The café chain has continued its aggressive push into high-potential, underserved markets, expanding its footprint to 45 cities across 12 states as of June 2026. With this momentum, NBC remains firmly on course to achieve its ambitious target of operating more than 170 outlets across India by the end of FY 2026-27.

For FY 2025-26, NBC’s revenue climbed to Rs. 90 crore from Rs. 59 crore in the previous fiscal, registering a robust CAGR of 52.5%.The growth has been backed by a disciplined expansion strategy focused on strong unit economics, with the brand increasing its network from 86 outlets in FY 2024-25 to 109 outlets in FY 2025-26, reflecting a CAGR of 26.74%.

As India’s café culture increasingly shifts beyond metropolitan cities, NBC has established a strong presence in emerging urban centres such as Jaipur, Indore, Lucknow, Varanasi, Surat, and Ahmedabad. The brand is also witnessing growing demand in Tier 3 cities, particularly around high streets and college hubs, where young consumers are willing to spend between Rs. 150 and Rs. 300 on beverages that deliver a premium café experience without the premium price tag.

Capitalising on evolving consumption habits, NBC has built a menu that resonates with Gen Z and Millennials, for whom iced beverages have become an all-day indulgence rather than a seasonal treat. Its range of cold coffees, iced lattes, flavoured brews, and the brand’s signature thick ‘Shrappe’ have become standout favourites. Alongside, flavored brews also drive massive volumes, helping NBC strengthen customer loyalty while accelerating its rapid expansion across India’s emerging café markets.

“Our robust growth is a powerful testament to our brand’s resonance and sharp focus on scalable, unit- economics-driven expansion across Bharat. For Gen Z in Tier 2 and Tier 3 towns, coffee is no longer just a functional beverage; it is an accessible lifestyle choice and a statement of identity. By pairing a refined, premium café aesthetic with disruptive value propositions like our Super Coffee Pass, we are not just opening outlets, we are building the default social hubs for India’s next generation,” said Ankesh Jain, Co-founder of Nothing Before Coffee.

With the Super Coffee Pass, Nothing Before Coffee is doing more than offering an affordable caffeine fix. It is redefining India’s café consumption habits and changing the core of beverage choices amongst consumers. By making premium coffee accessible at an everyday price point while driving consistent customer engagement, NBC has created a win-win model for both consumers and the business. As the brand continues its rapid expansion across Tier 2 and Tier 3 markets, initiatives like the Super Coffee Pass reinforce its ambition to make quality café experiences a daily ritual for millions of Indians, setting a new benchmark for value-driven growth in the country’s evolving QSR coffee landscape.

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Cities such as Khammam, Warangal, Karimnagar, Nizamabad and Kurnool are rapidly emerging as the new growth engines of organised food retail. Once regarded primarily as agricultural and trading centres, these cities are now attracting significant investments from national, regional and local retailers eager to tap into a new generation of affluent and aspirational consumers.

The recent opening of National Mart’s 30,000 sq. ft. hypermarket and a new Vijetha Supermarkets store in Khammam within just 24 hours is among the clearest signs of this shift. But the story extends far beyond a couple of store launches. It reflects a broader transformation underway across Telangana and Andhra Pradesh—one that is reshaping consumption patterns, food choices and lifestyles.

The Rise of the Telugu Consumer

The emergence of these cities as retail hotspots is rooted in a powerful economic transformation. Across Telangana and Andhra Pradesh, rising agricultural incomes, government employment, infrastructure investments, real-estate development and overseas remittances have created a sizeable middle class with growing spending power.

Khammam benefits from thriving chilli, cotton and paddy cultivation. Warangal has long been a major centre for cotton and rice production. Karimnagar’s economy is supported by agriculture, granite and education. Nizamabad draws strength from rice and turmeric cultivation, while Kurnool is a major producer of groundnuts, chilli and horticulture crops. Adding to this prosperity is the significant flow of remittances from families with members working in the United States, the Gulf countries, Australia and Europe. The result is a consumer base that is increasingly aspirational, digitally connected and eager to embrace modern lifestyles.

