Sterling Agro Industries Ltd. stands as a trailblazer in India’s dairy industry. For over three decades, it has shaped consumer preferences with its iconic brands—Nova and A-One—synonymous with premium quality and household trust across the nation.
With a formidable retail footprint throughout India, Sterling Agro has also expanded its reach to over 33 international markets. Its client roster includes leading institutions and corporate heavyweights such as Indian Railways, Nestlé, ITC Limited, and Air India, reinforcing its stature as a preferred bulk supplier.
The company operates three advanced manufacturing facilities strategically located in Haryana, Madhya Pradesh, and Uttar Pradesh. Each plant is anchored by dedicated research and development centers, ensuring consistent excellence and innovation in product quality. Importantly, all facilities are certified by HACCP and FSSC (FSSC 22000:2017 & ISO 9001:2015), and regularly undergo stringent inspections by the Export Inspection Agency, reaffirming Sterling Agro’s uncompromising standards.
Its product portfolio features a broad array of dairy essentials—from pure cow ghee, butter, paneer, and dahi to flavored milk, skimmed milk powder, and chhach—all meticulously crafted to meet global benchmarks of purity, taste, and nutrition.
In an exclusive dialogue with The Interview World, Ravin Saluja, Director of Sterling Agro Industries Ltd., articulates the driving vision behind the Nova brand. He sheds light on the company’s robust pipeline of new product development, its commitment to sustainable sourcing and ethical farming practices, and the strategic edge that sets Nova apart in a crowded market. Most importantly, he underscores the company’s unwavering focus on delivering safety, quality, and trust to consumers.
Here are the key takeaways from this insightful conversation.
Q: Sterling Agro has grown to become one of India’s leading dairy companies during the last three decades. What has been your core vision behind the Nova brand, and how has that evolved over the years?
A: At the heart of Nova lies a clear and unwavering vision—to deliver pure, high-quality dairy products that embody the trust and tradition of Indian households. While this foundational belief remains intact, we have progressively broadened our outlook to embrace innovation and sustainability.
Over time, we have infused modern technologies into our operations and diversified our product offerings. This evolution allows us to stay rooted in heritage while responding to the changing expectations of today’s discerning consumers.
Through this seamless blend of tradition and progress, we have not only upheld our promise of quality but also deepened our relevance in a dynamic marketplace. This enduring balance has been instrumental in cementing Nova as a name consumers trust and the industry respects.
Q: Nova offers a wide portfolio, from milk and butter to ghee and dairy whitener. How do you decide on new product development, and what role does R&D play in your innovation process?
A: At Nova, new product development is driven by a deep understanding of consumer insights, evolving market trends, and our unwavering commitment to health and nutrition. Our dedicated R&D team sits at the core of this innovation engine. Through rigorous research and continuous experimentation, they ensure every product meets our exacting quality standards.
Take, for example, the launch of our A2 Cow Ghee. This offering emerged from a clear consumer shift toward traditional, health-enhancing products. We identified the demand, validated it through scientific inquiry, and delivered a product that bridges time-honoured wellness with contemporary expectations.
By combining cutting-edge research with real-time consumer feedback, we create products that are not only nutritionally relevant but also culturally resonant. This harmony between modern health trends and traditional values defines our innovation strategy—and sets Nova apart in the dairy industry.
Q: Can you elaborate on Sterling Agro’s efforts toward sustainable sourcing and responsible farming practices, particularly in relation to the rural dairy ecosystem and farmer partnerships?
A: Sterling Agro champions sustainable sourcing and responsible farming at every level of its operations. We work hand-in-hand with over 150,000 farmers across India, equipping them with training in best practices, animal welfare, and eco-friendly agricultural techniques.
Our commitment goes beyond guidance. We actively promote the adoption of biogas and renewable energy solutions, helping dairy farms reduce their environmental footprint while boosting long-term cost efficiency. These initiatives deliver measurable gains—both economic and ecological.
By forging deep-rooted partnerships with rural communities, we not only strengthen our supply chain but also uplift the livelihoods of thousands of farmers. In doing so, we align profitability with purpose, ensuring sustainability remains a shared journey.
Q: With increasing competition in India’s dairy space from organized players and startups, what gives Nova its competitive edge in quality, pricing, or customer loyalty?
A: Nova’s competitive edge stems from an unwavering commitment to quality, affordability, and consumer trust. Our state-of-the-art manufacturing facilities uphold the highest international standards, ensuring that every product reflects excellence from source to shelf. At the same time, our streamlined supply chain enables us to deliver premium offerings at competitive prices.
With over three decades of legacy, we’ve cultivated deep and enduring customer loyalty—earned through consistent quality and brand integrity. But we don’t rest on history. We actively engage with our consumers, listen to their evolving preferences, and adapt with agility.
This relentless focus on quality, responsiveness, and value keeps Nova ahead of the curve, even in an increasingly crowded and competitive market.
Q: How does Nova Dairy ensure the quality and safety of its products?
A: At Nova Dairy, quality and safety are absolute priorities—never open to compromise. We enforce rigorous quality control protocols at every step of the production cycle, from milk collection to final packaging. Each facility houses advanced testing laboratories, where every batch undergoes meticulous analysis to meet and exceed both national and international safety standards.
But our efforts don’t stop at the factory gate. We work in close collaboration with our extensive farmer network, promoting strict hygiene practices and providing comprehensive training and resources to ensure the milk they produce is consistently top-grade.
Our commitment to excellence is validated through globally recognized certifications, including ISO 22000 and FSSC 22000. These standards reflect not only our dedication to product integrity but also our relentless pursuit of consumer trust and well-being.
