Popular YouTuber Gaurav Taneja, widely known as ‘Flying Beast’ in the digital sphere, has embarked on a new entrepreneurial journey with the launch of his own ghee brand, Rosier Foods. Taneja, who gained prominence through his fitness journey documented on his YouTube channel ‘Fit Muscle TV’, has now ventured into farming to bring his vision of quality food products to fruition.
In a recent vlog, Taneja shared insights into his farming endeavors, detailing the acquisition of Indian Gir cows from Gujarat and their meticulous care on his farms. Embracing traditional Bharat farming techniques, Taneja’s mission is to uphold the legacy of authentic agricultural practices while delivering superior-quality food products to consumers.
Rosier Foods’ ghee is crafted using the Vedic process, meticulously prepared in clay pots on Taneja’s farm, ensuring organic purity and authenticity. The production process involves meticulous steps, including sourcing free-grazing cow milk, boiling, chilling, inoculating with starter culture, and churning using the traditional bilona method.
The official launch of Rosier Foods’ ghee coincided with the auspicious occasion of Chaitra Navratri, marking the onset of the Hindu New Year. Positioned as a premium offering, Rosier Foods’ ghee is priced at Rs. 1,350 for a 500 ml pack, catering to discerning consumers who prioritize quality and authenticity in their food choices.
However, despite garnering attention and interest from consumers, the premium pricing of Rosier Foods’ ghee has sparked criticism from some quarters. Concerns have been raised regarding the affordability of the product, prompting discussions about pricing strategies and accessibility.
Taneja’s foray into the food industry mirrors a growing trend among Indian YouTubers diversifying into entrepreneurship. Notable examples include Kabita Singh’s ‘Kabita’s Kitchen Masala Mix’, Bhuvan Bam’s D2C brand ‘Youthiapa’, and Mumbaikar Nikhil’s clothing brand ‘Label MN’, alongside Tech Burner’s ‘Layers and Overlays Clothing’.
As Taneja ventures into the competitive landscape of the food industry, his commitment to quality, authenticity, and traditional farming practices sets Rosier Foods apart, positioning it as a promising player in the evolving market of premium food products. With consumer preferences shifting towards organic and ethically sourced offerings, Rosier Foods’ ghee aims to carve a niche for itself, catering to a discerning audience seeking purity and authenticity in every bite.