For retailers, these cities offer a compelling combination of rising incomes, lower operating costs and relatively low organised retail penetration compared to metros. Organised food and grocery retail still accounts for less than 10-15% of total grocery sales in many Tier-II and Tier-III markets across Telangana and Andhra Pradesh, compared to substantially higher penetration levels in Hyderabad. This leaves a significant runway for growth as consumers increasingly migrate from traditional trade to modern retail formats.

Retailers Follow the Consumption Shift

Organised retailers have been quick to recognise the opportunity. Reliance Retail, India’s largest retailer with annual revenues exceeding Rs. 3.3 lakh crore, continues to expand its grocery footprint through Reliance Smart, Smart Bazaar and JioMart formats. DMart, one of India’s most profitable retailers with revenues of more than Rs. 60,000 crore, has steadily expanded into emerging cities where value-conscious consumers are embracing organised retail.

Alongside national giants, regional players are building strong positions in the Telugu-speaking markets. Vijetha Supermarkets today operates more than 100 stores across Telangana and Andhra Pradesh. Ratnadeep Retail has grown into one of South India’s largest supermarket chains with more than 180 stores across Telangana, Andhra Pradesh and Karnataka. Heritage Fresh, More Retail, National Mart and several local operators are also aggressively expanding into district headquarters and emerging urban centres.

What makes these markets particularly attractive is that organised food retail remains significantly underpenetrated compared to Hyderabad, Bengaluru or Chennai, leaving substantial room for growth.

A New Generation of Retailers Is Expanding the Market

What makes the current wave of retail expansion different is that it is no longer being driven solely by large corporate chains. A new generation of regional and technology-led retailers is taking organised food retail deeper into smaller towns across Telangana and Andhra Pradesh. Among the most notable examples is SuperK, founded by former Flipkart executive Neeraj Menta and former PhonePe executive Anil Thontepu. The company has built one of India’s most successful small-town grocery retail models by focusing exclusively on markets that large organised retailers often overlook.

From a revenue base of approximately Rs. 19 crore, SuperK reportedly grew to Rs. 84 crore within just two years and today operates more than 130 stores across over 80 towns in Andhra Pradesh and Telangana. Backed by more than Rs. 100 crore in funding, the company is targeting communities where populations are often below two lakh and where organised retail penetration remains low. Its model combines the trust of local kirana stores with the efficiencies of modern retail. Local entrepreneurs invest approximately Rs. 12-15 lakh to convert neighbourhood stores into SuperK outlets while gaining access to centralised sourcing, technology, logistics, training and private-label products.

The company’s private labels, including SuperK, Triputi and Aha, are typically priced 15-20% below national brands, helping consumers access better value while improving retailer margins. According to the company, franchise stores often witness dramatic sales growth after joining the network, while its Gold Membership programme accounts for nearly 75% of sales. More importantly, SuperK demonstrates that the next phase of organised food retail growth in India may not come solely from large corporations. Increasingly, it is being driven by entrepreneurs who understand the unique needs, aspirations and purchasing power of consumers in smaller towns.

DocileKart represents another emerging model. The omnichannel retailer has built a network of more than 250 franchise-led grocery and quick-delivery outlets across the Telugu-speaking states, targeting consumers who increasingly expect both neighbourhood convenience and digital ordering capabilities.

Together, these retailers are creating organised retail access in markets that were previously dependent almost entirely on traditional kirana stores.

The Corporate Giants Move Deeper

The larger national players are pursuing equally aggressive strategies.

DMart has steadily expanded its footprint across Telangana and Andhra Pradesh through its highly successful “Everyday Low Cost, Everyday Low Price” model. The retailer has established stores in cities including Warangal, Karimnagar, Khammam, Nizamabad, Kurnool, Nellore, Kakinada, Eluru and Anantapur, often becoming the dominant food retail destination in these markets.

Reliance Retail has adopted an even broader approach. Through Reliance Smart, Smart Bazaar, JioMart and its emerging quick-commerce ecosystem, the company is creating a multi-format presence across the region. Reliance is increasingly entering smaller district headquarters and agricultural growth centres, bringing hypermarket-style retail experiences to consumers who previously travelled to larger cities for organised shopping.

