A GormalOne Story · Est. 2017

This is the story of GormalOne — and the movement that learned to walk with the smallest farmer.

It began two decades ago, on foot, in the villages of rural India — long before there was a product, a platform, or even a name. Just a belief that the ground would speak, if someone finally stopped to listen.

Walk with us → The IDF 2025 story
30,000+ farmers800+ villages13 languagesIDF Innovation Award · 2025
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Why should a farmer remain poor

simply because she was born

with two cows

instead of twenty?

— The question that started everything.

See the answer
The Land

India produces more milk than any country on earth. Most of it is poured by hands no system ever counted.

India pours the milk of 80M smallholders — across 22 languages, among 850M rural Indians — worth 5% of the nation's GDP, larger than rice or wheat.

And until now, fewer than 2% of it was ever counted.

2% digitally connected — the rest, until now, uncounted.
India produces more milk than any country on earth

Most of it is poured by hands no system ever counted.

Less than 2% of India's dairy had ever been touched by technology — until now.
Origin · 2006 → Today

He stopped commuting to a bank in 2006. He started walking.

NITARA was not built in a boardroom. It was built over two decades of mud, milk and conversation — one founder, one question, and the long walk it took to answer it.

01 / 06
2006
The first step
Manish Jain — ex-Barclays, Deutsche Bank, Bank of America — leaves the financial markets and walks into India's villages. No product. No plan. Only questions.
One founder. One question. A twenty-year walk — that became a platform for thirty thousand.
The making of NITARA · 2006 → 2026
A NITARA field worker sitting and listening to a circle of farmers in a village
Listening · the method
"We stopped trying to sell technology. We started doing something older — we sat on the floor, we asked, and we listened."
A different answer

The answer wasn't a better app. It was a longer conversation.

The ground in rural India does not adopt anything because it is explained. It adopts what it has come to trust.

An interface in English fails at first contact. A demo on a stage fails by lunchtime. A promise from an outsider takes a season to dissolve.

So we stopped trying to sell technology. We started doing something older. We sat on the floor. We asked. We listened. We watched a farmer's hand do what no engineer had ever bothered to watch.

Trust is not a feature. It is a method.

The Method

We could only build "phygital" because we walked the ground first.

Domain expertise, twenty years deep, is the reason this method exists. Without it, our software would be like everyone else's — clever, well-intentioned, and ignored by the people it was meant for.

Field team sitting with women farmers in a village home
01

We walk in.

Before any pixel reaches a farmer, our field team has met her in her own home. We hold Farmer Group Meetings, drink her tea, and listen to what she has been needing for years before any of us arrived.

A field worker showing a farmer the result of the ₹4 mastitis paddle test on her own animal's milk
02

We prove it.

We do not ask for trust. We earn it — with a single, visible result on her own animal. Within a week she has seen something change that nobody else had bothered to show her in a lifetime of farming.

Field officers with farmers and a cow in the field, using a tablet
03

We stay.

We do not leave when the demo ends. The same field team that walked in continues to live in the geography, season after season, and the digital tools we build are an extension of their presence — not a replacement for it.

This is what we mean by "phygital":
physical first. digital, always after.

Built on 20 years of in-field dairy expertise.
Our Ground Heroes

They are not "support staff." They are the reason the platform works — every record it learns, it learns through them first.

100+ field heroes · 800+ villages · 5 states
Our Ground Heroes

Before any of this reaches a phone, it walks into a village.

We are not a remote technology company. We have a field force of men and women who live inside the geographies they serve — who know which farmer has lost a calf, which village is preparing for a wedding, which milk centre has fallen behind on its quality.

They are not "support staff." They are the reason the platform works. Everything the software learns, it learns through them first.

You will meet a few by representative names — Sonam & Soni in Uttar Pradesh, Sangeeta in Maharashtra, Koshindar with his digital insemination gun, and the field teams who walked Vasavad's six-month transformation. Most of the rest — by their own choice, by ours, and by the protection their work needs — will remain unnamed.
100+Field heroes on the ground
800+Villages they walk
5States, and counting
01
How trust is built

"Trust is not declared. It is observed — by a farmer, on her own animal, in seven days or less. Everything after that is a conversation."

02
How data reaches us

"Data does not arrive through a form. It arrives through a person she already trusts — recorded in the field, in her language, at the speed of a conversation."

03
How impact stays

"Impact stays because we do. The same field team that walked in lives in the geography, season after season — the software is an extension of their presence, never a replacement for it."

