From Lawyer to Donkey-Milk Pioneer: The Story of Aindhinai

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In the quiet town of Musiri (Trichy district, Tamil Nadu), Raju Joseph, armed with postgraduate law degrees, took an unexpected turn. In 2018, he launched Aindhinai Farmers Producer Company Ltd with just seven donkeys, two staff, and ₹15 lakh in seed money.

Humble Beginnings

Raju started his journey by rescuing and tenderly caring for those seven donkeys, several of whom were in poor health. He expanded his workforce and doubled down on creative livestock management with his wife, Baby Theresa, who runs operations.  

A Unique Product Line

What makes Aindhinai truly stand out is the diversity of donkey-based offerings:

  • Donkey milk (up to ₹5,000 per litre), favored by Ayurvedic practitioners and wellness enthusiasts.
  • Donkey urine and dung, sold too, priced around ₹250 per litre for urine.,
  • Handcrafted soaps, lip balms, aromatic donkey-hair amulets, and ‘sambrani’ (incense), each leveraging the tilting demand for natural, novel wellness products.

Their reach goes beyond local markets; more than 80% of their sales occur online, with the remainder coming via the farm outlet. In only five years, revenues grew from ₹60-70 thousand a month to a multi-crore turnover.  

Growth and Impact

The number of donkeys in Aindhinai’s herd has grown to about 45. Since its humble beginnings, the brand’s turnover has significantly increased to ₹1.5 crore. In addition to preserving a declining animal species, Raju Joseph’s strategy gives donkeys a significant role in sustainable agriculture and welfare.

Innovating leads to Commerical Sucesss

Raju Joseph and his team are innovating further. Upcoming plans include:

  • Donkey-milk capsules, crafted for health-conscious consumers.
  • Donkey-assisted therapy, inviting people to relax, de-stress, and reconnect with these gentle animals through healing petting sessions.
  • Online courses to mentor aspiring donkey-farmer entrepreneurs, a way to pay it forward and spread this unique knowledge.

Beyond its commercial success, Aindhinai is a remarkable example of creative enterprise based on tradition, wellbeing, and animal welfare. The company has expanded to a healthy ₹1.5 crore and is redefining sustainable innovation, having started with seven mistreated donkeys.

Also Read: From Topper to Backbencher: Vijay Shekhar Sharma’s Honest Journey

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