Strategic positioning and digital technologies in the dairy industry: The case of Kesar Farm

Kesar Farm, established during the COVID-19 pandemic near Jaipur, is a small-scale organic dairy enterprise that has successfully combined traditional dairy practices with modern technological innovations to create a sustainable business model. Founded by Shankar Choudhary and his family, the farm initially started with eight Gir cows and has since expanded its herd while maintaining a strong focus on animal welfare, organic feed, and chemical-free production. What distinguishes Kesar Farm from conventional dairies is its deliberate adoption of technology to complement its quality-driven approach. Key interventions include a Clean-in-Place (CIP) system for hygienic equipment maintenance, automated feed mixers for optimized cattle nutrition, and IoT-enabled health sensors that monitor cow activity and detect illness early. Additionally, cattle management software enables data-driven decision-making for breeding cycles and milk yield optimization. Renewable energy solutions such as biogas generation and solar power installations support sustainability, while eco-friendly vacuum-sealed packaging extends product shelf life and reinforces brand credibility. These measures, along with small-scale processing units for ghee and probiotic curd, have enabled Kesar Farm to diversify its portfolio and reach premium markets. Despite competition from established giants like Amul and Mother Dairy, the farm has cultivated a loyal customer base by emphasizing transparency, authenticity, and direct engagement with consumers. The case highlights how technology integration, combined with ethical farming and sustainable practices, can empower rural enterprises to compete in India’s rapidly evolving dairy sector while maintaining consumer trust and premium positioning.