Aalekh Agarwal Revolutionizing Dairy Farming with Cowboys.desi

Milk and honey, often symbolizing prosperity and purity, have long held their esteemed positions in various cultures. However, the commercialization and mass production of these essential foods have led to concerns about quality and authenticity. This is where Aalekh Agarwal, a 28-year-old entrepreneur, saw an opportunity to make a difference. Aalekh’s journey began with a personal health challenge. He suspected he was lactose intolerant due to his difficulty digesting milk. It was during his studies in London that he discovered the root of his problem – the poor quality of milk supplied by most brands in India. In his words, “The milk we get in packets is a mix of buffalo milk, cow milk, and goat milk, all combined to meet the minimum fat standard. This is an unhealthy way to consume milk.”

Aalekh didn’t stop at identifying the issue; he decided to be the change he wanted to see in the dairy industry. This commitment led him to step into the shoes of a farmer and establish Cowboys.desi, a brand under his company Trunks and Roots, dedicated to delivering hygienic and superior dairy and agricultural products.

Quality and Humanity in Farming:

Cowboys.desi isn’t your typical dairy and agriculture brand. Aalekh emphasizes the humane treatment of the animals as a core principle of his operation. At their farms, cows receive vaccinations, live in well-ventilated sheds, and graze freely on natural fodder. This humane approach not only benefits the animals but also results in higher milk quality. Moreover, milking is carried out in automatic parlours, ensuring no contamination from human hands. The product range of Cowboys has expanded from its initial offering of pure, undiluted milk. Today, they offer a wide range of products, including chemical-free fruits and vegetables, organic honey, ghee, cooking oil, and spices. The entire Cowboys product line is committed to maintaining the highest standards of quality and purity.

The Transition from IT to Dairy Farming:

Aalekh’s background in IT-related products might seem like an unlikely match for dairy farming, but it played a crucial role in his success. In 2013, he purchased a small farm in Jaipur for personal use. With only eight cows and a small patch of land for growing vegetables, Aalekh began his journey into agriculture. Lacking formal agricultural expertise, Aalekh turned to automation. Nearly every process on his farm was automated, allowing him to scale up operations. As his team gained experience, the farm’s output grew beyond his family’s needs, leading him to transform it into a full-fledged organic foods business. Once Aalekh standardized his operations, he developed a cold chain to transport milk to Delhi. In January 2015, Cowboys.desi was born, offering untouched, pure milk to consumers. Today, the farm houses around 450 cows and spans 160 acres, incorporating dairy farming, floriculture, horticulture, and vermicomposting.

The brand’s commitment to freshness is paramount. Cowboys.desi takes “fresh from the farm” seriously, ensuring that their products maintain their authenticity and quality.

A Bootstrapped Success Story:

Cowboys.desi, currently bootstrapped, achieved a remarkable feat by crossing the Rs 2 crore revenue mark in the last financial year. Their products are available in various retail outlets across South Delhi and Gurugram, with home delivery options in the same geographical area. Some products, such as honey, ghee, and mustard oil, can be found on e-commerce platforms like Amazon. Looking ahead, Cowboys.desi has plans to expand its reach to other areas of Delhi NCR and Tier II cities like Chandigarh and Jaipur. Market trials are underway for a pasteurized variant of cow’s milk, which offers an extended shelf life, a move that Aalekh hopes will accelerate the brand’s expansion.