- 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
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
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.
- Strengthening cold chain network
Our supply chain into the neighbouring cities of Bengal, Chhattisgarh and Jharkhand, is now being strengthened significantly with a fleet of refrigerated vans to reach many happier consumers all over!
- Launch Dahi 1Kg Super Value Pack
On the occasion of World Milk day, we introduced Milky Moo Truly Good Thick and Fresh Dahi in a Super Value pack of 1Kg.
- Milk Mantra spurs White Revolution with “Swachh Doodh Abhiyaan”
With its commitment to provide Truly Pure Milky Moo dairy products to its consumers, Milk Mantra launched the “Swachh Doodh Abhiyaan” where 15,000 stainless steel cans will be given to farmers of its Ethical Milk Sourcing network for clean milk production.
- Milky Moo East Zone Feeder Tour
Milk Mantra synergised with the Indian Golf Union, as the presenting sponsor for the East Zone Feeder & Junior Tour to promote Golf as a sport among the youngsters. The tour was held across Golmuri Golf Club, Jamshedpur, RCGC and Tollygunge Golf clubs, Kolkata and Bhubaneswar Golf Club.
- Champions of Change
Milk Mantra was recognised by the Prime Minister’s office and NITI Aayog to be a Champion of Change and participate in an incredible dialogue for transforming India by 2022. Milk Mantra’s founder and MD, Srikumar Misra was a part of a selected group of entrepreneurs who interacted with Cabinet Ministers and the Prime Minister Sri Narendra Modi, on how to Transform India into an inclusive, high growth nation and address the key issues.
- Milky Moo Super launched.
Focusing on providing superior nutrition, we launched the thicket and creamiest milk of Odisha - Milky Moo Super - fortified with added Vitamin A and D and 4.2% fat. Srikumar Mishra, Founder and MD of Milk Mantra along with superstar of Odia film industry Anubhav Mohanty, launched Milky Moo Super in an engaging chat show on envisioning a Superfit Odisha, in their mission for nutrition.
- Milk Mantra Initiates Financial Empowerment for Farmers in Western Odisha
At an event, ‘Economic Empowerment, making a Superfit Odisha’ was organized by the company at its Hatibari Plant in Sambalpur where hundreds of Group Associates and farmers were trained about quality and profitable dairying.
- Milky Moo Tennis Championship brings back The Sporting Glory of Odisha
Milk Mantra in association with CDTA &AITA organized the ‘Milky Moo Championship’ for under 14 boys and girls at MOO COURTS, Barabati Stadium Cuttack where about 80 young players from 9 states of India participated. With a focus on Nutrition & Health, Milk Mantra is actively building a sports platform which will make adults and children aware of the nutritional quality of foods they consume. A tennis tournament of this scale is being organised in Cuttack by CDTA with the help of Milk Mantra after 25 years
- British High Commissioner to India visits Milk Mantra’s corporate office
On a state visit to Bhubaneswar for the 'Commonwealth Lunch’, the British High Commissioner to India, Sir Dominic Asquith along with his wife and the Deputy High Commissioner Mr. Bruce Bucknell visited the Milk Mantra office. Over an engaging conversation with Srikumar Misra, Sir Dominic Asquith was keen to understand the genesis and evolution of the company and the impact of Milky Moo on the consumers and the rural farmers in eastern India. They had a chat about the future of dairy, nutrition and impact while he sampled some of the tasty & healthy products.
- Milky Moo Championship East Zone feeder & Sub Junior Tour launched in Kolkata
The Milky Moo East Zone Junior Golf Championship in association with the Indian Golf Union flagged off from the iconic Royal Calcutta Golf Club in Kolkata. The tour will be held at Jamshedpur Kolkata, Bhubaneswar & Shillong.
- Forbes India features Milk Mantra
Milk Mantra was featured in Forbes for creating a mass premium brand, pulling farmers out of poverty and doing all this ethically. Featuring our Founder, SrikumarMisra who reflected the 1000 strong MooTeam.