The result is an increasingly competitive marketplace where national chains, regional retailers and local entrepreneurs are all competing for a share of the rapidly expanding food and grocery market.

Khammam: A Snapshot of the Transformation

Few cities illustrate the shift better than Khammam. Within a relatively short period, the city has emerged as one of Telangana’s fastest-growing organised retail destinations. Alongside the newly opened National Mart and Vijetha Supermarkets stores, consumers today have access to DMart, Maangalya Shopping Mall, GV Mall, Chennai Shopping Mall, CMR Shopping Mall, KLM Fashion Mall, South India Shopping Mall, Trends, Zudio and several other organised retail formats.

The concentration of retail development along the Wyra Road corridor has created a modern shopping ecosystem that would have been unimaginable a decade ago. What is happening in Khammam is increasingly visible in Warangal, Karimnagar, Nizamabad and Kurnool as well, where retailers are competing to secure prime locations and establish an early presence in markets expected to drive future growth.

Changing the Food Basket

The most significant impact of organised food retail is not the stores themselves but the transformation of consumer behaviour. A decade ago, grocery shopping in these cities was dominated by traditional kirana stores and local markets. Household purchases largely revolved around staples such as rice, pulses, edible oils, spices and locally produced snacks. Today’s shopping baskets tell a very different story.

Consumers are increasingly purchasing breakfast cereals, premium dry fruits, health foods, protein products, imported chocolates, international sauces, ready-to-cook meals, frozen foods, gourmet ingredients and premium packaged foods. Products that were once confined to supermarket shelves in Hyderabad are now readily available in Khammam, Warangal, Karimnagar, Nizamabad and Kurnool. Retailers report growing demand for categories such as healthy snacks, millet-based foods, plant-based beverages, frozen foods, premium bakery products, ready-to-eat meals and convenience-oriented meal solutions. The modern grocery basket is becoming more diverse, more experimental and more premium.

Bringing India and the World to Emerging Cities

Organised retail is also serving as a cultural bridge. Consumers in these cities can now access foods and ingredients from across India and around the world. Punjabi gravies, Gujarati snacks, Bengali sweets, Kerala banana chips, North Indian frozen foods, Italian pasta, Mexican condiments, Korean noodles, Japanese seasonings, international chocolates, gourmet cheeses and imported breakfast cereals are increasingly becoming part of everyday retail assortments.

This expansion of choice is exposing consumers to cuisines and flavours that were once difficult to access outside major metros. Social media has accelerated the trend. Consumers discover products through Instagram, YouTube, food influencers and OTT content and increasingly expect local retailers to stock them. For younger consumers in particular, supermarkets have become destinations for discovery, experimentation and lifestyle exploration.

The Battle for the Telugu Consumer

The competition is no longer simply about opening more stores. Retailers are targeting different consumer segments through distinct operating models.

DMart continues to dominate the value-conscious family shopper through its low-price positioning and large-format stores.

Ratnadeep Retail, which now operates more than 180 stores across South India, is pursuing a markedly different strategy. Through formats such as Ratnadeep Supermarket, Ratnadeep Select and Ratnadeep Express, the retailer is focusing on affluent consumers in high-growth urban clusters and emerging premium neighbourhoods. Rather than entering every small town, Ratnadeep is selectively targeting high-income catchments, industrial hubs and rapidly urbanising residential corridors.

Meanwhile, SuperK is penetrating deep into underserved small towns, while omnichannel operators such as DocileKart are combining physical stores with digital convenience.

At the same time, digital grocery platforms are extending their reach into cities such as Rajahmundry, Kakinada, Tirupati and Warangal. Tata-owned BigBasket has expanded its Fresho retail network and delivery operations across several emerging markets, while quick-commerce players such as Blinkit and Reliance’s own rapid-delivery initiatives are beginning to establish fulfilment networks beyond the largest cities. The convergence of supermarkets, hypermarkets, franchise chains, digital commerce and quick commerce is creating a retail ecosystem unlike anything these markets have experienced before.

