5 min read.Updated: 12 Oct 2020, 05:42 PM ISTBrand Post
The most favoured fresh milk and dairy product brand of UP, Gyan Dairy, is eyeing aggressive expansion and growth, thanks to new-age technology and a consumer-centric approach
With a mission to deliver purest and freshest dairy products to its consumers, Gyan Dairy, the Lucknow based dairy brand is bullish over expanding its markets and growing year on year.
Steering Gyan Dairy, a name to reckon with in the dairy industry, to greater heights of glory, the promoter brothers Jai and Anuj Aggarwal have contributed immensely to turn this brand into a multi-product multi-location dairy company. Today, Gyan Dairy is the most favoured dairy brand in the state of UP and is synonymous with purity and consistent quality of dairy products. With tagline "Vishwaas Se Bhara", the brand stands true to its theme song 'Shuddh aur taaza, Gyan ka waada'.
Gyan dairy was launched back in 2007, by partnering with small farmers and today, it has grown into a 908 Cr dairy company, supplying products to more than 1.5 lakh plus households through a well-connected network of 300+ distributors and 40,000+ Retailers. The brand also has its exclusive retail outlets called Gyan Fresh stores, spread across locations in UP to enhance customer experience by providing fresh and pure dairy products.
One of the reasons for these fast-growing numbers is the huge brand equity that the company enjoys in the market and second is its state-of-the-art processing plant with advanced technology, which maintains the maximum nutritional value and supplies safe & hygienic dairy products.
“Our mission at Gyan Dairy is to provide freshest milk and quality dairy products. Our company believes in continuous innovation and introducing new product offerings to provide the best to our customers. The COVID 19 pandemic has brought a lot of focus on health and hygiene and more and more people are making the conscious choice of eating healthy and opting for safe & hygienic products. Our company take pride in ensuring delivery of the freshest products to our consumers in the most hygienic way. India has a long tradition when it comes to dairy and we strive to give our customers the trust of consuming the best and the purest products." says Jai Agarwal, Managing Director, Gyan Dairy envisioning to make Gyan, a billion-dollar company soon.
As the disruptor and forerunner in the industry, Gyan has recently launched Gyan Fresh app, which is company’s latest venture in going digital and providing direct customer interface platform. The recent period of nationwide lockdown has paved the way for the increasing use of digital platform. The app has proofed to be a great benefit to consumers during the lockdown when deliveries were challenged by stringent guidelines of social distancing, contactless deliveries and sanitised environment.
Anuj Agarwal, Managing Director, Gyan Dairy, while sharing his vision to reach 1 lac deliveries per day this fiscal, says “It was the time when people were apprehensive and looking for safe options and Gyan was their immediate choice by reaching out and helping them manage milk subscription and delivery services in a contactless, cashless, and most hygienic way.
Through this technology adoption of introducing Gyan Fresh App, the company has observed jump in sales, by having 24000 active consumers & average 9000 + daily deliveries. This model ensures flawless delivery of milk & milk products by 8 am daily, 7 days a week, 365 days a year and for first time customers, free milk delivery for 10 days. The app also offers additional benefits like attractive customer offers, Value deals, weekend offers, Pay week offers and combo offers. All these properties have enabled a whopping 42% growth of AOV (Average Order Value) per delivery in last six months.
The brand collects fresh milk from over 3000+ villages, providing livelihoods to almost 1 lac farmers residing in the heartland of UP, ensuring their growth and progress through direct employment. The brand prides itself for being an ethical organization that aims to benefit everyone involved in the process.
Gyan enables and equip farmers to understand the importance of quality milk production, hygiene & safety of animals so that they procure better quality raw milk to deliver the best products. ’Gyan Choupal’ is one such platform where information is disseminated to the milk producers and knowledge is imparted about these issues apart from sharing clean milk collection policies and programs of the company. To ensure animal nutrition and health, Gyan Dairy supplies premium quality cattle feed manufactured through its subsidiary cattle feed plant under the "Gyan Dhara" brand.
Over the years, Gyan has also forayed into a full line of dairy products, fermented, several other value added products like Butter, Ghee, Chaach, Lassi, Paneer and Khoya and special Gyan Andaaz Range offering Mishti Doi, Kheer, Peda and Kaju Kathli. This range was introduced considering the changing purchase dynamics and growing need of the quality branded packaged products and are provided to various parts of UP through a network of Gyan Fresh Stores, Gyan Select Stores, Gyan e-carts, and other retail stores via an extensive distributor channel.
Spearheading all the marketing strategies of the company, Mr. Venkataramani Santhanam, VP, Sales & Marketing, Gyan Dairy concludes, "Hard times will not last long and we will be able to come out of it soon, but the customers will always remember the way we cared for them during these trying times. It is evident from the numerous feedback and appreciation we receive from the elderly to the kids for our timely delivery of not only milk but mouth-watering dairy products at their doorstep" he concludes.
Under the astute leadership of Jai and Anuj Aggarwal, the brand has witnessed a substantial growth since its inception and has made a name for itself for fresh and pure dairy products. The seamless supply of fresh milk, product innovations and consumer centric services have all added up to the growing success of the brand. The products range boasts several USPs which altogether give it a distinct competitive edge over its counterparts.
Ethically sourced from the farmers, Gyan Dairy products reaches from farm to table using advanced technology and it remains untouched by human hands even when it passes through multilevel quality checks. Such purity and freshness make the product range most favoured and a household name in UP.