Delivering zero-touch milk, dairy products and kitchen staples to Indian homes

Looking to tap the vast market for dairy products in India, this startup is looking to modernise milk and food supply by leveraging the power of technology.

While cow-free, plant-based and lab-made dairy products have gained global traction, many Indians still can’t get enough of cow milk. But in many cases, the quality and nutritional value of milk supplied locally is suspect and falls below accepted standards and endangers one’s health. Vishal Rastogi was in a similar quandary when his doctor prescribed fresh and pure cow’s milk for his son. After some fruitless searches far and wide to find a reliable product, he decided to join hands with his cofounders to set up Doozy Happy Nature, a dairy and poultry-focussed fresh food brand.

The fresh food startup has expanded to 12 cities in Delhi-NCR, Punjab and Haryana, offering 30 SKUs to 30K users. It has already sold 50 Lakh litres of milk and clocked INR 8.5 Cr in revenue in FY21. It is now raising a bridge round to double its current ARR of INR 15 Cr in the next 12 months.

Eliminating the middlemen in the dairy chain, Doozy Happy Nature has decided to do all the work typically done by intermediaries including food safety protocols, touch-free milking and processing via automated milking machines. The milk is bottled by machines and delivered by refrigerated trucks.

The company is a result of two merged entities (Doozy Farms and Happy Nature) and milk is its ‘hero’ product. The founders claim to have set up a robust and reliable supply, connecting dairy farmers directly with consumers through an app and a WhatsApp chat bot. Ensuring that the milk is free of adulteration and additives is the first step of the quality control for Doozy Happy Nature. The startup has recently forayed into the poultry space and offers premium eggs, besides selling other dairy products, breads, fruits and batter mixes.

Doozy Happy Nature is optimistic about capitalising on the growth for dairy platforms and is hopeful of securing a Series A round by the end of 2022 to expand its operations to three-four cities. In the next three years, it will work on a presence across 20-25 cities, before taking on the challenge of pan-India presence.