According to market research company Mordor Intelligence, India’s $26.11-billion dairy industry revenue is skewed towards core milk products, constituting around 68% of the market share. Value-added products (VAPs) represent approximately 32% but is growing faster than traditional liquid milk, indicating a shift in consumer preferences.
Godrej Jersey, a wholly owned subsidiary of Godrej Agrovet Limited (GAVL) operating across Telangana, Andhra Pradesh, Tamil Nadu, Karnataka, and Nagpur, says it is targeting the `1,000 crore revenue mark (up from `500 crore) in Andhra Pradesh and Telangana markets with its VAP offerings in two years. The brand is among the top 3 in Telangana already and together Andhra Pradesh and Telangana account for nearly 60% of its revenue.
After taking full control of Creamline Dairy last month, the company has unveiled a ‘3×3 leapfrog strategy’ that hinges on three pillars: boosting household penetration, expanding regional reach, and accelerating innovation. The aim is to be number one players in its three categories of focus — badam milk, curd and paneer.
The brand has onboarded Telugu superstar Rana Daggubati as the face of its badam milk brand — an endorsement expected to strengthen the product’s regional appeal and brand recall. Simultaneously, it is widening distribution for its key products across emerging sub-markets in the South. Innovation remains the third leg of the strategy. “We have coined a term, Nutrify, which is the fortification of vitamin A, D, natural protein, calcium and real milk, to communicate the benefits of our badam milk to consumers,” says Shantanu Raj, head of marketing at Godrej Jersey. He adds that highlighting key aspects such as the thickness of curd helps the brand stand out in the market as well.
To start with, the parent GAVL (with a turnover of `15,405 crore in financial year 2023-24) is focusing on urban locations but says it will shift focus to tier-2 and 3 cities over the next couple of years. On the distribution front, the brand has seen over 30% growth in its e-commerce channel and over 20% growth in modern trade in the Andhra Pradesh-Telangana region. “The dairy industry overall is still largely unorganised, with contribution up to 60%, but the unorganised share is even much larger in value-added products such as curd, ghee, and paneer,” notes Srideep Kesavan, CEO at Heritage Foods.
As competition in the organised dairy sector intensifies, Godrej Jersey is banking on cultural relevance, innovation, and mass accessibility to stir deeper consumption in a category waiting to be tapped fully. Some experts suggest leveraging digital-first storytelling to spread its message across. “Godrej Jersey can leverage regional digital campaigns that highlight traditional products such as badam milk with a health-centric twist,” says Saif Ahmad Khan, founder of Luhaif Digitech. Badam milk, curd, and other ethnic dairy products are gaining traction as functional, nutritious alternatives to soft drinks and processed snacks and this is the right time to strike at the opportunity, adds Nidha Patel, founder & CEO of Morning Wale.
Agrees Durvesh Yadav, CEO & Founder of Rising Star Communication. “For brands looking to tap into this space, the real trick is making sure the products hit three key things: they’ve got to be healthy, they’ve got to taste great, and they’ve got to be easy to grab. People want something that feels indulgent but still checks the ‘good for you’ box.”
Yasin Hamidani, director, Media Care Brand Solutions says, “Communicating the quality, taste, and health benefits of its products—such as milk, curd, and badam milk—requires effective education campaigns.”