Left Qatar Job, Built Rs 15 Cr Yoghurt Biz With Ambanis & 5-Star Hotels as Clients
In an era where digital marketing, social media, and content marketing take centre stage, Nahaz Basheer took a different path to ensure his yogust-based products reached customers – distributing sample packs in malls – all by himself.
In the early stages of his entrepreneurial journey, Nahaz took it upon himself to promote his products by personally distributing free samples in public spaces. By using this grassroots-level marketing approach, he aimed to build consumers’ trust and raise awareness about his unique products.
Born and raised in a business-oriented family in Kerala, Nahaz learned the nuances of trade from his family’s tissue manufacturing business. In his early twenties, he secured a well-paying job in Qatar, but he quit to start something of his own.
Considering his background, Nahaz often encountered relatives who disapproved of his marketing efforts, as it was not expected of someone with his background.
Nahaz founded ‘Crèmberie’ in 2020.
Initially, his decision to start a yoghurt business received little encouragement from his family, who preferred the stability and predictability of conventional employment. “Except my mother, none understood my entrepreneurial endeavours,” he recalls.
Unfazed by his family’s initial disapproval, Nahaz remained resolute in his commitment. He understood the significance of staying true to his vision and was dedicated to making his business a success with a focus on introducing high-quality yoghurt to the Indian market.
Little did anyone know that this perseverance would soon earn him a place at the tables of some of India’s most elite, including the Ambani family weddings and opulent five-star hotels.
Behind building a successful business
Nahaz’s journey began far from India’s glitzy events. Staying in Qatar, his visits back to India exposed a stark absence — there was no high-quality, non-sour yoghurt like the kind he enjoyed in Qatar.
“In Kerala, yoghurt is a significant component in many culinary practices. We often pair rice with plain yoghurt or add it to marinate meat in dishes like mutton biryani, and it helps tenderise the meat. Beyond marination, yoghurt is used to ferment dishes in cooking,” he says.
Nahaz quit a lucrative job in Qatar to introduce high-quality yogurt to India.
Nahaz became accustomed to the taste and quality of yoghurt available in Qatar, which lacked the sourness typical of curd found in Kerala. This contrast in yoghurt quality and taste became apparent to Nahaz.
“Whenever I would return home for vacations, I would take yoghurt packets with me. The local curds available here were sourer,” he mentions.
This experience inspired him to create a yoghurt product in India.
Armed with an education in business and practical insights from his family ventures, Nahaz made a bold move — he left his job in Qatar to pursue his dream of providing quality yoghurt to the Indian market.
In 2020, he founded ‘Crèmberie’, a company that eventually grew successful by filling the gap he identified in the market.
Customers relish Crèmberie’s innovative flavours, like the spicy Sambharam yoghurt and fruit-based yoghurts.
Nahaz’s ambition met its first hurdle when he realised the magnitude of educating a market unfamiliar with his vision. Undeterred, he embarked on three years of intensive research and development, collaborating with dairy technology experts and exploring international markets for insights.
Nahaz knew his product needed exposure, and to gain traction, he decided on a bold strategy: he hit the streets, malls, and even metro stations, offering free samples of his yoghurt. Customers were hesitant at first, suspicious of the new taste and texture. Feedback varied: some loved it, others missed the traditional tart taste. Some friends and relatives mocked his persistence, seeing his efforts as futile.
Yet these experiences fortified Nahaz’s resolve. He absorbed meticulous feedback, tweaked his product, and invested his heart and soul into market research.
Making Ambanis & 5-star hotels his customers
Over time, Nahaz’s patience and perseverance paid off. Strategic partnerships, beginning with Kerala’s renowned Lulu Mall, validated his business concept. Gradually, the yoghurts found their way into leading supermarkets across Kerala, Karnataka, and Tamil Nadu, and collaborations with five-star hotels further bolstered the brand’s credibility.
Last year, Nahaz clocked an annual turnover of Rs 15 crores.
The brand’s crowning moment came unexpectedly when a representative from the Ambani family approached Nahaz. “The Ambanis ordered over 10,000 packs for both of their sons’ weddings. Guests like Bill Gates and Mark Zuckerberg tasted our creations. Our staff at the event saw them relish it. I was on cloud nine,” he says with pride.
“This opportunity was made possible due to the high quality of our product, which adheres to a zero-preservative philosophy. We use only 100 percent fresh milk and completely avoid adding any preservatives. Our commitment to maintaining a 100 percent germ-free cold chain management system ensures that the yoghurt’s temperature remains stable, which preserves its quality,” he adds.
The shelf life of their yoghurt is 16 days from the manufacturing date, but this requires it to be kept at the correct temperature. “Take our product out of refrigeration and keep it at normal room temperature for over five to six hours, and you’ll notice the difference from one kept properly chilled,” he adds.
Moreover, Nahaz’s products now enhance meals in five-star hotels and travel on flights, a long leap from his initial days of sampling in shopping centers.
Customers were particularly enamored with Crèmberie’s innovative flavours, like the spicy Sambharam yoghurt and fruit-based yoghurts.
One of his customers, Aneesh Moopil from Kochi, says, “Crèmberie’s yoghurt is a refreshing treat with just the right taste. It is my go-to choice for a light breakfast. Its Alphonso Mango flavoured yoghurt bursts with real mango flavour. My children relish it and it has become their favourite food.”
Reflecting on his incredible odyssey, Nahaz credits his success to the unwavering pursuit of quality and customer satisfaction. He didn’t merely sell yoghurt; he revolutionised perceptions, took calculated risks, and proved that indomitable determination can turn even the simplest dreams into something sublime.
As Crèmberie looks to expand further into the Indian market and beyond, Nahaz reflects on the lessons learned and the joys of doing what he loves. Last year, he clocked an annual turnover of Rs 15 crores.
“It’s not about money or increasing turnover. I feel like I’m not even working because I genuinely enjoy what I do. I wake up each day eager to do what I love. I’m not chasing something that brings stress. I’m working for myself, without anyone to judge me or tell me what to do. Also, it’s about embracing challenges head-on, listening to feedback, and, crucially, never losing faith. For me, each day presents a fresh opportunity to innovate and bring happiness to tables,” he adds.
Edited by Vidya Gowri; All images courtesy Nahaz Basheer
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