From celebrities to health conscious folks, young and old alike, Camel milk is the buzz word that’s catching on real
quick, courtesy Aadvik Foods, India’s first company to process, brand and market camel milk and its products in the
Bengaluru – June 19, 2018. Red Newswire / —
Benefits of camel milk are plentiful. Its use has been scientifically proven and established in aiding treatment of autism, diabetes, lactose intolerance and stunted height growth. The founder Hitesh Rathi and Co-founder Shrey Kumar, alumnus of Punjab Engineering College and Indian School of Business respectively, saw enormous opportunity in this excellent alternative to existing dairy products and decided to take the plunge, leaving plush jobs at MNCs.
Rathi hails from Bikaner, and this idea was born during a fun conversation with a bunch of friends. His background from the land of camels triggered a spark in him to carry out some more research before giving the idea fruition. Kumar shared the passion and joined him a few months later.
In a short span of 2.5 years, Aadvik Foods has acquired over 150,000 customers who consume camel milk on a daily
basis, many of whom are repeat customers as well. Brand Aadvik has undoubtedly made a name for itself. “With India becoming healthier, we promise to deliver camel milk, unadulterated, totally safe for you and your dear ones”, says Rathi.
“It has been nothing but an exciting and fulfilling journey. We grew from a team of 2 to 35, expanded to pin codes pan India, and receive positive feedback from all our customers regularly, and all this profitably”, he adds.
And it’s not just its premium customers that Aadvik has wooed. It has proven to be nothing short of a blessing for the the camel breeders too. “Due to modernisation, use of camels in transportation has reduced. This has led to a decrease in the population of camels in India. From 1.1 million in 1960s to just 0.4 million in recent years. Major factor leading to this is the lack of source of income for camel breeders in the remote areas of the desert states of Rajasthan and Gujarat. We, at Aadvik Foods project to truncate the gap between camel herders and the consumers by increased production of camel milk and spreading it to the farthest corners of the world”, says an enthusiastic Kumar.
One can find Aadvik products across all popular e-commerce platforms including Amazon, Ebay, Flipkart, Snapdeal,
Shopclues, PayTm, Alibaba, Big Basket and their own website www.aadvikfoods.com. In addition to this, it has tied up with Foodhall stores of Future group, and has an offline presence in select retail outlets in Delhi, Chennai and Pune. It also sells through a network of distributors in Hyderabad, Bangalore, Chennai and Bhantinda. With a strong presence internationally, Aadvik is a known player in the USA, Singapore and Malaysian markets. It is listed as a prime seller on Amazon USA as well.
“Single largest challenge for us has been creating awareness around camel milk and its products. Considering this is a premium product, the traction we’ve seen so far is very promising. We are working on creating awareness about the benefits of camel milk via both, on-ground customer interactions as well as above the line methods ”, shared Rathi.
“Other challenges we faced initially was to preserve a high quality perishable product, that is camel milk. Hence, we
sell it in frozen form. Although we’ve successfully established cold chain logistics in major cities for frozen milk, we
deliver freeze dried camel milk powder to all other parts of the country”, added Kumar.
A Government of India recognised startup, registered in MSME, Aadvik has received several accolades including
“Bootstrapped Business of the Year” by “STARTUP AWARDS 2018” and “Social Impact Sector” award in “Tech 4
Raj” organised by Start-up Oasis (RIICO & CIIE). Recently, it featured in Little Black Book, in association with
celebrity chef Nishant Chaubey, and published engaging videos on unique and delicious dishes served at high-end
A pioneer in using freeze drying process to manufacture milk powder from camel milk in order to maintain the quality,taste, flavour, mineral and nutrients even in powder form, Aadvik remains true to its name, which means “unique”.
With over 40 SKUs spread over camel milk powder, camel milk chocolate, camel milk skin care products, which have been highly successful, Rathi and Kumar have a solid plan in place to launch new and innovative range of super food products very soon. Aadvik will be a name one will see in many more cities in the near future and it is fast recruiting young talent to meet this high demand. The dynamic founders are actively looking for funds to give wings to their aspirations. This is one company we’ll be keeping an eye on.