Journey from Orphan to ‘Dairy Godfather’: Niu Gensheng
The remarkable story of Niu Gensheng, dubbed China’s ‘Dairy Godfather’, traces an extraordinary rise from being sold as a baby for ₹600 to founding Mengniu Dairy, one of China’s largest dairy companies. Raised in poverty in Inner Mongolia and orphaned young, Niu began his career as a bottle washer at Yili, later rising to Vice-President. In 1999, amidst internal company politics, he boldly launched Mengniu with a capital of 10 million yuan, targeting rural markets with localized marketing and competitive pricing.
By 2005, Mengniu surpassed Yili to become China’s leading dairy brand. Niu’s business mantra — “betraying common sense” — guided him to new markets. In 2015, he expanded to Southeast Asia with Aice, an affordable ice cream brand priced at just 6-10 US cents. By tailoring flavors to local preferences and supporting small retailers with free freezers and subsidies, Aice now dominates over 1,200 districts in Indonesia with ₹3,420 crore in annual revenues.
Beyond profits, Niu champions social impact, funding education and healthcare in rural China. His consumer-first, high-volume, low-margin strategy has transformed him into a business icon across Asia.
Industry Insight:
Niu’s journey underscores the power of rural markets, localized product strategies, and socially responsible entrepreneurship — valuable lessons for Indian dairy entrepreneurs navigating emerging Southeast Asian and Tier-II/III city markets.
Source : Dairynews7x7 April 16th 2025 Hindustan Times
