No IIT, IIM: Lucknow techie quit Rs 1 crore job in Dubai. How her mother's diabetes diagnosis lead her to build a brand that generated more than Rs 2 crore per year

Leaving a high-paying job can be daunting. Getting another job in this economy can be next to impossible, and what if your business doesn’t take off? However, sometimes taking a calculated risk can and does pay off. Aarohi Surya didn’t hesitate to walk away from her cushy job in Dubai that paid over Rs 1 crore per year after seven years to build a dairy-free startup in India. In 2022, she built the oatmilk brand Dancing Cow with her husband, Anmol Goel. Today, the oat milk startup generates Rs 2.2 crore in annual revenue and serves over 1.25 lakh customers.

Aarohi experienced a significant lifestyle change upon her return to India. In Dubai, vegan cuisine and dairy-free items were readily available, but locating similar options in Lucknow turned out to be significantly more challenging. At that same period, her mother received a diabetes diagnosis, and the physician advised removing dairy from her meals. This experience motivated Aarohi to investigate the plant-based food sector, especially oat milk as a substitute for traditional dairy. In 2022, she and her husband, Anmol Goel, founded Dancing Cow. The pair funded the project independently, putting in Rs 65 lakh from their own savings.

They aimed to create a non-dairy drink that could mimic the flavour, consistency, and adaptability of conventional milk while providing an option for those wishing to steer clear of lactose.

Ten Months Of Investigation Before Launch

Creating an appropriate oat milk recipe turned out to be more challenging than the founders expected. The team dedicated almost ten months to testing ingredients and perfecting the recipe to obtain a tasty flavour, appealing nutritional properties, and adaptability for daily use.

The product was required to be effective in common preparations like tea, coffee, porridge, and desserts instead of being only a standalone drink.

After finalising the formulation, the founders faced another challenge: securing an appropriate manufacturing partner. At that time, only a handful of plant-based milk companies in India had their own manufacturing plants. Aarohi made several trips to Pune to locate factories able to produce the drink. Following talks with various dairy producers, the founders chose a facility that satisfied their cleanliness and sanitation standards.

Dancing Cow made its market debut in March 2023 with a pair of products.

Its Oatish Extra Creamy Oat Milk was created as an alternative to regular milk for drinks and cooking. The second product, Oatish Rich Chocolate Milk, targeted consumers seeking a convenient chocolate drink.

A Profitable Venture

According to Startup Pedia, in its first year, Dancing Cow served nearly 30,000 clients and earned Rs 90 lakh. The founders expanded their network of restaurants and eateries. Gradually, more than 500 cafes and restaurants across India had purchased oat milk for coffee, tea, desserts. In FY25, their client base grew to more than 1.25 lakh, and their annual revenue became Rs 2.2 crore.

According to LinkedIn, Aarohi holds an MBA from IMT Dubai.