A Pune-based agritech startup is making waves on social media for its special "full moon ghee" that is prepared -- as the name suggests -- on full moon to capture the "energy and positivity of the night sky". Priced at Rs 2,495 for a 500ml jar, the organic product has sparked a discussion on X due to its unique marketing idea.
Manufactured by Two Brothers Organic Farms, which has the support of billionaire entrepreneur Nithin Kamath, this special ghee is prepared only 12 times a year -- corresponding with the full moons. "A rare treasure, crafted with care and tradition, our Full Moon Cultured Ghee is no less than a health wonder," the startup claimed on its website. "Made from the milk of free-grazed Gir cows, this ghee is churned on the waxing phase of the full moon, absorbing the energy and positivity of the night sky."
In a video on the site, co-founder Satyajit Hange said the "lactose free full moon ghee" is a "sensory experience". "It's an ancient ayurvedic elixir that's made only 12 times in a year. It's made from free-grazing gir cows' A2 milk."
Elaborating on the process, Hange added, "We take this milk, culture it to curds, and then early in the morning, between 4 am and 6 am, we churn these curds to get butter, which is melted on firewood. And all this happens on the full moon." Speaking about how the full moon affects the nature of the ghee, the Two Brothers' co-founder said that the phenomenon affects oceanic tides and the human body. A spoonful of this ghee every day makes for a delightful experience, Hange said. The website added that making the product under a full moon also enhances its potency.
But, social media users are not convinced.
A doctor and health educator, Dr Nandita Iyer, took to X to share that the use of "full moon" was only a marketing strategy to make their product more expensive.
"Looks like brands are getting new marketing ideas from my parody videos. Presenting -- full moon ghee," she wrote, adding in a separate comment that she thought Two Borthers was one of the "better brands". Another X user, Anand Sankar (@kalapian_), commented, "They do a lot of good work. Unfortunately, this one is cringe."
"Then they need to uphold some standard; this reeks of taking the customer for a fool," replied Dr Iyer.
Two Brothers Organic Farms raised Rs 58.2 crore in funds, led by Nikhil Kamath's Rainmatter
The agritech startup, however, appears to have the unwavering support of Kamath. Last year, the startup raised Rs 58.2 crore in funding led by Kamath's Rainmatter Foundation, The Economic Times reported.
On its website, the Two Brothers Organic Farms highlighted a quote by Kamath that read: "At Rainmatter Health, all of us are conscious of our health, and we keep having discussions about food, fitness, nutrition, and health. And we have always questioned stuff like 'Is the atta we consume safe?' or 'Does milk have harmful antibiotics?' These questions pushed us to find and support Indian startups trying to make Indians healthier."
"Two Brothers Organic Farms is one such startup. We've not only invested in them but also are customers -- enabling feedback for them. It's also amazing that the Two Brothers' team works with small farmers and improves their livelihood."
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