A Ghee That Glows Under Moonlight? In a world where wellness meets mysticism, a Pune-based agritech startup, Two Brothers Organic Farms, has stirred up a conversation with its
In a world where wellness meets mysticism, a Pune-based agritech startup, Two Brothers Organic Farms, has stirred up a conversation with its new premium product—“Full Moon Ghee.” Backed by Zerodha co-founder Nithin Kamath, the startup claims that this ₹2,495 ghee (for 500 ml) is more than just clarified butter—it’s a “sensory experience” designed to capture the energy of the full moon. Made only 12 times a year on full moon nights, the ghee is being marketed as an Ayurvedic elixir, raising eyebrows across social media for its pricing and concept.
Co-founder Satyajit Hange explains that the product is crafted using ancient Ayurvedic practices. It is made from the A2 milk of free-grazing Gir cows, cultured into curd, and then churned into butter in the early hours between 4 am and 6 am on full moon days. The butter is then melted on a firewood flame to make ghee. According to Hange, the full moon’s cosmic influence—responsible for tidal changes and affecting the human body—enhances the ghee’s potency and spiritual value. The result, he claims, is a lactose-free, nutrient-rich product intended to boost wellness when consumed daily.
Two Brothers Organic Farms has steadily built a reputation in India’s organic market. With the investment support of Kamath, the brand is taking a bold leap into premium Ayurvedic offerings. Their website calls the Full Moon Ghee a “rare treasure,” and says the product is “Ayurveda-approved,” made in alignment with the lunar calendar. While the brand targets health-conscious consumers, yoga practitioners, and Ayurvedic followers, the lofty pricing and cosmic branding have also raised suspicions and skepticism, especially among urban buyers and nutritionists.
Despite the elaborate story behind it, netizens aren’t entirely sold. Many social media users on platforms like X (formerly Twitter) are mocking the idea, calling it a classic case of overpriced wellness marketing. Some say it’s just ghee wrapped in spiritual storytelling, while others defend the initiative as an attempt to revive ancient, holistic practices in a modern form. The online debate raises a familiar question—where do we draw the line between authenticity and gimmick in the wellness economy?
As consumer awareness grows, brands like Two Brothers Organic Farms are banking on tradition, storytelling, and science to co-exist. While their Full Moon Ghee has sparked controversy, it also shows the potential of blending culture with commerce. Whether it’s a miracle product or a luxury indulgence is up to the buyer, but one thing is certain—it’s got people talking. And in the world of branding, that kind of buzz is priceless. Perhaps that’s the real magic under the moonlight.
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Source – Money Control
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