OatMIK, a plant-based milk brand, is charting a path for growth by prioritizing four key avenues: target groups, geographical locations, distribution channels, and product line expansion. Additionally, the brand is gearing up to venture into international markets such as UAE, APAC, EU, and USA in the coming years.
In just a year since its market debut, OatMIK has experienced nearly a 21-fold increase in revenue. Presently, the brand has established a strong presence across major marketplaces including Amazon, Zepto, Blinkit, Flipkart, and more.
Akash Wadhwani and Rishabh Gupta, Co-Founders of OatMIK, reflected, “Our initial hurdles revolved around mastering food science, delving into the nuances of the industry, and crafting a product that not only tasted great but also stood up to global standards. Our next challenge was selling the OatMlk we had painstakingly developed. Without significant marketing budgets or a clear understanding of D2C brand operations, we lacked the know-how to drive sales.
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We were unfamiliar with running ads or acquiring our first customers. Our approach was simple: we put ourselves in the shoes of the consumer. We embarked on a mission to sample our product extensively, ensuring that every individual had the opportunity to taste, understand, and evaluate it. This grassroots strategy has remained integral to our brand identity and has facilitated the growth of a loyal customer base.”
With a valuation of $21 million, the plant-based dairy sector in India stands in stark contrast to the $140 billion animal-derived dairy industry. Forecasts predict a robust expansion, with the sector projected to grow at a compound annual growth rate (CAGR) of 20.7 percent, reaching $63.9 million by 2024.
“We’re progressively transitioning from the launch phase to a growth trajectory. This entails growing our user base by catering to various user personas, targeting tier I cities while also expanding into tier II and tier III towns. We’re using a variety of channels, including HoReCa, retail, and institutions, to engage chefs, celebrities, baristas, and influencers. Furthermore, our aim includes expanding our product line beyond unsweetened oat milk to include a few new options,” Akash explained.
The brand is presently focused on a substantial expansion strategy aimed at achieving a strong foothold in the Indian market.
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