CEO Insights India

Organic dairy products are getting increasing attention in India owing to the rising health consciousness among consumers regarding the consumption of regular milk. Organic and natural milk is free of antibiotics and other chemicals and has higher nutritional content. Driven by these health benefits of organic milk and with the vision of offering farm fresh & pure dairy products, Rahul Kapur established Milk and Meadows in the year 2019. Ever since then he has been spreading goodness from farm to community, in both rural and urban. Started as a small family initiative, Rahul’s dairy farm has grown abundantly in the last three years with the increasing needs and demands of people for better food. The brand is the epitome of sustainability and is known for its healthy cows, happy workers, and strong communities. Apart from being the CEO of Milk and Meadows, Rahul is also the co-owner of Alila Fort Bishangarh on the Jaipur Delhi Highway and owns four restaurants in Mumbai. Under his leadership, Milk and Meadows aspire to introduce more pure, healthy, and nutritious milk and dairy products in the coming years. Let’s hear it from him.

Why was Jaipur chosen to be the breeding ground of your company? How has the place favored you so far in your operations?
I was born and brought up in Jaipur and that has been my primary reason to start my venture here. Also, Jaipur is in a phase of transition and at the same time continues to remain conventional in many respects and I believe personal connections are vital for doing any kind of business. Our community in Jaipur is discerning in matters of tradition and quality and has been an integral reason for spreading the message of goodness through Milk and Meadows.

What makes Milk and Meadows a unique organization?

I feel proud to say that we are a brand that is associated with purity, sustainability, and efficiency. There is no compromise made on the quality of our products. We operate with a simple mantra of reviving traditions and practicing a slow manual process to create our products mindfully without any additives stabilizers, or preservatives. Even our green fodder is grown for cattle feed with our vermi compost which is made inhouse and is pesticide free.

What makes Milk and Meadows a unique organization?
I feel proud to say that we are a brand that is associated with purity, sustainability, and efficiency. There is no compromise made on the quality of our products. We operate with a simple mantra of reviving traditions and practicing a slow manual process to create our products mindfully without any additives stabilizers, or preservatives. Even our green fodder is grown for cattle feed with our vermi compost which is made inhouse and is pesticide free.

Tell us about your flagship offerings and what value additions can customers expect from your products.
Our flagship offering is pure A2 milk from GIR cows. We make bilona ghee, lassi, chaach, paneer, a few types of cheese, white bilona makkhan butter, and four flavors of artisan white butter. Recently we have introduced fresh cold coffees in two special signature flavors. We use milk from our cows to make all these products which are delivered fresh every day to our customers. We also offer Full Moon Ghee which is a very special product. We provide to our customers the advantage of getting fresh & pure dairy products every single day.

Could you reflect on some of the toughest challenges you have encountered in your journey so far? How did you overcome them and what did you learn from them?

There have been many challenges but getting people to understand the pricing of our products and the importance of purity in a simple product like milk which is essential in almost every household daily are two of the toughest challenges. We meet customers and participate in various farmer's markets and exhibitions to create awareness. At the end of the day, it is about altering perspectives. The difference in their monthly budget will add up to the cost of a single person's meal at a midrange restaurant.

Going forward, what are the changes in market behavior that you anticipate, and what are the opportunities that you foresee?
With free access to infinite information, today’s consumers are extremely aware and the market is gradually recognizing the increase in demand for healthier, purer products. Traceability will play an important role in this segment. The tide is slowly turning and for startup brands like us who are unwilling to compromise, patience and perseverance will pay off eventually.

In light of your strong experience within the industry, what advice would you give to the upcoming industry leaders?
The most important advice to upcoming business leaders would be to educate customers, spread awareness of the benefits of the products, and be transparent in business practices. And throughout the journey focus on being committed and patient at every step of the way.

Rahul Kapur, CEO, Milk and Meadows
Having a Bachelor’s in Commerce from Mayo College, Ajmer, Rahul has long experience in the hospitality industry and is now making a benchmark in the organic food industry with the establishment of Milk and Meadows.

Hobbies: Playing Golf & Traveling
Favorite Cuisine: Indian
Favorite Book: The Land of Seven Rivers by Sanjeev Sanyal
Favorite Travel Destination: Rajasthan