Dr. Kishore Indukuri, Founder and Managing Director, Sid’s Farm Private Limited, takes us on a journey from the bustling streets of Silicon Valley to the serene fields of Shamshabad.
Dr. Kishore Indukuri’s journey from an accomplished professional in Silicon Valley to the founder of Sid’s Farm is nothing short of inspiring. With a background in technology and a successful stint at Intel Corporation in the USA, Dr. Kishore’s heart yearned for a deeper connection with his roots. Inspired by his farming grandparents, he returned to Hyderabad to establish Sid’s Farm, named after his son, Sidharth. The motivation behind this transition was rooted in a desire to contribute to the nation’s development at the grassroots level.
He shares, “I come from a middle-class family where education is everything. But my heart was drawn to India. Inspired by my grandparents who were into farming, I wanted to pursue my passion for agriculture.”
Promise of Purity
Sid’s Farm emerges as a response to the issue of milk adulteration, making a promise not just to the customers but also to Dr. Kishore’s son, Sidharth.
Dr. Kishore’s passion for agriculture found its focus in addressing the pervasive problem of milk adulteration. The commitment was clear – to deliver the purest of pure milk. “I made a promise, not just to my son, but also to my customers to deliver the purest of pure milk and I want to uphold their trust in the brand just as a child’s trust in their parents,” he asserts.
From the initial setup with 20 cows on a leased farm in Shamshabad, Sid’s Farm has grown exponentially, serving close to 25,000 households in Hyderabad and Bengaluru. The initial days were a challenge, but Dr. Kishore’s dedication to delivering uncompromisingly pure milk paid off. “In this journey, we have realized that if a business is done with the purest of intent, there is nothing that can stop you from excelling,” he reflects.
From Purity in Sip to Holistic Dairy Solutions
Dr. Kishore elaborates on the evolution of Sid’s Farm, emphasizing the unwavering commitment to purity and ethical dairying.
The initial vision for Sid’s Farm was clear – provide purity in every sip. Over the years, the operation has grown to encompass over 2.5 acres of land, a 4,000 sq. ft. milk processing facility, and a model dairy farm in another 2 acres. The product range has expanded from delivering raw milk to offering paneer, curd, salted and unsalted butter, and ghee in both cow and buffalo milk variants.
“With over 40,000 liters of milk daily, the support of a strong team of close to 400 people, and over 1,500 farmers, Sid’s Farm is now at a stage where unprecedented growth is imminent,” Dr. Kishore shares. The commitment to quality is evident in the daily undertaking of 6,500 tests on the incoming milk.
Honesty as the Key to Customer Trust
Sid’s Farm sets itself apart by delivering with absolute honesty, transparency, and customer involvement.
“We deliver with absolute honesty, and this commitment is treasured by our customers,” affirms Dr. Kishore. The brand stands out by observing open days, publishing daily test results, and maintaining open lines of communication. The fight against antibiotics, synthetic hormones, and preservatives in milk is relentlessly displayed, making Sid’s Farm a trusted household name.
D2C Growth: Fostering Meaningful Customer Connections
Dr. Kishore delves into the direct-to-customer approach and strategies prioritizing meaningful connections.
“At the inception of the brand, we decided to sell directly to customers. We remain an app-first D2C brand,” he says. The focus is not just on selling more but on selling meaningfully. Transparency, customer involvement, open lines of communication, and a strong focus on awareness building are the cornerstones of their D2C strategy.
“We encourage them to approach us with any queries, concerns, or feedback, and we try to address them promptly,” Dr. Kishore adds. The brand prioritizes education, not just about its products but also about the dairy industry, through initiatives like Milkology™, an educational program for school students.
Nutritional Superiority and “Clean Label”
Sid’s Farm’s journey from providing raw milk to a diversified product portfolio that aligns with purity and quality standards.
“We started our journey by providing only milk. Today we have a range of milk and dairy products that we offer. Each of our products boasts of nutritional superiority and being a ‘clean label’,” Dr. Kishore asserts. The product range includes various types of milk, butter, ghee, curd, paneer, sweet lassi, and dairy desserts, all meeting the highest quality parameters.
Technological Integration
Dr. Kishore outlines the pivotal role of technology and AI in enhancing operations and providing a better customer experience.
“Technology is an irrefutable part of any industry today. Sid’s Farm is no different,” he acknowledges. The integration of technology and AI into various aspects of the business, from the mobile application for seamless customer interactions to AI-powered marketing automation tools, has optimized distribution, sales processes, and customer support.
Sustainable Growth
Sid’s Farm’s commitment to empowering dairy farmers and contributing to sustainability.
Dr. Kishore emphasizes the importance of farmers as vital stakeholders. Sid’s Farm focuses on educating farmers to improve the quality and quantity of milk from their herds. Fair compensation, benefits, and facilities are provided to create a symbiotic relationship. The brand has also joined the United Nations’ Inclusive Business Program to promote sustainable practices and improve smallholder dairy farmers’ livelihoods.
Future Vision
Dr. Kishore outlines the plans for the future, emphasizing geographic expansion, new product lines, and enhanced transparency.
“We are currently focused on expanding our presence in Hyderabad and Bangalore,” he states. The goal is to be a market leader in these regions by diversifying product offerings, tapping into healthier and innovative dairy options, and enhancing transparency in sourcing, production, and product quality.
With a revenue growth of over 36 percent year-on-year, Sid’s Farm envisions a future where it continues to strengthen its position in the market, solidify its brand image, and offer a broader range of high-quality dairy products. As Dr. Kishore concludes, “We aim to continue to fortify their trust in us in the years to come.”
