Hyderabad-based V-Rich Naturals to replicate farm-to-consumer model in Bengaluru, Mumbai

Hyderabad-based V-Rich Natural Products Pvt Ltd plans to replicate its farm-to-consumer model in Warangal in Telangana and Vijayawada in Andhra Pradesh, besides Bengaluru and Mumbai, the company’s founder, Yogita Jahanvi, said.

“We now have a mature model and are ready to scale. For products with longer shelf life, like ghee and jaggery, we are already supplying across cities and plan to increase this footprint. For fresh products like milk, we plan to replicate our farm-to-consumer model in new cities — starting with Warangal and Vijayawada, and later exploring Bengaluru and Mumbai,” she told businessline in an online interaction.

The company currently delivers products such as milk and paneer, which are perishable, locally (in Hyderabad) without preservatives. The rest of the products, such as honey and jaggery, are shipped across the country.

Journey’s start

V-Rich has begun exploring exports to the Middle East, including the UAE and Saudi Arabia. The response has been good, and the company has received initial orders. “We’re aiming to build a global brand rooted in quality and trust—products you’d feel safe feeding your children,” she said.

Jahanvi’s journey into dairy and natural products began three years ago, when she planned to expand her family. She was asked to eat healthy food and exercise.

 “Milk was an important part of the diet. That’s when I started questioning — where do I get good milk? What is good milk? I discovered that most milk in the market is several days old, heavily processed, and nutritionally compromised,” the company’s founder said.  

Stating that her idea was never to just have a product and improve it, she said her company’s philosophy was to only launch products that meet its quality expectations from Day 1. “The business is built around quality first. We asked ourselves: can we even deliver truly good-quality milk to consumers directly? And from that, our journey began,” said Jahanvi.

Single origin sources

V-Rich began with A2 Gir cow (raw) milk which primarily contains the A2 beta-casein protein and had a shelf life of just 3 hours. It was launched to test if the company could deliver quality products. It then expanded into full dairy range and then came up with products such as honey, jaggery powder, salt and black rice.  

All products of the company are from single-origin sources to maintain consistency and authenticity. “For example, our honey comes from the mountains in Uttarakhand, sustainably extracted with no filtration or adulteration. Similarly, our jaggery powder is made using traditional methods without additives,” said Jahanvi.

On the feature of the company’s jaggery powder, she said: “It is sieved in its liquid final stage and drops through a mesh to form soft granules — it’s cloudy, melt-in-your-mouth, and doesn’t curdle milk because it contains no inorganic additives.”

 The company is still growing and is building a wider product range, such as flavoured yogurts, flavoured milk, infused honey and infused ghee. The company serves around 4,000 daily consumers for milk and curd. In addition, it supplies the products to hospitals and cafes.

Fair compensation

Stating that the market reception has been good with 97 per cent retention of its milk customers, she said the company has completed a pre-seed round of ₹3 crore and plans to raise a seed round of ₹7 crore in the next financial year to support expansion.

On sourcing milk, Jahanvi said the company started with its own farm and has now expanded it to five. “We only partner with farmers who produce over 300 litres/day to ensure better control. We follow strict protocols — from feed to animal care — and avoid practices like hormonal injections. Our vehicles collect milk twice a day, and it’s tested before reaching our unit,” she said.

The company takes care in sourcing its products. For example, the honey it gets from Uttarakhand is harvested only six months a year.  

Jahanvi said V-Rich ensures fair compensation and recognition for farmers, both monetarily and in terms of brand storytelling, for the uniqueness and effort that goes into their work.

Quality control

On how farmers meet the quality standards, she said the company follows an “adopt-a-farm” model. “Having run my dairy farm, I’ve done extensive research in animal health, nutrition, and care. These insights are now part of a protocol we share with farmers. We go and procure milk ourselves. We provide them not only with guidelines but also access to the correct inputs, including feed, mineral mixtures, and veterinary support. This eliminates quality dilution and ensures consistency,” the company’s founder said.

Though farmers grow their own feed, sometimes, V-Rich does step in to supply high-quality feed from its farms if required. It has built an integrated supply chain to support this.

The company’s products, such as paneer and buttermilk, are made in-house at its processing units near the dairy farms. The 35-plus employees of the company manage these products under strict quality protocols. 

“For instance, when we make paneer, we only use lemon juice to curdle the milk—no citric acid, vinegar, or chemicals. We apply the same level of natural care across all our products,” she said.

Published on July 2, 2025