Entrepreneur's Food Brand Empowers Village Women, Earns ₹2 Cr In FY24

Rishikesh-based Hariom Nautiyal, 44, was earning more than Rs. 1 lakh while working in Bangalore in the IT sector and doing freelance work after his 9-to-5 office hours. He was living what he described as a 'lavish' life in Bangalore. However, he felt a sense of emptiness.

"Since I had always planned to start a business, I began to feel that I was working harder but earning less in my job. Moreover, I wanted to do something that would make a real impact on others' lives," Hariom said during an exclusive conversation with Startup Pedia.

In 2009, he left his city life and returned to his native place to figure out his next steps while continuing his freelance work. After speaking with many farmers and other locals, he realized he should start selling milk and expand his business to include various other products.

Thus, in 2014, he launched his food brand, Dhanya Dhenu, based in Rishikesh. 

1-10 Journey of Dhanya Dhenu:

Hariom invested around Rs. 10-15 lakh to set up a shed for the animals, purchase 10-12 cows, and start selling milk. Starting with his savings, he also sought financial help from the government under various agricultural business schemes, which provided 50-80% subsidies on loans. 

However, since it was a new venture for him, selling milk and building a customer base proved challenging, no matter how hard he tried.

"I would wake up at 2 in the morning to milk the cows and take care of them. Since people were already buying milk from others, I had a hard time selling mine. I would earn just Rs. 9 per day in profit," said the employee-turned-entrepreneur.

He added that he even began giving away milk for free because production was high, but demand was low. Gradually, his milk business picked up, and he began diversifying into pure and organic dairy products, including milk, ghee, buttermilk, poultry farming, pickle production, and ice cream manufacturing, ensuring that all products adhered to organic and sustainable practices.

The dairy sector is the cornerstone of Dhanya Dhenu. They offer milk at Rs. 65 per litre, which they purchase directly from farmers and the Self Help Group (SHGs women). Other dairy products include paneer and mawa, both sold at Rs. 500 per kilogram. The dairy sector alone generates daily profits of Rs. 3000-4000.

Dhanya Dhenu raises both broiler chickens and hens for egg production, with around 2000 broiler chickens and 1500-2000 hens, ensuring a steady supply of poultry products to the market.

Leveraging the abundant vegetables and fruits in the village, Dhanya Dhenu, with the help of local women's self-help groups, produces 23 types of pickles. These pickles have gained popularity for their unique flavours and organic ingredients.

Dhanya Dhenu manufactures 33 varieties of ice cream, all made from organic ingredients. Despite challenges during the COVID-19 pandemic, the ice cream sector has become a significant part of their business.

The foodtech initially sold its organic products locally within the village. As the business grew, the brand expanded its market reach to Dehradun, the capital city of Uttarakhand, where it could charge higher prices for its milk and other products. 

"This strategic move allowed us to tap into a larger market and significantly increase the brand's revenue," Hariom told Startup Pedia.

The brand uses both traditional and modern marketing techniques to reach its customers. Hariom utilized the marketing skills he had acquired from his previous job to promote Dhanya Dhenu without incurring significant costs. They rely on word-of-mouth, community support, and social media to spread awareness about their products.

Dhanya Dhenu's products are also sold through partnerships with major e-commerce platforms like Amazon and Flipkart, allowing them to reach customers across India and even abroad. Most dairy products are sold within a 200-kilometer radius of Rishikesh, while pickles are sold throughout India.

"Customers are very valuable to me as they enable me to run my business, which is why I am always available for them. My contact number is mentioned everywhere, from the brand's packaging to our website," said the founder of Dhanya Dhenu while speaking to Startup Pedia.

Apart from dairy products and pickles, Hariom also provides printing services to schools, colleges, and villagers.

Revenue of the Brand:

Dhanya Dhenu's financial journey was a modest start. Early on, daily profits were as low as Rs. 9, with significant challenges in selling milk due to competition. However, strategic marketing and community support gradually improved the financial outlook.

Participation in trade fairs in 2019 marked a turning point, significantly boosting revenue and market presence.

"In 2018-19, we crossed the revenue of Rs. 1 crore, which was a huge boost," said the Rishikesh-based entrepreneur during the conversation with Startup Pedia.

"Daily profits from dairy products alone are around Rs. 4000. The brand is generating an annual profit of Rs. 40-50 lakh, which makes the annual revenue approximately Rs. 2 crore," the founder told Startup Pedia.

The Impact on the Ground:

Initially, when Hariom left his job and entered cattle farming for dairy products, villagers and even relatives taunted him for leaving a successful career in Bangalore to do what they considered undervalued work.

"Why did you study and spend so much money on your parents on education if you were going to end up doing animal grazing?" relatives and villagers would ask. "They thought I was setting a bad example for their children," added the founder.

However, things have changed gradually. Now, he is an inspiration for his villagers and youth.

As Hariom wanted to impact people's lives, apart from earning money, he has achieved that goal. So far, he has involved around 500 SHGs women in making pickles and supplying milk to Dhanya Dhenu, significantly increasing their revenue.

"These women are earning me Rs. 300-400 daily by making pickles. Additionally, they supply milk, for which I pay Rs. 40-45 per litre, adding to their overall income," claimed Hariom while speaking with Startup Pedia.

Vision and Mission:

Hariom has changed villagers' perception, showing that an educated person can achieve great success and earn substantial money while staying in the village. He now provides youth training and aims to enter the education sector by opening a degree college and offering high-quality education at affordable rates. This initiative aims to provide better educational opportunities for local students. 

The business plans to shift to solar electricity, which will eventually reduce the overall business costs by lowering electricity bills. This initiative supports environmental sustainability and provides an additional revenue stream.

"Village youth often want to move to big cities for better opportunities. But I believe they can earn a decent living while making a significant impact in their villages by using their education and skills," concludes Hariom, the founder of Dhanya Dhenu, at the end of his conversation with Startup Pedia.