- Milk Mantra on the Wall Street Journal
The Wall Street Journal featured Milk Mantra's journey of bringing in new age thinking to the age old $50 Billion dairy sector in India.
- Milky Moo in Jharkhand
Milk Mantra launched its Milky Moo Truly Pure Vitamin Milk in Jharkhand. In a noble gesture, Milky Moo Vitamin Milk, was first distributed among the special children at the Cheshire Homes by SrikumarMisra, Founder & CEO of the company and Swayam Prakash Misra.
- Milk Mantra declares digital payment for dairy farmers
As part of its Ethical Sourcing Milk Mantra started the winds of change in rural Odisha by enabling digital financial services (DFS) for its Happy Farmers through digital payment directly into their bank accounts, by collaborating with Intellecap, Airtel Payment Bank and USAID, as part of its efforts to empower rural communities of dairy farmers.
- No More Boiling in Jharkhand!
TVC and mass media campaign across Jharkhand on the core Milky Moo proposition of “No More Boiling”
- #MangilaTaMiliba Campaign (#YouHaveToAskForMilkyMoo)
Launched TVC and mass media campaign of "Magile Ta Miliba” (only if you ask will you get Milky Moo) establishing that Milky Moo is directly sourced from farmers and is free from all adulterants.
- Milk Mantra launches Chhenapodá! … and gets it’s own Sand Art
On the occasion of National Milk Day, marking the birth anniversary of Dr.VergheseKurien, Milk Mantra entered the Dairy Dessert category by launching Odisha’s quintessential cheesecake, Chhenapodá. It is the first hygienically packaged long life Chhenapodá which will enable the traditional sweet to reach further. Renowned sand artist PadmashreeSudarsanPattnaik made an exclusive Sand Art to showcase amalgamation of best-in-class art and food innovation from Odisha.
- Attaining Mooksha
We embarked on a major transformation initiative at Milk Mantra to implement SAP. Moo’ksha is our ERP implementation project of SAP S/4 Hana
- DFID UK and our ‘Happy Farmers’
The Department of International Development, (DFID) UK, have parteneredwith us in our “happy farmers” program - our flagship program since 2011 - to train farmers on the best dairy practices, cattle management and clean milk production which would significantly better the quality of milk, and impact their lives by increasing their income levels
- Milky Moo Championship Season#3
The third season of the Milky Moo East Zone Junior Golf Championship, in association with the Indian Golf Union, was conducted at Kolkata. Focusing on nutrition & health, we aimed to make the kids and adults realize the role of pure food on their holistic development.
- Facing the worst cyclone in recent memory – Fani
On May 3rd, we were in the eye of the worst cyclone ever, when cyclone Fani hit Odisha, damaging infrastructure and disrupting operations, across our core operating areas of Puri and Bhubaneswar. With detailed planning and commitment of our Moo team, we were able to bounce back and restore limited operations within 48 hrs. We were committed to our vision, to help our communities - from distributing essential foods immediately & solar lamps, providing monetary aid for rebuilding houses, to supporting disaster management teams & affected homes of our employees.
- Milk Mantra awarded as Laureate of McNulty Prize !
Milk Mantra and SrikumarMisra have been awarded as laureate of the prestigious McNulty Prize. The award was decided by a high profile jury and given by former secretary of state Madeleine Albright at Aspen, Colorado, USA.
- Our Founder writes in Forbes India "There's some dung around. Solving the dairy value chain problem."
SrikumarMisra writes on the Indian dairy market, the RCEP, skyrocketing SMP prices and on solving the disincentivization to farmers due to lopsided incentives that have caused disproportionate growth in dairy farming in states like Gujarat at the cost of farmers in other parts of the country.
