The Growth of Unadulterated Premium Milk Business

  India: The history of India from being a milk-deficient country to the world’s largest milk producer took about 48 years to turn its course. The issue of quality and safety of milk has been brought in light with the emergence of the business of premium milk. However, this premium milk doesn’t bring forth any kind of luxury with it but it represents unadulterated, uncontaminated and fresh milk delivered within the span of 8-12 hours after milking. This on-going demand will have a positive impact on the dairy market in the near future. The premium milk, that costs Rs.80-100 against Rs.36-40 per litre of normal pouch milk consumed across the cities and towns of India, claims quality over the price. Though, the market of premium milk is still in its nascent stage, it has huge growth opportunity in the near future. According, to the secondary sources from Keventers, they have supplied 1,000 litres of premium milk at Rs.95 per litre in the month of July and August. Furthermore, the sources have also claimed that demand in NCR for premium milk is lakhs of litres, but they focus on quality over quantity and they constantly monitor the processes and cows involved in milking. This clearly points out the demand for the organic milk market. In order to eradicate the harmful effects of the consumption of this adulterated milk many Indian market players are rapidly emerging in the business of providing the fresh milk or the premium milk, that is considered to be the organic milk. A number of App-based premium milk delivery service ventures have been started for delivering unadulterated and fresh milk within the hours of milking- like Keventers, Pride of Cows, Vrindawan Milk, Akshyakalpa, Astra Dairy Farms, Binsar Farms, O’leche and Puremilk are among some of the specialised farms that cater to the demand of fresh milk in several corners of the country. In 2012, as per a report of Food and Safety Standards Authority of India, that involved a study of samples from across India it was been found that 70% of milk was diluted or adulterated, this laid the foundation for premium milk that is fresh and unadulterated. The shocking fact was that these adulterants included urea and detergents, even there is a question in the standards of the farms where the cows are grown and the food they feed on. According to BlueWeave Consulting, the awareness among people across the globe for health and wellbeing is something that has awakened them for choosing good food for them to get the extra nutrients they require to fight against the unforeseen environmental changes and detrimental diseases. In light of such healthy food habits, The Indian premium milk business is experiencing the positive changes in the overall dairy business. A lot of campaign is been run throughout India to educate the dairy producers about the benefits of premium milk. The normal pouch milk that is been consumed by in the localities of metro cities and among the urban population is the milk that is been collected by the dairy aggregators from villages and then is been processed and packed before sending it to the retail counters. This procedure involves mixing of a variety of milks and take up to 4 days to reach the self and then been sold to the consumers. Thus, the pouch milk that is been consumed in the families has no freshness and the source of its origination is also unknown to the consumer. According to a upcoming report of BlueWeave Consulting, on “Global Organic Food Market 2026”, the Organic milk market is expected to grow at a CAGR of 12.1% in the forecast period. The size of Organic milk market is expected to have approximately 33% of share among the overall Organic food market across the globe. The growing business of organic food including the organic dairy business is driven by the factors like increasing disposable income, rising awareness among consumers for health and food safety, emerging concerns for environmental issues and major lifestyle changes among the younger age-group.