India, Feb. 20 -- In India, milk is more than a staple; it is also a trust problem in many homes. As the media digs deep into antibiotic-laden dairy, adulterated milk and synthetic paneer, consumer trust has begun to fray. Although brands continue to assure their buyers about product quality, they often fail to back up 'purity' claims with verifiable evidence.

The concept of Sid's Farm took shape when Dr Kishore Kumar Indukuri returned to India after years in the US. He was not looking to disrupt an industry; he was a father trying to buy good-quality milk for his two-year-old son. What he found instead was a maze of tall claims and very little supporting evidence.

With a background in quality engineering at Intel, an IIT Kharagpur degr...