Within one year of its entry into the market, the OatMIK has reached a level of almost 21 times growth in revenue. Currently, the brand has marked its presence in almost all prominent marketplaces such as Amazon, Zepto, Blinkit, Flipkart, etc.

Akash Wadhwani and Rishabh Gupta, Founders, OatMIK said, “For us, the initial challenges revolved around understanding food science, understanding nuances of the field and to actually develop something that was good, tasty and comparable to world class products. Our next hurdle was to sell the OatMlk we had developed. We did not have marketing budgets nor any ideas as to how a D2C brand functions or is supposed to execute sales. We did not know how to run ads or even get our first consumer. We did what we do best and try to fill in the shoes of the consumer. We started sampling our product. We wanted every single person to try it, understand it, and explore whether they would buy it. This was the strategy and it has been working for us ever since. We sample heavily and want every person to try our product. This has become a part of the identity of our brand and has allowed us to create a strong customer base that is growing.”

Valued at $21 million compared to the $140 billion animal-derived dairy industry, the plant-based dairy sector in India is forecasted to expand at a compound annual growth rate (CAGR) of 20.7 percent, reaching $63.9 million by 2024.