From Necessity to Lifestyle

The evolution of organised food retail is also changing the way consumers perceive food. Shopping is no longer merely about replenishing household essentials. Consumers are increasingly seeking convenience, health, premium experiences and product discovery. Supermarkets are introducing shoppers to healthier eating habits, wellness-focused products, gourmet cooking ingredients and global cuisines. For many families, a visit to a hypermarket or supermarket has become a weekend activity comparable to visiting a shopping mall or dining out.

As organised retail expands, expectations around quality, assortment, packaging and shopping experience continue to rise. This shift is gradually narrowing the gap between consumption behaviour in Hyderabad and that in emerging cities across Telangana and Andhra Pradesh.

The Next Frontier of India’s Food Economy

For decades, Hyderabad served as the gateway for organised retail growth in the Telugu-speaking states. The next phase of expansion, however, is likely to be driven by cities such as Khammam, Warangal, Karimnagar, Nizamabad and Kurnool. These markets combine rising prosperity, improving infrastructure, strong agricultural economies and increasingly aspirational consumers. They represent one of the most compelling growth opportunities for food retailers, FMCG companies and consumer brands in India today.

The implications go far beyond retail. Organised food retail is influencing what people cook, what they eat, what they aspire to buy and how they engage with food. It is introducing new flavours, new cuisines and new lifestyles to millions of consumers. As retailers deepen their presence across Telangana and Andhra Pradesh, they are not merely expanding store networks. They are helping shape the next chapter of India’s food economy – one in which the future of consumption is increasingly being written beyond Hyderabad and beyond the metros.

The post Beyond Hyderabad: How Telangana and Andhra Pradesh Are Becoming South India’s Next Food Retail Growth Engine appeared first on Business of Food.

The campaign’s star attraction is the limited-edition mini football, a nod to the energy and passion that football ignites in fans across the globe. For a limited time, every FIFA Meal lets customers take home a piece of World Cup glory, perfect for matchday tables, fan parties, or display shelves.

Fuelling the excitement is a bold new FIFA-inspired menu lineup: the McVeggie Dragon and McChicken Dragon, India’s favourite burgers reimagined with a fiery Chinese-style sauce, paired with Honey Chilli Fries and a refreshing beverage, the ultimate matchday combo for cheering on your team.

Kicking off 19 June 2026 across McDonald’s restaurants in North and East India, the FIFA Meal experience invites fans to bring the World Cup spirit home, whether cheering from the couch, hosting friends, or sharing the moment online. The world’s game, now on your plate.

The customers can enjoy mouthfuls by choosing from the following FIFA Meal options:

• McVeggie Dragon FIFA Value Meal with limited-edition mini football – Rs. 209
• McChicken Dragon FIFA Value Meal with limited-edition mini football – Rs. 239
• McVeggie Dragon FIFA Extra Value Meal with limited-edition football – Rs. 259

McDonald’s operates through a variety of formats and brand extensions including standalone restaurants, drive-throughs and 24/7 restaurants for customer convenience and experience. So grab your FIFA Meal, collect your football and don’t miss a moment of the action. The game is on, the flavours are ready and the excitement is just getting started.

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The addition of Adrenaline Rush alongside Sting gives PepsiCo a comprehensive energy drinks portfolio that appeals to both mass-market consumers and those seeking a more premium, performance-led experience. The combined portfolio of Sting and Adrenaline Rush will now allow soft drinks leader to address multiple consumer segments, offering choices that span from accessible everyday energy to premium, performance-driven beverages.

Commenting on the development, PepsiCo India and South Asia, Vice President and General Manager – Beverages, Nitin Bhandari said, “The energy drinks category in India continues to see strong growth, and we believe there is significant headroom for further expansion as consumers increasingly seek products that cater to different occasions, functional needs and aspirations.”

Powered by caffeine, taurine, and vitamins, the Passion Rush variant is designed to deliver Ultimate Focus, while the Classic Rush variant is crafted for Ultimate Performance, catering to consumers seeking sharper focus and high performance in their everyday pursuits. The bold international design language further reinforces the brand’s premium, modern, and expert positioning within the category.