The ₹4 California Mastitis Test — four drops of milk on a paddle
Early mastitis
The Proof Moment · The ₹4 Mastitis Test

Four rupees. Seven days. One belief earned.

"Before we asked a farmer to trust an app, we asked her to trust her own eyes."

The California Mastitis Test. Four drops of milk on a paddle. Four rupees. The swirl reveals an infection that would have cost the farmer ten thousand rupees over the next lactation cycle.

What she sees, she cannot un-see. What she sees cure itself in seven days, she will not forget.

No advertisement we could write would convince her like a single drop of her own animal's milk did.

2,500
Tests run
1,700
Animals tested
~₹55L
Saved for farmers
The Faces

Numbers without faces are noise. These are the people behind the 30,000.

Each one of them taught us something the platform could not have learned on its own.

No. 01 — Sole earner
Two cows and one buffalo. None of them described. They are my whole life.
मेरी दो गाय और एक भैंस — ये ही मेरी पूरी ज़िंदगी हैं।
An ordinary morning

In a village somewhere in India, a dairy farmer wakes before five — the way she has for years. She has known her cow by name for nine of them. Now the app in her hand knows it too — every litre, every check-up, every breeding cycle she once kept only in her memory.

The same line — in thirteen Indian languages

A farmer should never have to learn a new language to use her own tools — so NITARA speaks hers. Here is that first sentence, "She wakes before five," in the languages of the families we walk with.

She wakes before five.
English
Villages That Poured

If one farmer can change in a season, a whole village can change in six months.

Two villages. The same method. The same arc — built first on trust, then on tools, then on the multiplier of one neighbour seeing another succeed.
The Case Studies

The before, and the after.

Vasavad and Mahobatpara, measured end to end — here is exactly what moved, month by month.

Case Study 01 · Vasavad, Gujarat · Jun → Dec 2025
HDFC Bank had put this village on red-alert for cattle lending. Six months later, several banks were competing to lend here.
+118%
milk collected · 6 months
Milk collected per month
May '25
36,000 L
Dec '25
78,460 L
↑ +118% in six months · ₹44.4 lakh additional annual income
Before → after
Active milk centres (VLCs)3→7
New cattle bought0 / day→10 / day
Bank lending statusRed-alert→Competitive
"₹44.4 lakh in additional annual dairy income — flowing into one village that no one was lending to six months ago."
— Vasavad Case Study · Jan 2026
Case Study 02 · Mahobatpara, Gujarat · Jan 2024 → Jan 2025
One VLC. One year. Milk collected grew by 103.6%. Payout per farmer nearly doubled.
+103.6%
milk per farmer · 1 year
Milk per farmer
Jan '24
26.5 L
Jan '25
47.46 L
↑ +103.6% · payout per farmer ₹1,136 → ₹2,020
Before → after
Payout per farmer₹1,136→₹2,020
Farmers onboardedFew→200+
VLC statusStruggling→Thriving
"Unlike traditional trends where milk yield dips in winter, output stayed stable through October, November and December."
— Mahobatpara Case Study · Mar 2025
More Stories From the Field

Every village holds a story. Here are a few we cannot stop telling.

Kambha · Gujarat
Kinjal conceived her cow in the first artificial insemination she ever paid for. The female calf, when grown, will be worth eight months of her income.
Vasavad · Gujarat
Naginbhai was a truck driver for twenty-two years. He started dairy ten months ago — and runs it entirely on our notifications, because he has no inherited knowledge to fall back on.
Gandu Nagla · UP
In Gandu Nagla, buffaloes that had failed insemination 20, 7, 6 and 4 times all conceived in the first try — once our field team brought the digital insemination gun.
Vasavad · Gujarat
Rekha Barad grew from one cow to eight cows and four calves in three years. Her village calls her "the woman who knew when to expand."
Karimpur & Sikanderpur · UP
Lavi, twenty, and Pankaj, twenty, both heard us speak at their village last year. They are now planning to sell their own brand of milk to retail customers in Noida.
Nanai · UP
A twelve-year-old girl in Nanai village knew every module of our Farmer App and could explain why each one mattered. Her name is Ayushi.
Bhaisoda · UP
Ajay Kumar left a corporate job in Delhi. In two years, he built a herd of six cows and two superior Sahiwal heifers — entirely through what our platform taught him.
Field Programme · Dec 2022 → Nov 2024
A small dairy in UP recovered ₹6 million in milk output value and ₹5.5 million in treatment costs through one campaign: the ₹4 mastitis test.
The Ripple

One village becomes eight hundred.
One farmer becomes thirty thousand.

