “Our primary focus is creating a market for non-bovine dairy products. Sometime in the future, we may venture into it. But at present, animal milk is our sole focus.”
