- Inception of Milk Mantra
Founded in August 2009, it took 18 months to raise funding for Milk Mantra from 22 Angel investors located worldwide and Aavishkaar Venture Capital.
- Commissioning of Moo Factory – Gop
The state-of-the-art plant at Gop was started in January, and commissioned within 9 months – a record of sorts!
- Starting of EMS
Our acclaimed Ethical Milk Sourcing programme, “ Happy Farmers = Happy Cows = Best Milk!” was started in April 2011 in two villages in Puri District. Our initial collection was 91 litres of pure milk as against our target of 500 litres.
- Invention of TRIPAK
After a year of research, in June 2011, Sri developed the unique 3 layer ‘Tripak’ packaging with a black inner layer that prevents light damage to milk and keeps milk fresh for longer.
- No More Boiling!
A distinct brand proposition, “No More Boiling”, was crafted for the engaging & challenger Milky Moo brand.
- Launch of Milky Moo Milk and Paneer
In January 2012 Truly Pure Milky Moo fresh milk and preservative free long life Milky Moo Paneer was launched in Bhubaneswar. With a first of its kind Direct to Home milk delivery, Milky Moo reached 1500 households on the day of its launch. With a challenger marketing approach the premium milk created significant buzz and word of mouth recommendations to be loved by all the consumers of Milky Moo.
- Moo in Kolkata!
In Oct Milky Moo Soft & Creamy Paneer was launched in Kolkata.
- Impacting 20,000 Farmers
By November 2012, the Ethical Milk Sourcing programme had grown to impact 20,000 network farmers and had collected several thousand litres of pure milk from 500 villages.
- 1st TVC
The quirky TVC for No More Boiling campaign was launched.
- Series B Funding was closed with Aavishkar VC
Series B Funding was closed from Aavishkar VC.
- Milk Mantra on CNBC
Milk Mantra was featured on CNBC Young Turks for fighting the adulteration menace.
- Launched Eastern India’s 1st Probiotic Dahi
Milky Moo Probiotic Dahi launch – the first Probiotic Dahi line in eastern India was commissioned.
Milky Moo Lassi and Buttermilk launched.
- Stanford's Case Study
Stanford Business School did a 3 part case study on Milk Mantra and Aavishkaar on raising VC funding in India.
- Progressive Step in Dairy Developement
The artificial insemination programme to improve dairy development in the state was started under the ethical milk sourcing programme in February.
- Successful Series C Funding!
In June, we raised series C funding of Rs. 80 crores led by blue chip investor Fidelity Growth Partners and participation from Aavishkar VC.
- Acquisition of Westernland Dairy
In December 2014 Milk Mantra acquires Westernland Dairy in Sambalpur – a ’big step for a little company’ which gave it access to Western Odisha, Jharkhand & Chattisgarh markets.
- Financing Our Network Farmers
Milk Mantra signs up with leading banks & financial institutions like SBI, NABARD, IDBI etc for loans and finance for it’s 30,000 network farmers.
- Milk just got Sooper!
After 3 years of product research & testing, MooShake –milkshake with curcumin (the active ingredient of haldi) is launched in Bangalore and marks Milk Mantra’s national foray .
Competing in the functional beverage space, MooShake is launched in Bhubaneswar, Kolkata and Hyderabad.
- Daily dose of Sweetness – Meethi Mishti Dahi
Milky Moo Meeti Mishti Dahi is launched in Eastern India.
- Change to Truly Pure!
A TVC campaign was launched to urge consumers to change to truly pure Milky Moo.
Milk Mantra’s founder and MD, Srikumar Misra was featured in the Fortune India 40 Under 40 list of leaders defining the new economy.
- Dr Raghuram Rajan’s visit at the Moo Factory
On a scheduled visit to the state, the former RBI Governor expressed an interest to visit an entrepreneurial dairy company and meet the entrepreneurs who started it as well as interact with the farmer community and he chose to visit our Moo Factory at Gop!
- Frost & Sullivan’s New Product Launch of the Year
We clinched the 2016 Frost & Sullivan India Health & Wellness – New Product Launch (Fortified Beverages) of the Year Award for MooShake, the world’s first milkshake with curcumin.
- Growing our network farmers to 42,000
Milk Mantra with its Unique Ethical Milk Sourcing program has been ensuring timely & fair payment along with a host of extension services to its network farmers for sustainable dairy development in the state. Starting from 5 farmers in 1 district we now have 42,000 farmers from 8 districts in Odisha in a span of 5yrs as part of our EMS.
- Moo Kholo Kuch Acha Bolo!
Our new ad campaign talked about how Truly Pure food impacts how you think and what you speak! This warm & endearing campaign with the play on “moo” was well received by consumers and we had an overwhelming response to the Radio activations of Moo Kholo Kuch Achha Bolo, which was spread across Outdoor, Print and Radio media.
- Successful Series D funding
Milk Mantra Dairy raised $10 million (Rs 66.5 crore) in its Series D round of funding that was led by Neev Fund and had participation from existing investors Eight Roads Ventures and Aavishkar.
- Milk Mantra expands its sourcing network
After being accepted by more than 42000 farmers in Cuttack, Jagatsinghpur, Bargarh, Bolangir, Sambalpur, Sonpur and Puri districts in the state, Milk Mantra expanded its unique Ethical Milk Sourcing (EMS) network to Kendrapada district establishing a BMC (Bulk Milk Cooler) at Marsaghai. Taking the impact to 10 districts.
- Educating Dairy Farmers with NSDC
a. Milk Mantra along with LabourNet, an NSDC (National Skill Development Corporation) partner took the initiative under the Prime Minister Kaushal Vikash Yojana (PMKVY) to educate dairy farmers on healthy dairy farming practices for enhanced productivity and profitability.
- Functional innovations in the dairy and fruit category
a. Milk Mantra launched two new fruit-dairy product innovations: Milky Moo Litchi Lassi and Milky Moo Aam Dahi. Made from ethically sourced low fat milk, premium yoghurt cultures and real fruit pulp, these products extended the popular Milky Moo range into the trending and evolving fruit yoghurt category.