Happy Nature Brings Chemical-Free, NutritionRich Dairy Products From Farm To Table

Milk being an essential item for its nutritional value, the startup saw a 69% revenue jump YoY and eyes sixfold growth by 2025

Sahil Chopra and Parth Birendra cofounders of Delhi-based milk delivery startup Happy Moo and Patiala-based dairy brand Doozy Farms cofounders Vikas Singh and Vishal Rastogi shared the same vision – doorstep delivery of farm-fresh, unadulterated milk (and other dairy products) to help consumers. But it was easier said than done. For instance, their research found that cow’s milk contains high levels of aflatoxin that can cause severe liver damage if consumed for a long time. There are more hassles to overcome to standardise products, do away with harmful chemicals like preservatives and antibiotic residues and retain all essential nutrients. In 2022, the founders of both companies teamed up to launch Happy Nature, a farm-to-fork dairy startup bringing home the goodness of pure milk.

The brand has expanded to other dairy products such as ghee, curd and cheese. It saw a 69% revenue jump YoY, reaching INR 14.4 Cr in FY22 from INR 8.5 Cr in the previous financial year. Happy Nature claimed that 9K new customers purchased from the brand every month, while it added 1.5K new subscribers each month, during H2 of CY22. Currently, it sells more than 35 SKUs across Delhi-NCR, Punjab and Haryana and has served more than 80K customers.

The startup runs a state-of-the-art dairy farm in Jhajjar, Haryana, where the end-to-end dairy operations – from cattle care to milking, processing and packaging – take place. Happy Nature has developed its standard operating procedures (SOP) to ensure a minimum level of aflatoxin in cow’s milk while keeping harmful antibiotics and chemical preservatives out of it. Its flagship A2 Desi Cow Milk is produced from indigenous cow breeds like Gir and Sahiwal raised at the farm.

The brand eyes INR 25 Cr in FY23, a 100% YoY revenue growth. It also targets INR 150 Cr by 2025, a sixfold increase from its current annual recurring revenue (ARR). Happy Nature is developing a D2C website for its non-perishable SKUs to push sales.