Fresh milk, fresh ideas: The Sid’s Farm experience

Tamal Chatterjee, Chief Growth Officer at Sid’s Farm, brings over two decades of marketing expertise. He leads the company’s inorganic growth, M&A strategies, and non-D2C revenue channels, significantly driving business growth and brand awareness. With a deep understanding of consumer behavior, Tamal has positioned Sid’s Farm as a leader in the dairy and organic foods segment.

His diverse experience covers Dairy, B2B eCommerce, and Consumer Durables, with a focus on customer-centric strategies and sustainability. Holding a degree in Psychology from Christ University and a Micro Masters in Marketing from IIM-Bangalore, Tamal previously held leadership roles in dairy and agri-digital companies. At Sid’s Farm, he has expanded the brand’s domestic and offshore presence, launching innovative, tech-driven products while upholding ethical business practices.

IBT: What factors are currently driving the global demand for dairy products?

Tamal Chatterjee: The global demand for dairy is on the rise for several reasons. Health-conscious consumers are increasingly looking for natural sources of nutrition, and dairy fits right into that. Additionally, in many developing countries, the growing middle class has more disposable income, which is boosting dairy consumption. We’re also seeing a surge in interest in functional and fortified dairy products—people want foods that offer additional health benefits. Convenience plays a big role too, with ready-to-eat dairy options gaining popularity. Another key factor is the rising focus on proteins in diets, which has renewed interest in dairy consumption worldwide.

IBT: What challenges does India face in dairy production, particularly regarding productivity per cow? How can these issues be addressed, and what’s the future for hybrid breeds?

Tamal Chatterjee: India’s dairy sector faces several challenges, especially in terms of low productivity per cow. This often comes down to poor nutrition and the widespread use of low-yielding breeds. To improve this, we need to focus on better feed management and look at adopting high-yielding hybrid breeds. These hybrids have the potential to significantly boost milk production, but they also need to be carefully managed to adapt to India’s varied climates.

At Sid’s Farm, we emphasize sustainable practices, upgrading infrastructure, and educating farmers to make a real difference. Back when Dr. Kurien started the White Revolution, the goal was to address the issue of milk quantity. We’ve made significant strides there, but now, as global leaders in milk production, the next revolution should focus on enhancing the yield of our native breeds. Work is being done in this area, and I’m excited to see how innovation continues to shape the future of Indian dairy.

IBT: What are the main barriers to India’s dairy exports, particularly when it comes to Maximum Residue Limits (MRL)? How can these challenges be overcome?

Tamal Chatterjee: Honestly, I don’t see MRL as a huge obstacle. In fact, many Indian brands are already doing remarkable work in exporting dairy products to international markets. Yes, the rules are stringent, but that just shows we’re capable of producing high-quality products that meet global standards. If there’s any real barrier, it’s probably a lack of awareness or maybe even fear of venturing into foreign markets. With the right incentives and a bit more awareness, I’m confident we’ll see more Indian brands stepping up and exploring export opportunities.

IBT: How is agri-processing and agritech currently being used to improve dairy farming practices? What impact is the packaging industry having on this transformation?

Tamal Chatterjee: Agri-processing and agritech are absolutely revolutionizing dairy farming. We’re seeing improvements in efficiency and product quality that were unimaginable a few years ago. Technology is helping farmers manage feed more effectively, monitor the health of their herds, and improve overall milk yields. On the processing side, innovations are helping preserve the freshness of dairy products for longer periods. Advanced packaging plays a crucial role here, extending shelf life and ensuring that quality is maintained throughout transportation. This integration of technology and smart packaging is enabling the dairy industry to meet rising consumer demands for safe, nutritious, and fresh products.

IBT: What emerging technologies are transforming the dairy sector, and how are they benefiting farmers?

Tamal Chatterjee: The new technologies coming into the dairy sector are really exciting. For instance, automated milking systems are saving farmers time and improving milk yields. Precision feeding systems ensure cows get exactly the nutrients they need, and health-monitoring wearables are allowing farmers to detect issues early, which cuts down on veterinary costs and improves the overall health of the herd. These innovations are boosting efficiency and productivity, which in turn makes dairy farming more profitable and sustainable. And it’s not just the small innovations—IoT, drones, and even sorted semen for cattle insemination are becoming game-changers for large-scale farms, making the industry more lucrative for both farmers and dairy brands alike.

IBT: How is Sid’s Farm approaching the dairy market opportunity?

Tamal Chatterjee: At Sid’s Farm, we’re taking a holistic approach to transform the dairy space. One of our key differentiators is that we source milk directly from local farmers. This ensures that our milk is fresher, and it helps build a close connection with the farming community. We’re committed to supporting farmers by offering fair prices and helping them with the resources they need.

We also make extensive use of technology, whether it’s to monitor the health of the cows or to streamline delivery logistics. This helps us maintain high standards while improving efficiency. Sustainability is another big focus for us—we manage waste responsibly, treat our animals humanely, and run initiatives like “Pick My Plastic,” where we collect our product packets from customers for recycling. This approach really resonates with consumers who care about the environment.

Another thing that sets us apart is how we engage with our customers. We invite them to visit our farms, host community events, and educate them on ethical dairying practices. This personal touch builds trust and loyalty—people know where their milk comes from, and they feel connected to our process.

In terms of product quality, we conduct over 10,000 tests daily to ensure every batch of milk is free from contaminants, synthetic hormones, and antibiotics. We take pride in the rigorous safety measures we follow to make sure our milk is safe for consumption. And, of course, we’re constantly working to maintain consistency in quality, ensuring that every bottle meets the highest standards in terms of fat content, protein levels, and bacterial safety.

Ultimately, our goal at Sid’s Farm is to enhance the dairy experience for consumers while promoting a more sustainable and responsible dairy industry. It’s about quality, community, and doing right by our farmers and customers.

---

Tamal Chatterjee is Chief Growth Officer at Sid’s Farm. Views expressed are personal