Pune-based agritech brand Two Brothers Organic Farms has gained attention online for launching a high-priced “Full Moon Cultured Ghee”, claimed to be ayurveda-inspired and made only 12 times a year on full moon days. The 500ml jar is priced at ₹2,495.
What Makes This Ghee Unique
The startup says the ghee is made using milk from free-grazing Gir cows. It is cultured into curd, then churned between 4 am and 6 am, and cooked on firewood — all on full moon nights to capture its supposed “energy and positivity”. Co-founder Satyajit Hange described it as a “sensory experience” and an ancient ayurvedic elixir.
Support from Nithin Kamath
Zerodha co-founder Nithin Kamath invested in Two Brothers Organic Farms through his Rainmatter Foundation in 2023, leading a ₹58.2 crore funding round. Kamath also endorsed the brand’s focus on clean, safe, and healthy food practices and praised its work with small farmers.
Marketing Claims Spark Online Reactions
The startup’s claims have sparked widespread debate on social media. While some appreciated the startup’s broader work, many users criticized the “full moon” element as a marketing gimmick. Health educator Dr. Nandita Iyer said it seemed like a strategy to raise prices. Another user called the move “cringe”, suggesting it lowered the brand’s credibility.
Startup Defends Product Philosophy
Despite the online backlash, the brand continues to promote its ayurvedic principles and traditional processes. The website describes the ghee as a health-focused artisanal product enhanced by lunar influence.
Funding and Mission
The startup emphasizes its commitment to improving Indian health standards and farmer livelihoods. Kamath’s quote on their site highlights a shared vision of clean food, transparency, and feedback-driven product development.
A Blend of Wellness and Marketing
While the brand’s wellness-centric narrative has helped it stand out, its lunar-themed pitch has also raised questions about science versus sentiment in modern health branding.
