Sid’s Farm launches A2 Desi Cow Milk
A2 milk is a variety of cow’s milk that lacks a form of beta-casein proteins called A1 and has the A2 form. A2 milk is generally widely accepted for its overall health benefits and is arguably a safer option for lactose-intolerant people. This variation of cow's milk is sold primarily in Australia, New Zealand, China, and the United States.
Hyderabad
Sid’s Farm, a premium direct-to-customer (D2C) dairy brand based out of Telangana, launched A2 Desi Cow Milk for its customers in Hyderabad on the auspicious occasion of India’s 75th Independence Day.
According to a Sid’s Farm press release, due to high customer demand for A2 milk, the company made pre-booking available. And within the first six hours of pre-booking, they received an overwhelming response with 400+ customers pre-booking for more than 350 litres. Sid’s Farm has kept a competitive price for their latest product addition at Rs 75 per packet of 500 ml.
The two major proteins in milk are casein and whey. Casein accounts for about 80 per cent of the protein in milk. There are also different types of casein, one of which is called beta-casein. Beta-casein makes up about 30 per cent of the protein in cow’s milk. A1 and A2 are two variants of beta-casein.
Historically, cows produced milk that contained only the A2 form of beta-casein. Today, most of the milk available from the local grocery store contains mostly A1 proteins.
When A1 protein is digested in the small intestine, it produces a peptide called beta-casomorphin-7 (BCM-7). The intestines absorb BCM-7, and it then passes into the blood. Doctors have linked BCM-7 to stomach discomfort and symptoms similar to those experienced by people with lactose intolerance.
The structure of A2 protein is more comparable to human breast milk, as well as milk from goats, sheep, and buffalo.
A2 cow's milk is sold primarily in Australia, New Zealand, China, and the United States. However, with the globalized milk market and Indians being more inclined towards quality products and demanding more particular food choices, the A2 milk market has seen a huge demand in India, too.
Dr Kishore Indukuri, Founder, Sid’s Farm, said, “We are elated to launch Sid’s Farm A2 Desi cow milk, and there couldn’t have been a better time for us to introduce such premium quality, a high-demand product that has been predominantly available in the western markets, but now with this, we are revolutionizing the Indian natural dairy industry with respect to both our price and quality.”
“We look at all our products as a medium to empower the Indian consumer, who must have all the rights to the highest-quality natural foods that are readily available. As a nation, we have already answered the question of quantity emerging as the global leader in milk production volumes. It is time now that we addressed the question of quality too,” Indukuri added.
India's dairy market reached Rs 13,174bn in 2021. The IMARC Group expects the market to reach Rs 30,840bn by 2027. The country’s A2 milk market size was estimated at $266.80mn in 2021 and was expected to reach $303.49mn in 2022. At a CAGR of 12.24 per cent, it is expected to reach $533.57mn by 2027.
Capitalizing on this extensive growth, Sid’s Farm is aiming to grow multi-fold in the coming years and disrupt the Indian A2 milk market. Hyderabad-based customers can order Sid’s Farm A2 Desi Cow Milk through their app.
