Pure Dairy evolved from a business model innovation project to drive adoption of packaged milk among consumers of unpackaged milk. Its first avatar as pilot venture involved end-to-end testing for a new variety of long life milk produced using a custom manufacturing setup.

The venture also piloted a disruptive model to bring raw milk directly from farm to consumer using a custom EV based milk vending and packaging setup.

From its early roots, the company scaled into a commercial venture – partnering with the most iconic private dairy brand in UP and delivering six years of profitability.