Hover a highlighted state to see the count
30,000+
Farmers
1,50,000+
Cattle
800+
Villages
1,500+
Service providers
13
Indian languages
20+
Industry associations
100+
In-house team
1,400%
Community ROI per ₹1
The People Who Walk With Us

Not a logo wall. A constellation of choices.

The organisations who chose NITARA did not choose us for a feature. They chose us because they want to see actual change on the ground — and they had checked, themselves, that ours arrives.

01
Commercial Dairy Farmers

Run FarmPro across a 400-cattle organised farm — tracking workforce, productivity, and herd health from a single dashboard.

What used to take three managers a day, now takes one of them an hour. He is now mentoring two younger farmers in his region to do the same.

→ +18% productivity in twelve months.
02
Milk Procurement Organisations

Re-tool Village Level Collection Centres with our Connectors — replacing manual entry with live, real-time milk quality data.

Within a quarter: transit losses fell, adulteration was caught at source, and farmer payouts became transparent enough to win them back from a competitor.

→ Manual errors near zero. Trust restored.
03
Regional Dairies · Farmer Engagement

Activated NITARA across 12,000+ households to drive preventive cattle health, milk recording, and breeding outcomes.

The dairy went from "reactive sourcing" to "engineered supply" — and won an HUL net-zero commitment line from its parent group on the strength of the data alone.

→ Quality up. Volumes up. Renewal locked.
04
Impact & Development Foundations

Fund a multi-village cattle health programme measured end-to-end through Dairyverse — every rupee of CSR traceable to outcomes.

The foundation could finally show its board what its money did. Six thousand dairy farmers were registered into a comprehensive digital ecosystem. The board approved an expansion.

→ ROI made visible — at 1,400% community return.
05
Research Institutions

Co-author peer-reviewed studies on monitoring indicators for infertility in dairy animals, using our cattle-level field data.

The work was presented at the Tropentag Conference, 2024 — research that simply could not have been done on the basis of sample studies. India became a publishing voice in livestock data science.

→ Field data became academic record.
"They came in for our technology.
They stayed for what the technology was doing for their farmers."
An interactive · Try it

Every ₹1 you invest in NITARA returns up to ₹14 of community benefit.

You invest
₹10,000
×14multiplier
Community benefit
₹1,40,000
₹10,000
₹1,000Drag to feel it₹5,00,000
— from independent impact assessment of NITARA programmes
Santiago, Chile · 2025
IDF Dairy Innovation Award
"Innovation in Socio-Economic Sustainability in Farming."
What the world saw

From 130+ countries, the International Dairy Federation chose one.

In 2025, at the IDF World Dairy Summit in Santiago, Chile, NITARA was awarded the global benchmark for Socio-Economic Sustainability in Farming — endorsed by an expert jury drawn from the world's most established dairy economies.

In the same window, the platform was featured at the Tropentag Conference (2024) via Kumaraguru Institution research, and recognised by the World Organisation for Animal Health (WOAH).

"Nitara is amongst the few private players globally to be focussed on the small dairy farmer — and is probably the sole player to have mapped most of the cattle gene pool in India."— WOAH observation, 2025
Also recognised & certified
IDF Award2025 · Santiago
Tropentag2024 · Research Partner
WOAHGlobal Recognition
Startup IndiaCertified
Make in IndiaEndorsed
MSMERegistered
Why we walk

"Twenty years on the ground is not a talking point. It is the only honest place to begin."

— Manish Jain · Founder, GormalOne
What we believe

Every record makes the system smarter for the next farmer.

01
Grassroots first.

Every product decision begins with the farmer. If it does not work for her, it does not ship. Not in our roadmap, not in our pilots, not anywhere.

02
Data with dignity.

The farmer's data serves the farmer first. Never to extract value from her without a return she can hold in her hand.

03
Radical accessibility.

Thirteen languages. Offline. Built for the woman who has never typed a single word in her life — and the boy who took school leave to teach his mother how to use it.

04
Compounding impact.

Every record makes the system smarter. Every farmer onboarded teaches the platform something the next farmer will inherit, free of charge, on the day she joins.

Walk with us.

Four ways to begin — whichever one is yours, the door is already open.

Build If you build dairy genetics, animal health, feed, or finance — our 1,50,000-cattle dataset is a co-author waiting. → Procure If you run a milk procurement organisation — we have probably already met your farmers. → Fund If you fund impact — every ₹1 of NITARA returns up to ₹14 to the communities we measure. → Research If you research the future of dairy — the field is open, and the data is real. →
Start a conversation →
— Manish & Amee
Founders · GormalOne
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