Sid’s Farm’s >80% Retention?

In this thought-provoking episode of The State of Retention Marketing, our host and Director of Product Marketing, Priyam Jha sits down with Tamal Chatterjee, Chief Growth Officer at Sids Farm, a premium D2C dairy brand that’s quietly redefining loyalty and trust in one of India’s most commoditized categories – milk. Tamal stresses upon the importance of product purity, operational transparency, and trust-driven brand building approach in this industry, over traditional notions of retention. Tamal brings in a unique concoction of grounded, yet sharply data-backed approach to brand building. With over 80% of their customers staying for more than two years, and a qualified lead-to-conversion rate of 36–40%, Sids Farm is quietly redefining brand loyalty. The conversation revolves around what sets the brand apart through its obsessive milk tests, other trust building exercises, and a completely in-house delivery operation system. Tamal explains that their customers don’t refer friends for discounts but because they believe in the product. He also shares interesting anecdotes, and highlights unique customer expectations, distinctive challenges and churn triggers, indigenous to the brand and the industry. He adds interesting insights on how Covid, the spending power of Gen Zs and a lot of other fascinating aspects affected the growth and success metrics of this brand and their products. Retention here is driven by deep emotional connect – through farm visits, educational initiatives, and thoughtful onboarding communications. Even without locking customers into fixed-term plans, Sids Farm has achieved sticky retention by becoming a brand that consumers not only use, but advocate for. With new launches in high-protein dairy, cereals, and baby food mixes, Sids Farm is proving that even the highly commoditized, low-margin milk category can breed serious customer love when trust, product quality, and thoughtful marketing align.