Page 16 - Dairy Dimension - July Aug 25

| Volume 1 | Issue 5 | July-Agu 2025 INTERVIEW

Let's talk about your farmer engagement model. hands, cleaning the udder before milking, and sterilising
What are you doing at the grassroots? milk cans. These are small steps, but they make a huge
We've made it a mission to improve conditions at the difference.
farm level, starting with small but impactful changes. In a We did a small experiment. Two farmers from the same
few villages near Fatehpur, western Uttar Pradesh, we've village—one who received training and one who
adopted farmer families and worked with them on didn't—showed stark differences in the quality of milk
chain-free cattle rearing and biogas generation. supplied. Cleanliness impacts bacterial count, shelf life,
We observed that many farmers tether their animals and flavour.
throughout the day, with limited space for movement. To consumers, I have a strong message: Never buy loose
We encouraged them to install fencing around their paneer from the open market. It's unhygienic and
open areas, set up automatic scrubbing posts for the unregulated. Always choose vacuum-packed paneer.
cows, ensure continuous access to water, and provide Yes, it may feel firmer because of moisture removal, but
feed throughout the day. This significantly reduced it's safe. If needed, soak it in warm water to soften.
stress on the animals and improved milk yields by up to And beware of analogue paneer or fake ghee—especially
20%. from brands using religious symbolism. These products
In parallel, we supported them with affordable biogas often mislead consumers in the name of trust.
You have a strong export presence. What are your
digesters. These not only reduce the use of firewood but
learnings from international markets?
also save the women of the household from inhaling
harmful smoke. The families are healthier, and the Exports are challenging but rewarding. When we entered
savings are real. Indonesia, we had to spend almost three years just
convincing buyers that our buffalo milk doesn't come
We are undertaking this initiative in collaboration with from water buffalo, but from black cow buffaloes—a
Nestlé and Unilever as part of their sustainability and breed known for its superior milk.
emissions reduction programmes. It's slow, but
impactful work. One farmer at a time. Global buyers are sceptical. New Zealand, Australia, and
the EU set their benchmarks. We had to conduct detailed
Is farm inheritance becoming a challenge in lab tests, co-develop trials, and undergo multiple audits.
India,similar to what is happening in Europe?
But once trust is built, you gain not just access to a
Absolutely. The dynamics may be different, but the market, you gain credibility.
essence remains the same. In India, many young people We now apply the same rigour to our domestic business.
are attracted to the glamour of urban life. Social media Export markets have made us sharper, more process-
plays a massive role in creating unrealistic expectations driven, and far more quality-conscious.
about careers and lifestyles. Final thoughts—what is the most critical thing
What often happens is they move to cities, only to realise Indian dairy needs today?
that job opportunities are limited, the cost of living is In one word: consistency. We need consistency in
high, and the reality is far from what they imagined. policies, pricing structures, regulatory enforcement, and
Either they return to their villages disillusioned or end up farmer engagement.
working jobs that fail to utilise their potential. The current environment is reactive. Every state and
I strongly feel that if rural youth used digital tools to every stakeholder has its agenda. However, if we can
promote their agricultural innovations, their farms, or align on national goals—such as improving productivity
create entrepreneurial content, we would see a rural per animal or building global-scale processing
revival. But unfortunately, less than 1% use it that way. units—then Indian dairy can truly compete globally.
Most are caught up in the noise. We must move from subsidy politics to sustainability
There's growing concern about milk adulteration. economics. That's the future.
How do you ensure quality at Sterling Agro? Note: This interview was conducted prior to the GST Council
Quality starts at the source—the farm. We emphasise meeting, where Ravin has been a prominent advocate for
farmer training in basic hygiene, including washing the reduction of GST on dairy products.

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