Aarohi Surya builds Dancing Cow oat-milk brand in India
Aarohi Surya began developing Dancing Cow after returning from Dubai to Lucknow and finding fewer plant-based products than she had been used to in the United Arab Emirates. Vegan foods and dairy-free alternatives were more readily available in Dubai, while comparable products were harder for her to find in India.
Surya left an overseas corporate position with an annual salary of ₹1 crore. Her experience as a consumer preceded the creation of a business focused on oat milk and other plant-based beverages. Dancing Cow entered the market commercially in March 2023.
Products and positioning
Oat milk is made from oats and water, although recipes differ between manufacturers. Products may contain added vitamins and minerals and can be used in coffee, smoothies, breakfast cereals and other drinks. Unlike dairy milk, oat milk contains neither lactose nor proteins derived from dairy.
The nutritional profile of oat milk is not the same as that of cow’s milk, particularly in protein content. Product labels therefore provide information for consumers comparing plant-based drinks with conventional dairy. Oat milk can serve people following vegan or dairy-free diets, as well as some consumers avoiding lactose.
A market alongside dairy
India’s dairy market includes milk-producing farmers, cooperatives, processors and broad distribution networks. Milk is widely consumed by households, while curd, paneer, butter, ghee and other products account for substantial parts of the wider dairy sector. Plant-based drinks occupy a separate segment that includes oat, soy, almond and other alternatives.
Companies in this segment must address pricing, taste, availability, consumer awareness and repeat purchasing. Access beyond large urban markets can also be difficult, where conventional dairy products are familiar and widely distributed. Manufacturers must additionally manage sourcing, formulation, shelf stability, food safety, packaging and applicable labelling requirements.
Dancing Cow reports earnings of ₹2.2 crore. That figure does not by itself show whether the company is profitable, since profitability would also depend on expenses, sales channels, distribution and the period covered by the reported amount. The brand’s commercial launch places it within India’s developing plant-based beverage market, where alternative drinks compete with dairy for some uses, including coffee and breakfast consumption.
