For those who are not familiar with Indian yoghurt also known as “tairu”, it’s renowned for its rich and creamy texture.
Throughout history, Indian yoghurt has been consumed in various forms and dishes, playing a versatile role in Indian cooking, from savoury curries and marinated meats to refreshing drinks and sweet desserts.
However, in Malaysia, Indian yoghurt isn’t readily available in regular grocery stores or supermarkets. It’s typically found only in Indian specialty stores.
Knowing that, Kiren Anand and his maternal uncle, Asokumar, founded Tairu Tycoon in 2021 after being retrenched during the COVID-19 pandemic to share the richness of Indian culture with Malaysians.
Tairu Tycoon is a yoghurt manufacturer and supplier based in Damansara Damai, Selangor.
Asokumar’s expertise in business development from his tenure in a multinational company provided them with the skills needed for their entrepreneurial journey.
Coming from a background as an airline pilot himself, Kiren told Vulcan Post, “While my direct business experience may have been limited, I had gained some exposure to business operations and management through various ventures and projects.”
From humble beginnings to thriving enterprise
What started as a home-based business has now blossomed into a full-fledged production unit with Tairu Tycoon’s dedication and commitment to growth.
With a team of four individuals, they have scaled up their production capacity to meet the growing demand for their products while maintaining the highest standards of quality and consistency.
At the beginning of their venture, they were only making 6kg of yoghurt per week and delivering to homes in the Klang Valley.
However, Tairu Tycoon has come a long way since its modest start in 2020.
Now, the company produces nearly 60kg of yoghurt daily and supplies to about 30 restaurants, cafes, and many grocery stores across the Klang Valley.
Some of their notable partnerships include supplying yoghurt and lassi to Ricksha KL, The British Raj, 51 Grocer, and BHK Freshmart and others.
“Working with such established brands has allowed us to showcase the quality and authenticity of our products to a broader audience, opening up new opportunities for expansion and market penetration,” said Kiren.
Expanding beyond traditional yoghurt offerings, the business now provides a variety of yoghurt-based products, including fruit parfaits and a diverse range of lassi flavours such as mango, strawberry, and more.
Keeping tairu traditional
Tairu Tycoon’s yoghurt is crafted using traditional Indian methods passed down through generations.
According Kiren, what distinguishes his brand of yoghurt from others is its superior quality, extended one-month shelf life, and the presence of live bacteria—which, according to him, is not actually present in most retail brands despite being advertised as such.
“Indian yoghurt has unfortunately garnered a bad reputation in Malaysia due to the prevalence of subpar quality curd in the market. Many offerings suffer from issues such as excessive sourness, watery consistency, and rapid spoilage, primarily stemming from less controlled fermentation processes.”
“We aim to address these concerns by offering a superior product that stays true to the essence of homemade tairu,” he said.
Also, by sourcing the finest quality cow milk from local dairy suppliers and employing unique fermentation methods, Tairu Tycoon ensures that each spoonful of yoghurt is packed with probiotics and nutrients, promoting gut health and overall well-being.
“By sourcing locally, we are not only supporting the local economy but also ensuring that our yoghurt is made from the freshest ingredients available,” Kiren added.
Navigating challenges with tenacity
The journey of building Tairu Tycoon has not been without its challenges.
One of the biggest challenges they faced was ensuring consistent quality and taste while scaling up their production to meet growing demand.
“Achieving this required careful planning, investment in equipment and facilities, but we also found innovative ways to keep the cost low without compromising quality” Kiren said.
Apart from that , financial challenges also posed hurdles along the way, particularly during the initial stages of setting up their production facilities and expanding their operations.
“We had to carefully manage our resources, seek financing options, and make strategic investments to ensure sustainable growth while maintaining profitability.”
“Juggling a new business venture fresh out of retrenchment was a fearful but transformative time for me personally,” Kiren shared.
Despite the obstacles, their proactive and adaptable approach have propelled Tairu Tycoon to new heights of success.
“We invested in research and development to refine our production processes, optimise our recipes, and introduce new product offerings that catered to evolving consumer preferences.”
“We also focused on building strong relationships with our suppliers, partners, and customers, fostering a sense of trust and collaboration that helped us navigate challenges together,” said the founder.
A vision for the future
As Tairu Tycoon continues to grow and innovate, Kiren and Asokumar are focused on solidifying their position as a leading provider of high-quality Indian yoghurt in Malaysia and beyond.
With plans to expand their market beyond the Klang Valley and diversify their product offerings, they are poised to make a lasting impact in the yoghurt industry and beyond.
“Our goal is to become a household name synonymous with quality, authenticity, and innovation in the yoghurt industry,” he said.
They are also in the process of setting up a production unit in Seremban, marking their first expansion outside of the Klang Valley.
“This move will allow us to reach new customers and strengthen our presence in central Malaysia.”
“Additionally, we aim to establish a strong foothold in key cities and urban centers outside the Klang Valley, leveraging our existing network of suppliers, partners, and customers to penetrate new markets effectively,” Kiren shared.
- You can learn more about their business here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Tairu Tycoon
