When a goat’s milk turned out more useful in improving the health of Eknoor and Mannat Singh’s family, they decided to share it with their neighbors. Soon, they recognize the business potential of selling goat milk.
| Startup Name | India Goat Milk Farm |
| Founders | Mannat and Eknoor Mehmi |
| Industry | Animal Husbandry |
| Headquarters/based-in | Patiala, Punjab, India |
| Idea | To sell high-quality goat milk at reasonable rates and raise awareness about its benefits. |
| Revenue | Not much information is available. |
| Date of Commencement | 2020 |
| Investments | Rs 20,000 (bootstrapped) |
The Problem: Why Does This Matter?
Moreover, the goat milk available in the market is too expensive and its quality is not assured. This is the reason many people are still unsure and unaware of the numerous health benefits of goat milk. 4 years ago, when Mannat was diagnosed with jaundice, an elderly person suggested goat milk for speedy recovery. But this cost them Rs 20,000 for a single goat.
The Solution: The Indian Goat Milk Farm
Mannat and Eknoor Mehmi, 2 teenagers from Bahadurgarh (20 km southwest of Patiala, Punjab) turned their family requirements into a flourishing business, India Goat Milk Farm in 2020.
When her father, Harbhajan Singh, brought the goat, the girls were excited about getting a pet. They always wanted to have a pet dog or cat (just like every kid), but they were more than happy with the goat.
Quick Fact: Goat milk has immunomodulatory and antioxidant effects, it has anti-inflammatory, anticancer, and antimicrobial properties, plus it manages allergies. People suffering from dengue or jaundice are mostly suggested to consume goat milk; for its rich nutrients (vitamins, minerals, and proteins) and easy-to-digest qualities.
Business Model: How Do They Make Money?
People living nearby started coming for goat milk after hearing about their health benefits. Initially, the Singh family was giving the milk for free. Soon, the girls recognized the potential of the growing demand for goat milk. The effective and strategic product pricing is the key factor of their success; they charge less than the market.
The goat milk available in the market is expensive and has no guarantee of being pure: Chandigarh (Rs 500), Bengaluru (Rs 600), Pune (Rs 900).
But the Singh family started selling high-quality goat milk at just Rs 400/liter. It served as the foundation seam for the business by building a loyal customer base. Moreover, during the dengue season, the demand are even more, leading to more customers.
The Indian Goat Milk Farm had goats of Indian breeds and crossbreeds. But with growing experience, the Singh sisters decided to specialize in the farm by opting for Saanen goats from Switzerland. These goats are world-famous for their high milk production. They added 5 Saanen goats to the herd and now they have 60 of them. Moreover, the herd also has some Alpine goats.
They engage with local customers through social media, collaboration with local doctors, and door-to-door sales. Additionally, the farm The Indian Goat Milk Farm produces other goat milk products like paneer (cottage cheese) and ghee.
Challenges/Struggles: What Roadblocks Are They Facing?
The family started a small setup but during the COVID-19 lockdown, they decided to use their 600 yards of idle land to set up a farm. Initially, they had bamboo-based structures but soon their goats started dying.
They were unaware of the ideal temperature (min 25° C to not more than 35° C) to be maintained for the animals shed. The mortality rate was high in the 1st year.
Eventually, they learned what and how to maintain things for their animals to keep them healthy and safe in all seasons. The latter-built shed was of concrete providing stable shelter for the animals.
They are growing specialized plants (moringa) for the goats. Girls also ensure that these plants are fertilizers-free and only use goat droppings as manure due to its high nitrogen content. Moreover, every family member has divided the work to be done for the startup, so that everything runs smoothly.
Future Vision: What’s Next?
In 2022, Mannat and Eknoor Singh have also won the first Future Tycoons Startup Challenge and a cash price of Rs 51k.
Key Takeaways: Why Should Users Care?
From teenage girls, we can learn how to see hope in adversities. Also, we should look for the reasons in case we face failures in our work, just as the goat mortality rate was high during the 1st year of their startup. Also, sharing is caring, which is what these girls took seriously and worked on by sharing information and raising awareness.
Picture Credits: Village Square,
