From Baby Sold for ₹600 to Building a ₹3,400 Crore Empire: The Inspiring Journey of the 'Dairy Godfather'

The tale of Niu Gensheng, popularly referred to as the "Dairy Godfather," is a rags-to-riches story of determination, drive, and entrepreneurship. Born poor in Inner Mongolia, China, Niu's life started in unimaginable adversity. A few days after his birth, his poor parents sold him to a cattle breeder for a mere 50 yuan (around ₹600). This modest start paved the way for a path that would take him to become a multi-billion yuan tycoon.

Niu had a tough beginning. When he was eight, his adoptive father lost all that he owned in a political struggle, leaving Niu to do manual work to survive. Both of his adoptive parents died, and he was left to look out for himself. Niu kept going despite this.

In 1983, Niu started as a bottle washer for a dairy plant that would grow to become the Yili dairy company, among China's leaders in dairy manufacturing. For ten years, he rose through ranks, learning things by doing and acquiring intimate expertise in production procedure. By the year 1992, he had reached a level of Vice-President of Operations and Production at a salary that exceeded one million yuan annually. But internal politics and rivalry prompted him to quit Yili, and in 1999, Niu established Mengniu Dairy with a capital of 10 million yuan.

Mengniu Dairy's success was fueled by Niu's creative marketing techniques and expansion into neglected rural markets. The company reached 2004 revenue of 7.2 billion yuan, outpacing Yili to the number one dairy brand in China. Niu's business strategy, which he likened as "betraying common sense," stressed high volume and low margin, bringing quality goods to low-income consumers.

In 2015, Niu broke into Southeast Asia, introducing Aice, a brand of ice cream that tapped local palates and affordability. Aice's popularity was driven by its exclusivity in flavors, including durian and coconut milk coffee, and its backing of small retailers through freezers and electricity subsidies. The move not only spurred sales but also helped cement communal bonds.

Now, Niu Gensheng's business empire stretches from the rolling grasslands of China to the streets of Jakarta and has earned him the nickname "Dairy Godfather." It is a reflection of the strength of perseverance, shrewdness, and empathy. From being sold at infancy for ₹600 to ruling an ₹3,400 crore empire, Niu's journey motivates entrepreneurs and dreamers across the globe to rise above adversity and chase their dreams.