Business

West India Turns to Flavoured Milk as Daily Dairy, 81% Drink It Regularly: Godrej Jersey Study

By Desk Business

A new India-wide study by Godrej Jersey reveals that flavoured milk has quietly become West India’s everyday dairy habit. According to the Godrej Jersey India Lactograph Findings FY25–26, 81% of consumers in the region drink flavoured milk regularly, more than any other part of the country.

While the East treats flavoured milk as an “occasion drink”, the North links it to seasons, and the South reaches for it as a comfort indulgence, West India stands apart—embracing flavoured milk as part of daily nutrition, led purely by taste and preference.

The region also stands out for its adoption of energy-focused formats:

  • 62% choose protein shakes

  • 62% prefer smoothies
    These are the highest figures at a national level.

Another unique insight: 59% of consumers in the West use milk as a quick meal substitute, revealing a shift towards convenient, fitness-friendly choices.

Beyond regional patterns, the Lactograph exposes a growing wave of parental concern across India.

  • 54% of parents fear their child’s growth is slower than generations before.

  • 64% worry about reduced bone strength, linked to declining milk intake.

  • 62% rely on milk for protein, especially as kids juggle busy routines.

“Milk is not leaving the table — it is just changing its glass,” said Shantanu Raj, Marketing Head, Godrej Jersey. He added that while 67% of Indians still enjoy milk most through tea, 44% now bring it into their day via protein shakes, reflecting the country’s changing fitness and dietary patterns.

Even outside beverages, dairy remains central to Indian kitchens:
dahi (80%), paneer (76%), and butter (74%) continue to anchor home-cooked meals.

The Lactograph FY25–26 reinforces Godrej Jersey’s mission to craft products that combine trusted quality, convenience and nutrition for modern Indian lifestyles.

Desk Business