Celebrating National Milk Day, Godrej Jersey has released the ‘Godrej Jersey India’s Lactograph Findings FY25-26’ study highlighting some interesting insights about milk consumption pattern in India. YouGov, the research partner, conducted the research across 8 key Indian cities, the study reveals that 71% of Indians still enjoy milk and milk products regularly as part of their daily routine, even as the way they consume milk has evolved.
The study shows that the traditional glass of milk has been blended into cold brews, smoothies, badam milk, cereal bowls, and protein shakes. Among those who consume milk, 58% say they consume flavoured milk such as kesar or badam milk most of the time, while 51% blend it into smoothies for an energising drink
When it comes to beverages, milk remains the backbone of India’s most beloved ritual, tea and coffee, with 59% of consumers preferring to consume milk through their “doodh ki chai–coffee”. Milk also becomes celebratory during festivals, with 41% of Indians choosing flavoured milk as a drink for festivals & special occasions as their go-to refreshment.
Nostalgia continues to define India’s connection with milk, with 52% Indians gravitating towards plain milk because of childhood nostalgia. The study shows that across respondents, milk memories are rooted in growing-up rituals; 49% associate milk with before-school snacks, 43% recall Bedtime rituals or late-night flavoured milk treats, 41% remember doodh roti or milk with chapati, and 45% recall being given milk as a substitute when elders drank tea. The findings clearly show that milk still stands in for comfort, care, and the feeling of home.
Other findings from the survey call for action to increase milk consumption amongst kids for stronger bones. A striking 64% of the Indian parents surveyed believe that their child may have lower bone density due to reduced milk consumption compared to their own childhood. 54% of these respondents also feel that their child’s physical growth is slower compared to their own growth at their age, which could be the result of less milk consumption.
In response, milk becomes a non-negotiable. Among parents who give milk to their children:
- 73% say they rely on milk for calcium,
- 62% say it helps them maintain protein intake,
- 60% connect it with fitness and weight management, and
- 62% believe milk gives their child energy through the day.
This mix of concern and reliance shows that milk remains one of the most trusted levers for parents navigating modern lifestyles.
Branded milk wins on trust, hygiene, and consistency
The study also reveals a clear tilt towards branded dairy with 64% of Indians stating that their household usually buys branded animal-based milk, compared to 21% who typically buy unbranded loose milk. Branded plant-based options like almond or soy milk are present but niche, at around 12%.
Among those who choose branded milk, the top reasons are:
- Trusted brand quality (60%),
- Consistent taste and texture (48%),and
- Convenience and easy availability (46%)
Reinforcing this, 71% of respondents say milk hygiene is “extremely important” when making a purchase decision, showing how central safety and trust are to the modern milk basket.
Commenting on the findings, Shantanu Raj, Head of Marketing, Godrej Jersey, said, “This study clearly indicates that milk is not leaving the table, it is just changing its glass. The data reflects both legacy and evolution, 67% of Indians still enjoy milk most often through tea, reinforcing milk’s deep cultural roots, while 44% now bring milk into their day through protein shakes, signalling a new fitness-driven ritual. For a brand like Godrej Jersey, this is both a responsibility and an opportunity. The evolving demand for higher-protein and fortified dairy formats is a powerful signal of where the market is headed. We are investing in this space thoughtfully from protein-enriched milk beverages to fortified dairy innovations. Our ambition is to ensure that consumers never have to choose between taste, convenience, and nutrition, and to play a constructive role in shaping a more nutritionally progressive India.”
Even when not consumed as a drink, dairy continues to dominate the Indian plate. The study finds that dahi (80%), paneer (76%), and butter (74%) remain household staples, underlining how strongly dairy is woven into India’s every meal and mood.
As India continues to evolve in taste and lifestyle, the findings underline that milk remains central to both nutrition and emotion. Whether it appears in a steel glass, a protein shaker, or a chai cup, it continues to anchor health, culture and comfort across generations. With the release of this study on National Milk Day, Godrej Jersey reinforces its commitment to understanding the future of dairy in India.
