Mystical Marketing or Masterpiece? Why Full Moon Ghee Is the Talk of the Town

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Two Brothers Organic Farms-which is run by a Pune-based agritech startup-backed by Zerodha co-founder Nithin Kamath-have started a boiling controversy with the release of its newest product: 'Full Moon Ghee' for a staggering ₹2,495 per jar, which measures 500ml. The ghee, hailed as a "sensory experience" and "ancient Ayurvedic elixir," is being produced only 12 times every year, strictly on full moon days, on the promise that it will bring with it "cosmic energy" and "the positivity of the night sky.

Key Highlights:

Distinctive Production Process: The ghee is produced from free-grazing Gir cows' A2 milk, churned between 4 a.m. and 6 a.m. on full moon nights, and cooked on a firewood flame. The founders assert the lunar cycle affects the product's effectiveness, comparing it to the moon's impact on tides and human biology.
Premium Positioning: At ₹2,495 for 500ml, the product is presented as a rare, lactose-free health elixir, made with tradition and care, and in limited quantities every year.
Internet Reacts: Twitter users have received the cosmic claims with derision and humor. Nutritionist Dr. Nandita Iyer ridiculed the marketing as "parody-worthy," while others described it as "cringe" and blamed the brand for "taking the customer for a fool."
Investor Support: In spite of the recent criticism, the startup has the support of investors, having raised more than ₹58 crore in 2024 at a round led by Kamath's Rainmatter Foundation. Kamath believes in the brand's health and transparency focus.
Brand Purpose: Two Brothers Organic Farms upholds its faith in organic, conventional farming and helping small farmers, although this new venture has polarized opinion regarding its authenticity and worth.

The 'Full Moon Ghee' has fast become a lightning rod for discussion regarding wellness marketing, conventional practices, and consumer disbelief in India's online marketplace.

Source: Moneycontrol, Financial Express, News18, NewsBytes