India’s dairy sector was reshaped by the White Revolution. Now, a smaller but fast-growing shift is playing out at the premium end, as consumers move from mass pouch milk to farm-fresh, A2-led dairy staples. The country’s A2 milk market reached $1.4 Bn in 2024 and is racing towards $4.3 Bn by 2033, at a 12.10% CAGR. On the other hand, the A2 ghee segment is outpacing the milk category, projected to grow at a 22.3% CAGR during 2025-33. The shift reflects consumers moving from mass-produced pouch milk to farm-fresh alternatives. But the booming market has a structural friction: finding a brand that can scale and deliver consistently without diluting artisanal purity. Durlabh Kumar Rawat and Syed Shamoail Haque built Barosi to fill that void. They prioritised subscriptions over retail, glass jars over plastic and implemented a direct-from-farm delivery model that bypasses third-party industrial processors. Preserving Purity Through Process Control The brand’s USP is rooted in age-old, artisanal processes. For instance, its flagship cow ghee is produced in Manesar, Haryana, using the bilona method: whole milk is set into curd, hand-churned in earthen pots to extract butter, then slow-cooked into ghee. The result is a depth of flavour and texture that… Read MoreInc42 Media
