D2C brand Sid’s Farm launches Lassi

Sid’s Farm, a premium D2C dairy brand based in Telangana, announced the launch of its new product, ‘Sweet Lassi’, to coincide with the festive celebrations of Holi so that people may enjoy the season of giving and feasting with greater wholesomeness. The Sweet Lassi, packed in 200 ml recyclable food-grade disposable cups, is attractively priced at Rs 30 to appeal to both the young as well as the young at heart.

Speaking about the new product, Mr. Kishore Indukuri, Founder, Sid’s Farm, said, “We are possibly looking at a harsher than usual summer this year. We felt the time was right to introduce an Indian beverage that cuts across generations, and needless to say is healthy beyond compare. Everything we do has behind it a commitment fuelled by a passion to provide every family with healthy and natural dairy products that are free from antibiotics, hormones, preservatives, and other harmful adulterants. Our Sweet Lassi, not only has the best processes and quality standards backing each drop but is sure to touch a chord in anyone who tries this delightful and healthy treat. I invite everyone to enjoy their celebrations with the health and hydration this product from our stable provides.”

This product will be immediately available in Hyderabad, where it is being distributed through the direct-to-consumer channel and shall be available for home delivery. Sweet Lassi will also be available soon in Bengaluru, where it will reach consumers through designated and easily accessible eCommerce and aggregator channels.

Sid’s Fram raised USD 1 mn in Jan. ‘23 from a clutch of private investors who were also users of the company’s products. “We have been bootstrapped all these days and I cannot be thankful enough for our customers who have come forth and placed their trust in our vision by investing in our brand”, Dr Kishore Indukuri, Founder & MD at Sid’s Farm had said in an interview. The company’s products are available on portals such as Big Basket, MilkBasket, Fresh to Home, Amazon, Supr Daily, etc.

India’s dairy market is estimated to be Rs. 1.6 lakh Cr annually. The entire supply chain is widely scattered through semi- and unorganised distribution, with the organised penetration being less than 15% of the total market size. Amul, ITC, Godrej, Brittania among others are in the forefront of the formal distribution of packed dairy foods including Lassi through modern supermarkets as well as kirana stores alike. Most State Government owned dairy corporations also have their own packaged lassi products. Other than this, being a home-made beverage, lassi is among the most sold and consumed drink during summer months across India which has a thriving summer season.