Godrej Jersey has conducted the 'Godrej Jersey India Lactograph Findings FY25–26', a comprehensive study that examines how milk consumption patterns, habits, and motivations are evolving across urban India. Conducted across eight major cities, the report examines how milk fits into everyday routines as people adapt to new lifestyles and evolving nutritional expectations.
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East India: Where milk is memory, comfort, and celebration
No region is as emotionally linked with milk as East India. According to findings, 78% of consumers in the East say milk reminds them of childhood, ahead of the national average of 57%. This makes the East the country's strongest "memory-led" milk market.
The sentiment goes deeper-78% in the region also associate milk with comfort or habit, the highest across India, suggesting that milk still acts like a familiar anchor in daily life.
This emotional connection goes beyond just consumption occasions. Three out of four (75%) East Indian consumers prefer flavoured milk during festivals and celebrations, a percentage far larger than the 30-41% in other zones. Seasonal preferences, too, follow this pattern-50% like having flavoured milk during rains, almost twice the % elsewhere. Put together, these are consumption patterns that indicate a market where milk, especially flavoured varieties, is linked to festivals, weather, nostalgia, and the feeling of home.
This is also evident in day-to-day routines: 67% in the East consume milk at breakfast, and 66% have it again as an evening snack. Hence, the report reflects that, for many households, milk frames the day.
Parents nationwide reassessing milk’s role amid changing habits
The study finds that across India, parents are increasingly aware of the changes in dietary habits. A mere 54% are worried that their child’s growth falls short compared to their own childhood, while 64% fear weaker bone strength because of reduced milk intake.
Meanwhile, protein has become a huge priority: 62% of parents consider milk a key source of protein and all-day energy.
A blend of tradition and new rituals
Highlighting these changes, Shantanu Raj, Marketing Head, 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. Our ambition is to ensure that consumers never have to choose between taste, convenience and nutrition”, he further added.
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Dairy remains a kitchen essential
The report further states that apart from beverages, dairy staples remain a mainstay in the Indian kitchens: Dahi-80%, paneer-76%, and butter-74% remain part of daily meals, reflecting the consistent role of dairy in home cooking.
Godrej Jersey, as they say, reiterates the promise of quality, nutrition-led innovation, and products for changing lifestyles through the Lactograph FY25–26 while renewing its pledge toward shaping the future of dairy in India.
