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Gaurav Taneja, also known as 'Flying Beast', is a popular YouTuber renowned for his fitness and lifestyle vlogs on 'Fit Muscle TV', has launched his own ghee brand Rosier Foods.
Initially known for sharing his pilot journey, Taneja faced a major career hiccup in 2020 when he lost his job, leading to a legal battle with airline authorities. Subsequently, he briefly studied Law at Delhi University before dropping out in 2023 to focus on his entrepreneurial ventures.
What is Rosier Foods?
Rosier Foods, Taneja's new venture, marks his entry into the organic food market with a focus on traditional Indian dairy products. Taneja said that the premium ghee is made from the milk of Indian Gir cows, which he personally cares for on his farms.
The ghee is produced using ancient Indian farming techniques involving the Vedic process, where the ghee is prepared in clay pots through the bilona method—a traditional way of churning curd to extract butter before turning it into ghee.
Launch and product details
The launch of Rosier Foods coincided with Chaitra Navratri, a significant festival marking the Hindu New Year, symbolizing new beginnings. Taneja took an innovative approach by using a blooper clip from his farm as a promotional video, where the curtain unveiling his brand name accidentally fell off before the planned reveal.
The clip, shared on April 10, 2024, on his Instagram, caught the attention of many. The product, priced at Rs. 1,350 for a 500 ml jar, is marketed primarily through online platforms like Amazon, Flipkart, and the brand’s official website.
Netizens reaction
Despite the buzz, the launch has not been without criticism. Many consumers have expressed concerns over the high cost of the ghee, arguing that it is unaffordable for the average middle-class consumer.
"Itna mehanga ghee had hai ek saal mei hi cost nikal loge, Bade log hi khareed sahkate h," a user wrote.
"This brand is running and selling since 2023, then what is this launch thing 🤔," another wrote.
"Aisa lag raha hai koi french company desi ghee ke market me aa gyi hai," a third wrote.
Taneja's foray into branded products follows a growing trend among Indian YouTubers diversifying into entrepreneurial roles. For instance, Kabita Singh with her 'Kabita's Kitchen Masala Mix', Bhuvan Bam with 'Youthiapa', Mumbaikar Nikhil with 'Label MN', and Tech burner with Layers and Overlays Clothing are all venturing beyond digital content creation into tangible product offerings.