In a country known for its rich dairy culture, ORIGHT is emerging as a game-changer in India’s milk supply chain. Founded in 2019, this innovative dairy tech startup is on a mission to enhance transparency and efficiency across the industry, addressing age-old challenges like milk adulteration and supply chain bottlenecks.
The Dairy Tech Vision
As India celebrates its status as the world’s largest milk producer, accounting for 24% of global output, it faces hurdles in the international dairy export market. Issues such as milk contamination and a lack of modern farming practices have hindered growth. Enter ORIGHT, founded by Utkarsh Kapoor and Rame Ji Kachroo, who saw an opportunity to digitize the dairy supply chain and improve quality control.
Their journey began at INSEAD in 2017, where they recognized the urgent need for technological integration in dairy farming. They launched ORIGHT to create a more robust ecosystem for all stakeholders, from farmers to consumers.
Tackling Adulteration Head-On
In the early days of ORIGHT, the focus was clear: combat milk adulteration. During the COVID-19 pandemic, the founders developed a comprehensive software solution and a device designed to test for adulterants. Their pilot project with a small dairy company in Haryana validated their approach and set the stage for growth.
Following successful trials, ORIGHT secured its first major client, Ananda, one of North India’s largest dairy companies. This partnership propelled the startup into the spotlight, and soon, other big names like Kamdhenu and Amul followed suit.
A Suite of Innovative Solutions
At the heart of ORIGHT’s offerings is its Supply Chain Management Mobile App. This powerful tool provides real-time data access and analytics to all players in the milk supply chain, including producers, collection centers, and dairy plants.
The app empowers small farmers by giving them access to vital resources, educational modules on better farming practices, and a digital milk passbook detailing their earnings. Kapoor emphasizes that this transparency eliminates issues of pilferage and ensures high-quality milk collection.
Another standout product is the MilkoReader, an IoT-enabled milk testing device. Capable of detecting six adulterants and eight milk composition parameters in under 45 seconds, this machine enhances the integrity of the milk supply chain, offering rapid and accurate results.
Future Aspirations
With a revenue of $1 million in FY24, ORIGHT aims to triple its earnings this fiscal year. The startup’s revenue model consists of two streams: one-time sales of its IoT devices and ongoing revenue from its Software as a Service (SaaS) platform.
Looking ahead, ORIGHT plans to introduce a comprehensive fintech solution within its app to cater to the diverse needs of farmers, collection centers, and transporters. This includes an Aadhaar Enabled Payment System (AEPS) that allows farmers to withdraw cash from their accounts at milk collection centers, ensuring security and convenience through biometric authentication.
In November, the startup will also roll out a loan facility for farmers, aiming to further empower this crucial segment of the dairy industry.
Expansion Plans
As ORIGHT continues to strengthen its presence in India, it is eyeing expansion into emerging markets in the Global South. To succeed, the company will need to tailor its offerings to meet the specific needs and regulatory requirements of each region.
Currently, ORIGHT is at the forefront of the Indian dairy tech ecosystem, providing everything from quality checks to supply chain automation. As they expand, their bold fintech aspirations will also aim to address the financial challenges faced by dairy farmers, especially in a landscape where lending institutions are cautious.
Conclusion
ORIGHT is not just a dairy tech startup; it’s a transformative force reshaping India’s dairy supply chain. By leveraging technology to enhance transparency, quality, and efficiency, ORIGHT is setting a new standard in the industry. As they look to the future, their vision for a more inclusive and innovative dairy ecosystem promises to benefit all stakeholders, from farmers to consumers.
