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Dr. Setlem, a seasoned entrepreneur with over 25 years of experience, is an influential figure in the field of food processing, dairy, and nutrition. His journey began in 1995, when he entered the world of packaged drinking water and mineral water manufacturing, alongside a focus on corporate agriculture. His early entrepreneurial endeavours laid the foundation for a diversified career that would span multiple sectors and geographies. After establishing a presence in the Gulf region, Dr. Setlem founded GETOMAN LLC, a company that expanded into food processing and agri-commodity trading. His next major venture, ZAKI FOODS, a dairy and beverage products manufacturing company based in Oman, further solidified his reputation as a visionary in the food and nutrition sector.
However, Dr. Setlem’s most significant contributions came after relocating to India. In 2017 and 2018, he founded two companies—Womenova Agro Food Park Pvt Ltd and Indigene Protein Foods Pvt Ltd—aiming to establish a world-class food processing cluster. Located in the outskirts of Hyderabad, Telangana, the Womenova facility produces high-end dairy products under the KINE brand, along with proteins like whey protein isolate and functional foods. The company's other registered brand, COMPANION, is known for its nutritional bars and therapeutic foods, catering to the growing demand for healthy and functional food options.
Dr. Setlem: The Multifaceted Force behind Womenova Agro Food Park
Dr. Setlem’s entrepreneurial success can be attributed to his vast experience in various business domains, including strategic planning, operations, finance, profitability, and supply chain management. His expertise spans a wide range of areas, allowing him to handle complex business environments with ease. His leadership style is built on a foundation of integrated competencies, which have propelled him to succeed in industries as diverse as FMCG, food processing, and human nutrition.
Through his partnership with international business giants like WJ Towel, FACOR [UC LLC], and Ali Shaihani Foods in the Sultanate of Oman, Dr. Setlem developed a comprehensive outlook on the food sector. He is known for his thorough approach and dedication to improving manufacturing processes, distribution, and value addition. His ability to blend innovation, scale, and official support has driven performance improvements across several industries, particularly in the FMCG and food processing sectors.
Innovation in Health and Wellness Products
Dr. Setlem’s passion for wellness is at the heart of his entrepreneurial journey. Having successfully developed and placed over 20 health and wellness products on the market, he is driven by a deep commitment to offering high-quality, innovative products that promote holistic health. His dedication to improving people’s well-being is evident in his creation of ready-to-eat food products that preserve the nutritional benefits of ingredients without altering their bioavailability.
Dr. Setlem’s academic background further fuels his passion for innovation. He graduated with a degree in Veterinary Science from A.P. Agricultural University, Tirupati, Andhra Pradesh, before obtaining a Master's degree in Dairy Business Management from the same institution. He further enhanced his knowledge by pursuing higher education in nutrition at Sultan Qabos University in Oman. Dr. Setlem’s collaborations with esteemed research institutions like CFTRI (Mysore), NDRI (India), and South Dakota State University (USA) have also contributed to his deep expertise in the fields of food science, nutrition, and functional foods.
Womenova’s MILK innovation – Introducing KINE milk and its derivatives in Nutritional segment
The founding of Womenova Agro Food Park was a natural progression of Dr. Setlem’s vision to rediscover and unearth the hidden potential of Indian dairy. He recognized that while the Indian dairy sector has tremendous opportunities, certain key challenges, such as limited technology usage or under usage of advancements in the technology and difficulties in clean milk procurement and delivery, hindered the growth of the industry. By establishing Womenova, Dr. Setlem aimed to create a platform that would not only address these issues but also promote value-added products that really contribute to the nutrition of consumers.
One of the company’s flagship KINE products - A2 milk is set to revolutionise the market benefitting thousands of consumers. In India, only few suppliers sell upto 1000 liters of A2 milk per day, due to operational challenges and resource limitations. Womenova aims to change this by focusing on procuring high-quality A2 milk from contracted gated farms, implementing a state-of-the-art milk processing system, and offering competitive prices—15% lower than the market average—without compromising on quality. The unique selling proposition of KINE A2 milk lies in its easier digestibility, nutritional superiority, and closer alignment with ancestral milk varieties.
