The Protein Superfood Of The Vikings: SkyrrUp Now In India!

During the era of the intrepid Vikings, Skyrr served as a vital source of sustenance on their arduous voyages, owing to its protein-rich composition and overall health benefits. As a fermented dairy product crafted from A2 cow milk, Skyrr boasts a distinctive taste reminiscent of tangy cheese, complemented by an exquisite creaminess and velvety texture.

With a legacy deeply ingrained in Icelandic culture and now embraced worldwide, Skyrr stands as a testament to the harmonious fusion of tradition and health-consciousness. Its natural richness in nutrients makes it a superior choice for those seeking a delectable snack that nourishes both body and soul.

Mr. Satyendra Narayan Dwivedi, a visionary with 38 years of industrial experience, possesses remarkable foresight and entrepreneurial spirit. His passion for the dairy industry led him to establish the dedicated vertical of M/s Bharat Skyr and Doodh, with a profound understanding of business planning, operations management, team building, market research, and overall management, Mr. Dwivedi is a dynamic and enterprising leader.

During a family vacation in Iceland, Mr. Dwivedi encountered skyr, a delightful and nutritious dairy snack, which ignited his curiosity. Drawing from his expertise and knowledge, he recognized India's protein deficiency and lactose intolerance, realizing the potential of introducing a product like Skyrrup to address the country's nutritional needs.

In pursuit of his vision, Mr. Dwivedi aims to bring the goodness of Icelandic skyr to Indian homes through Skyrrup, a healthy and delicious choice that provides essential protein to our diets. With a blend of passion, expertise, and a profound sense of purpose, Mr. Dwivedi's journey in the dairy industry continues to make a positive impact on India's nutrition landscape.

1. How do you see the FMCG industry evolving and growing in the coming years

In the fast developing world where changes are taking place at jet speed in every sphere of life, the FMCG industry has taken a turnaround and is operating in full swing where we could see a lot of new players coming in and occupying the open space. The rural market for FMCG has taken a deep plunge of 5% to 13% pre-covid. The e-commerce companies operating in the grocery segment saw an initial spike in demand as more people ordered online.

The demand for consumer packaged goods climbed sharply in some places while in others, household goods spending surged as well.

The demand for organic and natural ingredient-infused food products increased at an exponential growth rate.

2. What inspired you to come up with a product like Skyrrup? OR What was your thought behind bringing an Icelandic snack into the Indian market space?

The story began when I went to Iceland on a family vacation. As I toured a local market in Reykjavik, I encountered the healthy delicious “Skyr”. It was love at the first bite and my curiosity was piqued. My business partner, Jon Tryggvason, who was an Icelandic filmmaker and entrepreneur was instrumental in helping me explore this healthy secret of Vikings. I thought in the back of my mind that in India this healthy category is missing from the huge space and hence we should launch this In India under the brand name “Skyrrup”.

3. Can you briefly tell us about the brand and your vision behind Skyrrup

Skyr, pronounced "skeer," is an exquisite Icelandic dairy creation that transcends the realm of conventional yogurt. Rooted in tradition and meticulously crafted, Skyr takes its rightful place as a revered fresh cheese, crafted with passion and reverence.

Skyrrup is completely Lactose-Free, has Zero Preservatives, No Added Sugar, High Protein – up to 12gm and Low Fat. It has a shelf life of 25 days if kept at 4 degrees Celsius.

4. How does the brand aim to compete with other milk & protein-based snacks?

In this space, we don’t have a competition and as far as the Indian market is concerned we don’t have a competitive brand. We have the first-mover advantage to break through the General and Modern Trade Business.

5. What are the health benefits of consuming Skyrrup?

Skyrrup is rich in many nutrients that could benefit your health. It may also promote bone and heart health, and weight loss, help regulate blood sugar, and provide a good amount of protein with minimal amounts of carbs and fat. Overall, skyr is a nutritious food that can be a healthy addition to most diets.

6. Did you face any challenges with respect to the manufacturing of the product and expanding in the Indian market?

Initially, we got milk A2 from Indian cows but later we hired a training person to operate the plant was another challenge that we did by bringing an expert from Iceland. Now the biggest challenge is Sales and we are burning cash these days and trying to educate people about why Skyr is a daily supplement for all ages.

7. What are the trends that you feel are driving the FMCG industry? Do you think the trends will change in the upcoming years?

Today the digital space has given the brands a real push into reach and awareness factors as most of the people in today’s generation are digital / tech savvy & spend most of their time on social media specifically Instagram and Facebook reels where many brands are utilizing that platform for adverting by doing keywords and interest-based targeting which can reach right user at the right time. “The Smart Marketing” concept which is from Traditional to Digital has taken a complete turnaround in the advertising space too.

Yes, these trends are really working out as they are really cost-effective.

8. Brief us about the quality process of your product, What makes Skyrrup unique?

Testing of Milk is done at all parameters and we ensure that we maintain the standards for production. The chemical and microbiological testing is properly done and there is an SOP that is maintained and followed by all the workers.

9. Please tell us about your presence in India and your expansion plans. Do you plan to launch any more categories/variants anytime soon?

As of now, we have a presence in Del/NCR and Punjab. Planning to penetrate the North Geography both in B2B and B2C space.

Very soon we are going to launch Frozen Skyr – Gelato in the market of Delhi NCR & Skyr Greek Yogurt which would bring another pull in the market as we again do not have this brand new category in the Indian market. So, three brands under one category – Skyr –

1. Skyrrup.
2. Gelato &
3. Greek Yogurt

To know more, visit website - https://skyrrup.com