Adulteration war may spur premium dairy boom in cities

A renewed crackdown on adulterated dairy products, combined with a shift among urban consumers towards farm-to-table food, is reshaping the dairy market in the world's largest producer of milk.

- Sowmya Ramasubramanian & Suneera Tandon

Banking on organic milk, A2 ghee, curd and yogurt, the companies are positioning themselves as credible alternatives.

(MIN)

Companies such as Akshayakalpa Organic, Two Brothers Organic Farms, Sid's Farm and Anveshan, which produce natural or organic milk, ghee and other milk products, stand to gain.

Banking on premium portfolios that include organic milk, A2 ghee, curd and yogurt, these companies are positioning themselves as credible alternatives to loose and mass-market dairy in urban markets, where the trust deficit around adulteration has persisted.

A2 dairy products contain only the A2 type of beta-casein protein, which makes it easier for the human body to process.

Their pitch, which includes traceable sourcing, controlled farm practices and minimal processing, is increasingly resonating with health-conscious middle-class households.

Mumbai-based consultant Ananya switched to organic dairy over recurring concerns over milk purity.

"I started buying farm branded milk after my daughter fell ill twice," she said, adding that the higher prices felt justified because of claims of transparent sourcing, consistent taste and direct access to farms that offered reassurance of quality.