O'RIGHT

What O'RIGHT does

O'RIGHT (legal entity: QBOID IOTECH Private Limited) is a Gurugram-based dairy-technology startup founded in 2019 that builds an integrated platform for digitizing India's dairy supply chain from village collection center to processing factory. The company operates across four interlocking product lines: a portfolio of five IoT-enabled milk testing devices (Milkoreader, Milkoright, Oright Sense, Ekomilk, and Oright Milkopure) that measure composition and detect adulteration at village collection points; the OPe fintech platform offering AePS, DMT, and bill payment services through Airtel Payments Bank rails; an all-in-one marketplace for agri inputs, silage, livestock insurance, and dairy supplies; and a suite of cloud-connected software modules (e-DPU, Farmer Module, Collection & Chilling Center Module, Traceability) all unified through an iOS and Android mobile app.

The company serves three primary customer segments: dairy farmers who pour milk at village centers, dairy cooperatives and processors (including Amul, Saras, and Madhusudan) who need procurement digitization and traceability, and a grassroots network of Village Level Influencers, agents, and rural retailer Customer Service Points who distribute financial services and marketplace products. Revenue is generated through four streams: hardware device sales, SaaS/software subscriptions to processors, transaction fees on AePS/DMT/bill payments, and marketplace commissions on agri-input sales.

The company has raised $1 million in seed funding led by Aeravti Ventures in September 2024 and employs 51-100 people. Technology is verified by NDDB and NDRI, and the company partners with Airtel Payments Bank, Pahal FSPL, and the Reserve Bank Innovation Hub. Distribution is mobile-first with deep rural penetration through agents and VLIs; no pricing is publicly disclosed, suggesting B2B quote-based contracts with cooperative processors and volume-based transactional fintech economics at the agent level.

Name

O'RIGHT

Legal name

QBOID IOTECH Private Limited

Website

https://oright.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

O'RIGHT is a Gurugram-based dairy-tech startup that digitizes India's dairy supply chain through IoT milk testing devices, fintech services (AePS/DMT), a rural marketplace, and cloud-connected software for cooperatives, processors, farmers, agents, and rural retailers.

Ownership category

akta.pro rank

Product category

Dairy Supply Chain Technology

NAICS

Dairy Cattle and Milk Production (112120), Fluid Milk Manufacturing (311511)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro industry

PRIMARYAFAAAIAD

Milk Quality Testing & Sampling Equipment (SCC, Conductivity, Analyzers)

Agriculture & Food Production/Agricultural Equipment & Technology/Livestock & Dairy Farm Equipment (Milking, Feeding, Monitoring)

SECONDARYAFAEACAO

Dairy Farm Data, Monitoring & Precision Dairy Operations

Agriculture & Food Production/Animal Production & Aquaculture/Dairy Cattle Farming

Keywords

• Dairy supply chain
• Milk testing devices
• Rural fintech services
• IoT dairy solutions
• Agri-input marketplace

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Hardware Device Sales: Sale of IoT-enabled milk testing devices (Milkoright, Milkoreader, Ekomilk, Oright Sense, Milkopure) to dairy cooperatives, collection centers, and processors for milk quality testing and data collection.
2. Financial Transaction Services: Commissions earned from AePS transactions, domestic money transfers (DMT), and bill payment services processed through the OPe platform by agents and retailers.
3. Marketplace Commission: Commission from facilitating transactions on the all-in-one marketplace for agri inputs, livestock insurance, silage, and dairy supplies between farmers and retailers.
4. SaaS/Software Platform: Cloud-based software solutions for dairy procurement, supply chain management, traceability, and analytics provided to processors and dairy businesses.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

O'RIGHT manufactures and sells IoT-enabled milk testing devices (Milkoreader, Milkoright, Oright Sense, Ekomilk, Milkopure) that detect adulteration and measure composition at village collection centers. The company also operates OPe, a fintech platform providing AePS, DMT, and bill payments for rural financial inclusion, along with cloud-based software for dairy procurement traceability and an online marketplace for agri inputs and dairy supplies.

Product overview

ORIGHT operates as a modular dairy-tech platform combining IoT hardware devices, fintech services, and software solutions. The core hardware portfolio includes five IoT devices: Milkoreader (portable milk quality tester), Milkoright (all-in-one testing station), Oright Sense (digitizer for third-party analyzers/scales), Ekomilk (cloud-connected analyzer), and Oright Milkopure (ultrasonic/electro-chemical tester). These connect to the OPe fintech platform providing AePS, DMT, and bill payments. The software suite includes e-DPU for village collection centers, Farmer Module, Collection & Chilling Center Module, and Traceability features—all cloud-connected. An all-in-one Marketplace enables agri-input and financial services, while the ORIGHT Mobile App serves as the unified customer interface for both IoT management and fintech transactions.