“With two variants under Sting and two variants under its premium offering, PepsiCo is broadening consumer choice while addressing a wider range of taste preferences and consumption occasions,” the company spokesperson added in a statement. With its two brands – Sting and Adrenaline Rush – PepsiCo’s energy drinks range spans multiple consumer segments, offering options for budget-conscious buyers as well as consumers seeking enhanced performance and premium positioning.

Combining cinematic storytelling with dynamic, high-energy visuals, the newly launched campaign celebrates a generation driven by self-expression, individuality. Built on the insight that “when it’s in your name, you want to bring your A-Game,” the campaign positions Adrenaline Rush® as the ultimate companion for young consumers chasing their ambitions and passion-led pursuits. Commenting on the launch, Diksha Bajaj, Category Lead, Energy Drinks, PepsiCo India, said, “With Adrenaline Rush, we want to create a brand that is truly designed for the new generation. The campaign reflects the spirit of a generation that is constantly pushing boundaries and striving to unlock its full potential. We want to celebrate the dedication, intensity, and hustle behind every achievement, while building a brand that inspires consumers to pursue what matters most to them.”

Adding to this, Tarun Bhagat, Chief Marketing Officer, India BU Beverages, PepsiCo India, said “The energy drinks category in India continues to witness strong momentum, with consumers increasingly seeking products tailored to different occasions, functional needs and aspirations. Our focus is on driving category growth through a portfolio approach that addresses evolving consumer preferences across segments. With Adrenaline Rush®️, we are strengthening our presence in the premium energy drinks segment with a can format offering differentiated benefits of ultimate performance and focus, complemented by a compelling brand experience designed for today’s youth.”

Having established a strong presence in the energy drinks market with Sting, PepsiCo is now targeting premium-seeking consumers through Adrenaline Rush. The new launch expands its portfolio across key price points, with Sting available at Rs. 20 and Adrenaline Rush positioned at Rs. 60.

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Price transparency and honest communication now define the credibility of a brand. Nearly three in four consumers (74%) say they would switch brands for a lower regular price, or if the pack size or quality is reduced without clear notice (71%). A majority consider shrinkflation unfair, with most preferring a small, explicit price increase over discreet downsizing.

The research finds that around half of consumers are buying smaller quantities and choosing cheaper alternatives to manage budgets. However, brand trust prevails in categories where quality and performance are paramount, with 77% of consumers across income brackets avoiding private labels for items like electronics and baby care. Yet, amidst increasing financial stress, emotional release also plays a key role when shopping – seven in ten consumers seek small indulgences to relieve money worries, highlighting that value is both practical and emotional.

“Value today goes beyond price and quality; it’s built on fairness, transparency, and emotional connection. Consumers want invisible AI that both empowers informed decisions and seamlessly blends convenience and emotional connection,” said Dreen Yang, Global Consumer Products & Retail Leader at Capgemini. “AI is increasingly reshaping the shopping experience, but success depends on clarity, responsible use, and safeguards that protect consumers. Brands that blend technology with trust and purpose will enjoy lasting loyalty.”

AI is becoming a trusted shopping guide, but consumers want control of their data

AI has transitioned from an enabler to a trusted advisor for consumers. From interpreting user preferences and behaviors to providing real-time, conversational support through chatbots and virtual assistants, AI tools are now central to how shoppers navigate the marketplace. One in four consumers used Gen AI shopping tools in 2025, and a further 31% plan to adopt them in the future. Yet, only 19% are willing to pay a monthly subscription or a one-time payment for chatbots or virtual shopping assistants.

The majority of shoppers (76%) want to set boundaries for AI assistants, and two-thirds say they trust AI more when it explains the reason behind its recommendations and actions. Data transparency remains pivotal, with 71% of consumers worried about how Gen AI uses personal information. Two-thirds of consumers expect brands to disclose AI-generated advertising.

Technological convenience, augmented by human connection, is driving brand loyalty

Consumers want efficiency, relevance, and human connection to co-exist. Nearly two-thirds want Gen AI to provide hyper-personalized content, and 65% say technology has made shopping less stressful. However, more than seven in ten consumers value human assistance during complex purchases such as planning meals or resolving service issues. Brands that blend speed and personalization with timely human reassurance will gain consumer loyalty.