The company’s core values emphasize the importance of nutrition. According to Dr. Setlem, “We don’t just sell milk, but more nutrition.” Protein Milk, Nutritious Milk, Yogurt, Laban are some of the most sought products introduced in the markets. Womenova plans to scale its operations by delivering premium, antibiotic-free, and unadulterated milk to consumers through efficient distribution systems. The company has also placed a significant focus on increasing female participation in its workforce, which aligns with its broader vision of social inclusion and empowerment.
Market Positioning and Brand Strategy
Dr. Setlem’s approach to brand positioning focuses on delivering a product that combines premium quality with accessibility. Womenova aims to position the KINE brand as a premium yet affordable product that offers consumers superior nutrition, taste, and value. With an emphasis on quality production standards, world-class packaging, and a clean, emotional appeal, the company seeks to build consumer trust and loyalty.
To achieve this, Womenova employs a variety of marketing strategies, including community engagement initiatives, word-of-mouth campaigns, in-store sampling, and scientific backing from health professionals. The company also uses digital marketing and social media platforms to communicate the unique benefits of A2 milk and other dairy products. Through its targeted marketing efforts, Womenova aims to differentiate its products in a competitive market and position itself as the go-to choice for gut health, eco-friendly packaging, and premium dairy products.
Leveraging Technology for Innovation and Growth
In today’s fast-evolving food and beverage landscape, technology plays a crucial role in driving product innovation and improving operational efficiency. For Womenova, integrating technology into its operations is a key priority. The company utilizes advanced technologies to enhance production processes, streamline the supply chain, and ensure the freshness and quality of its products.
Womenova has implemented blockchain-based solutions to optimize supply chain operations and reduce spoilage, ensuring better traceability of its milk and dairy products. Additionally, the company plans to adopt Internet of Things (IoT) technologies in farm operations to monitor quality and ensure efficient milk procurement. In terms of production, predictive maintenance tools and faster processing systems help minimize labor costs and improve efficiency.
Customer satisfaction is another area where technology plays a key role. Womenova has implemented e-commerce platforms, retail stores, and subscription models to provide consumers with greater convenience and accessibility. The company is also investing in data analytics, CRM systems, and AI-driven marketing tools to create more personalized customer experiences.
Sustainability and Ethical Practices
Sustainability is a cornerstone of Womenova’s operations. Dr. Setlem is committed to making Womenova one of the first green dairy processing units in India. To this end, the company has implemented several initiatives to reduce its environmental impact. These initiatives include the establishment of a green wetlands technology effluent treatment plant with zero discharge, the use of eco-friendly packaging materials, and the development of water recycling systems to minimize waste. Womenova is also exploring renewable energy options, including the installation of solar panels to power its operations.
In addition to environmental sustainability, Womenova prioritizes ethical sourcing and social responsibility. The company supports local farmers and MSMEs by sourcing milk from sustainable producers and consumables from local businesses. The company also prioritizes worker welfare, ensuring safe working conditions and fair wages for its employees.
The Future of Womenova Agro Food Park
As Womenova continues to expand its operations and diversify its product offerings, Dr. Setlem envisions a future where the company plays a leading role in India’s food processing and dairy industry. With plans to establish a cheese and whey powder plant in Tirupati, Andhra Pradesh, and a projected valuation of Rs 3000 crore in the next five years, Womenova is poised for significant growth.
The company’s growth strategy includes a hybrid market approach that combines B2B, D2C, and B2C channels to reach a wider customer base. This multifaceted approach enables Womenova to penetrate the market more quickly, establish its brand, and generate higher revenue.
Womenova's ability to innovate and stay ahead of market trends, coupled with its commitment to sustainability, ethical sourcing, and customer satisfaction, positions it for long-term success in the competitive food and beverage industry.
The Road Ahead
Dr. Setlem’s entrepreneurial journey is a testament to the power of innovation, resilience, and forward-thinking. From his early ventures in the water and agriculture sectors to his groundbreaking work in food processing and dairy, Dr. Setlem has consistently demonstrated his ability to create impactful businesses that address the evolving needs of consumers. With Womenova Agro Food Park, he is poised to revolutionize India’s dairy and food processing industry, offering consumers high-quality, nutritious, and sustainable products while promoting ethical practices and social inclusion.
As the company expands its reach and diversifies its product portfolio, Womenova is on track to become a major player in the Indian and global food markets, shaping the future of dairy and nutrition.
