Cow urine goes mainstream! Emami, Anand Rathi cash in, BigBasket takes up distribution

When Bangalore-based Maa Gou Products (MGP) approached BigBasket to distribute its range of cow-urine based products in September, the online retailer agreed to do it on a trial basis.
The products were initially put in the ‘just in time’ category, which meant that BigBasket would not keep inventory, but would source them from the manufacturer when it received an order. As it turns out, the MGP range – which includes a floor cleaner, tooth powder, balm and face pack — has proved to be a hit, with monthly sales in Bangalore crossing Rs one lakh.
“They are fast moving products, so we have now decided to carry an inventory and offer them in all our centres,” says BigBasket CEO Hari Menon.
Started in 2011 with an investment of Rs 1.2 crore, MGP is the brainchild of five experienced businessmen, one of whom is the Kolkata-based Radhe Shyam Goenka, co-founder of Emami, who has been lending the cosmetics company’s expertise to the venture. Read More…