How did cow urine travel from the floors of tabelas to store shelves, and homes across India?

It’s a ritual Girish MatreBSE -4.51 % religiously performs every Sunday. After gulping down vodka shots on Friday, the Bengaluru-based techie tries another ‘shot’ to detox over the weekend: gomutra shots or distilled cow urine. “I can’t live without it,” says the 35 year old as he runs through its benefits: it’s healthy and builds immunity.

Okay. But what of the pungent smell? “It’s not caustic,” he says. Reason: the brand of distilled cow urine he consumes – A2 Naturals – removes ammonia before packaging.

Years ago, our grandmothers, often given to idioms with a rather graphic turn of phrase, would liken a long and pointless discussion to a cow taking a leak. But today gomutra itself is worthy of discussion: quite possibly the most unlikely ingredient in a success story. Read more…