Differentiator

Problem solved

Functional benefit

Brands

• OPe: An all-in-one payment and transaction system designed for the dairy and retail world, offering instant payouts, seamless credit access, and full transparency.
• Milkoreader
• Milkoright
• Oright Sense
• Ekomilk
• Oright Milkopure
• e-DPU

Products and services

• Milkoreader A portable milk quality testing device that checks milk composition and detects adulteration in 30 seconds, testing 8 composition parameters and 6 adulterants without requiring internet connectivity. Designed for dairy cooperatives, collection centers, and processors.
• Milkoright An all-in-one milk testing device combining an analyzer, DPU (Data Processing Unit), printer, and stirrer with built-in memory, secure data storage, and offline functionality for remote dairy collection areas.
• Oright Sense A product suite that digitizes third-party milk analyzers, DPUs, and weighing scales with automated rate chart updates, offline reports, data sync with mobile, and RMRD dock automation.
• Ekomilk A high-accuracy cloud-ready milk analyzer testing fat, protein, added water, and freezing point, with GSM/Wi-Fi connectivity and full app-based control via the ORIGHT mobile app.
• Oright Milkopure An ultrasonic and electro-chemical milk testing device with in-built DPU, printer, and analyzer, supporting both offline and online operations with automated cleaning for precise measurement of key milk parameters.
• OPe (Fintech Solutions) An all-in-one payment and transaction system providing AePS (Aadhaar-enabled Payment System), DMT (Domestic Money Transfer), and recharge/bill payment services for dairy farmers, agents, retailers, and the rural dairy ecosystem.
• e-DPU (Electronic Data Processing Unit) Village-level collection center device and software for milk testing, farmer record management, rate syncing, and QR code scanning for instant farmer details, operating both online and offline.
• Farmer Module Software for managing farmer data including KYC, cattle information, milk pouring records, and payment splits with transparent income tracking for dairy cooperatives and processors.
• Collection & Chilling Center Module Software for tracking milk quality and quantity at collection and chilling stages with farmer/shift reports, trend analysis, and dispatch management for dairy operators.
• Traceability & Transparency Software End-to-end milk tracking system from farm to factory providing real-time quality data, adulteration detection, and complete supply chain visibility for dairy brands and processors.
• All-in-one Marketplace Online marketplace connecting farmers and retailers for agri inputs, livestock insurance, dairy supplies, silage, loans, and financial services with integrated milk payment adjustments.
• ORIGHT Mobile App Mobile application for iOS and Android that unifies milk operations management, OPe digital payments, e-commerce marketplace access, and financial services for farmers, agents, and retailers.

Quantifiable outcome

• Million+ litres of milk poured tracked on platform
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Airtel Payments BankminorStrategic or Co-development PartnerPartner providing AePS and digital payment infrastructure integration enabling financial services delivery through Oright's platform to rural communities.
• Reserve Bank Innovation Hub (RBIH)minorStrategic or Co-development PartnerRBIH supports innovative fintech solutions for financial inclusion; partnership enables Oright's mission to bring banking services to rural dairy communities.
• NDDB (National Dairy Development Board)coreStrategic or Co-development PartnerNDDB verified Oright's Milkoreader technology for milk quality testing and adulteration detection, validating the device's accuracy and reliability for dairy applications.
• NDRI (National Dairy Research Institute)coreStrategic or Co-development PartnerNDRI verified Oright's Milkoreader technology, confirming the device's accuracy for dairy quality testing and composition analysis.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stellapps Technologies: India's leading dairy-tech IoT startup, providing smartMoo IoT devices, procurement SaaS, and cattle management solutions to cooperatives including Amul. Directly comparable to Oright in target customers, product category, and GTM.

Broad incumbents

• Afimilk: Global dairy farm management and milk quality analytics company offering sensors, milking systems, and herd management software. Comparable to Oright's Milkoreader/Ekomilk hardware line at a global incumbent scale.
• BouMatic: Established global dairy equipment manufacturer offering milk quality analyzers, milking parlors, and herd management. Overlaps with Oright's milk testing and collection-center hardware offerings as a broader incumbent.
• Lely: Global dairy robotics and farm management company; relevant as a broad incumbent in the same IoT-enabled dairy farm digitization category that Oright targets with its Milkoreader and Oright Sense devices.

Emerging players

• Dairy.com: US-based dairy supply chain SaaS and analytics platform serving cooperatives and processors. Closely comparable to Oright's traceability, procurement, and chilling-center software modules.
• DeHaat: India's largest full-stack agri-tech platform offering inputs, advisory, and marketplace services to farmers. Comparable to Oright's marketplace and VLI/agent-led rural distribution model in the Indian context.
• AgroStar: India-based agri-input marketplace and agronomy advisory platform serving farmers. Comparable to Oright's all-in-one marketplace and agri-input distribution model.
• CropIn Technology: Agri-intelligence SaaS company offering traceability, farm management, and predictive analytics. Overlaps with Oright's cloud-connected traceability and farmer-record software modules.
• Intello Labs (AgNext): Agri-quality and adulteration detection company using spectroscopy and AI. Comparable to Oright's Milkoreader adulteration-detection capability at the food-quality testing layer.
• Ninjacart: India-based agri-supply-chain and marketplace platform connecting farmers to retailers. Overlaps with Oright's marketplace and rural retailer (CSP) distribution model in adjacent categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/oright-qboid
• Instagraminstagram.com/oright_io

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about O'RIGHT