- Case Study on Milk Mantra titled "Practising Conscious Capitalism"
Our work was covered as part of a unique collection of contemporary case studies, charting exciting journeys matching purpose & profit. The book showcases the emergence of an entrepreneurial route to solve India’s deep-rooted agri value chain.
- Farmer Payment Cycle reduced from 10 days to 5!
Backed with a tech backbone; strengthening our core ethical sourcing network, we took a major step in Nov'19 by reducing the payment cycle to farmers, from 10 days to just 5 days - perhaps the first dairy co to have taken this bold step which will go a long way in incentivizing farmers to ensure they adhere to 100% purity of milk & cattle care and make dairy a significant contributor to their income
- Milky Moo Tennis Championship season #2
Establishing sports as a platform to promote a healthy way of living, we had the 2nd season of the Milky Moo Tennis Championship, at the Moo Courts, CDTA Cuttack. Several enthusiastic kids participated from Odisha, Kolkata, Telengana and Andhra Pradesh.
- Moovelous Recognitions
We were thrilled to be #2 India Honoree in the list of Most Innovative Companies 2020 by New York based Fast Company. We were also the leading premium food startup to be featured in India’s Growth Champions 2020 by The Economic Times & Statista.com. It’s a recognition of our DNA of unconventional innovation - from purpose in our inception to systems thinking in our ethical sourcing.
- The Prime Minister's round-table
In January, Founder & CEO, SrikumarMisra was invited to be a part of Prime Minister, Shri Narendra Modi’s round table meeting with experts & economists ahead of budget 2020. He shared his views on the economic challenges - the need to address distorted incentive policy framework to spur entrepreneurial thought & investment in the dairy sector (and other agri-foods too) doubling farmers’ income faster and spurring rural consumption demand.
- The New Delhi Pilot of our favourite dairy dessert ChhenaPoda
Milky Moo Chhenapoda – our traditional cheesecake - was piloted in Delhi NCR region, in modern trade and e-commerce channels. Consumers loved it and we received such a fabulous response that Chhenapoda went stock out in just two weeks!
- When the times get tough, the tough get Mooing – Covid19
Staying ahead in planning for Covid19, MooTeam has quickly put in protocols for keeping everyone safe - starting from farmer collection points, processing plants, logistics, front line sales and DailyMoo team. It takes an army of people to keep the milk supply chain going and serving our community.
- US DFC - a financial partner of Milk Mantra
Milk Mantra raised an exciting round of funding from US DFC for scaling up & executing geographic expansion plans, building an awesome challenger brand and a digital financial services platform for our ethical sourcing network. This funding marks an important phase of our startup that has now reached a stage of sustainable and strong cash flows that has the ability to access not just equity funding, but also different layers of debt funding.
- Odisha's quintessential dessert with a twist!
Making products matching local cuisine and traditional taste, are difficult subjects for large national or multi-national corporations, most of whom make mass products which can be sold profitably in most geographies. But with innovation at our core, the MooTeam developed Chocolate Chhenapoda - Odisha's quintessential dessert Chhenapoda, with a unique chocolatey variation. And it received immense love from the consumers and created a buzz in social media garnering around 10000 likes across platforms.
- India's Growth Champion
Growing sustainably and organically over the last 3 years, Milk Mantra continues to drive purpose-driven growth and profitability in the current financial year, too. Milk Mantra is a part of the third edition of 'India's Growth Champions' by The Economic Times and Statista- an initiative that underlines the gold standard for growth and excellence.
- Fortune India features Milk Mantra
Fortune India featured Milk Mantra’s unique model of building a functionally innovative brand and purpose-led sustainable business, innovating and owning the whole complex value chain with a highly motivated team, making it one of the very few disruptive consumer food brands in the country.
- Milky Moo Ghee made from A2 Milk
We launched Milky Moo Ghee made from A2 Milk- rich, aromatic and highly nutritious, sourced from ‘desi’ cows, prepared in the traditional homestyle technique— giving it the wholesome flavor of pure desi gua ghee.