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And from what we are seeing on the ground, five consumer changes stand out.

1. Fresh vs Frozen: The Conversation Has Changed

For years, frozen produce had a reputation problem. People assumed fresh meant better. But the moment consumers understood how flash-freezing works — harvesting at the right stage and freezing before nutrients start slipping — the comparison became more interesting.

Now, many shoppers, especially in cities, look at fresh produce that has travelled for days and then look at a frozen pack that has held its quality. And they rethink the old hierarchy.

But there is another part to this. People do not want hidden additions. They check the back of the pack. If they see salt, sauces or things they cannot place, they pause. They want simple products, handled well, and frozen quickly. That is where the shift is actually happening.

For brands, convenience is no longer enough. The product has to earn its place on the shelf.

2. Farm-to-Freezer Is Starting to Matter

We are seeing a stronger interest in where food comes from. Not only for fresh produce. Even in frozen. The farm-to-freezer story gives people confidence. If the crop is harvested at the right time and goes into freezing without delay, they feel better about buying it.

This model helps farmers too in the form of fewer losses, more stable income. And when the farmer side strengthens, the entire chain becomes more reliable.

Consumers have begun picking up on this. They want to know if the produce was handled right, whether the process was clean, and whether the freezing truly locked in the quality. So brands that build genuine ties with farming groups, and talk clearly about sourcing, will get noticed.

This is going to matter more in the next two years.

3. Technology Is Helping Rebuild Trust

Consistency has always been the pain point in this category. One month the product is great, the next month it tastes slightly different. Technology is finally fixing that gap.

Better freezing units, more dependable cold chains, and simple things like temperature sensors in trucks are making a real difference. SMEs are using these tools to avoid spoilage and maintain quality from plant to store shelf.

Consumers may not know the technical details, but they feel the effect. When packs across seasons taste the same, trust builds. Slowly, but surely.

And as freezing cycles get shorter and packaging improves, we will see cleaner ingredient lists as well. All of this helps the category step into a more confident space.

4. Ultra-Processed Concerns Are Shaping Choices

Now let us talk about the elephant in the room. The debate around ultra-processed foods. It is everywhere – homes, social media, even budget discussions. And the frozen meal segment sits right in the middle of this conversation.

Many frozen ready meals do fall under the “processed” umbrella. And that is why consumers are reading labels more carefully. Families want shorter ingredient lists. Less sodium. Fewer hidden sweeteners. They want products that support their lifestyle, not complicate it.

On the other hand, frozen fruits and vegetables are being viewed differently, more like a practical storage method rather than a processed product.

This creates a divide. And it is a divide brands cannot ignore. Those who simplify early will win.

5. Convenience Is Not About Speed Anymore

Convenience used to mean “I have no time, let me grab something from the freezer.” That definition is outdated. Today, frozen food is part of planned cooking. Busy households buy frozen staples to make sure they can cook on most days. Young professionals buy them to stretch budgets. Students pick them up because they spoil less.

And because the role of convenience has changed, the formats are changing too. Smaller packs. Single-serve mixes. Meal kits that help people cook without wastage. Region-inspired mixes for specific cuisines.

Frozen food is no longer a backup plan. It is becoming part of how Indian kitchens function.

What This Means for Brands in 2026

The market is moving towards more questions and fewer assumptions. People want to know how the produce was grown, how quickly it was frozen, and what exactly went inside the pack. With better logistics and more reliable freezing systems, the line between fresh and frozen will continue to blur.

So what does this demand from brands?

Clear communication. Cleaner products. Stronger sourcing discipline. And yes, solid tech in the backend so the quality is stable every single time.

Frozen food is becoming tied to farm earnings, everyday cooking patterns, and India’s broader push for better nutrition. The companies that recognise these shifts now, not next year, will set the pace for the industry.

The post India’s Frozen Food Market in 2026: 5 Consumer Shifts Brands Cannot Ignore appeared first on Business of Food.

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. 

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