• Sidharth Vijayakumaran, co-founder of Madras Milk, says, “When I first started my company, people would ask how the animal was treated; but it was not a deciding factor for them to buy the milk. The price was.”
  • He adds that the focus has now switched to A2 milk and people aren’t really looking at organic any more. “But, then again, everything depends on the price. If the farmer is not paid well or on time, he is going to resort to practices such as using hormone injections, diluting milk with water or simply selling the animal to a slaughter house. At Madras Milk, we ensure that the farmers are paid on time. Because, if they are happy, the cattle is happy.