Flavoured milk has officially moved into the mainstream in West India. The Godrej Jersey India Lactograph Findings FY25–26 shows that 81% of consumers in the region drink flavoured milk “most of the time”, the highest in India and far ahead of other regions.
The West’s adoption contrasts with regional patterns nationwide—occasion-linked in the East, seasonal in the North, and comfort-driven in the South. Here, flavoured milk is simply part of daily nourishment.
West India also leads the country in energising dairy formats:
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62% consume protein shakes
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62% choose smoothies
Additionally, 59% of people in the West consume milk as a quick meal substitute, revealing nutrition-driven choices shaped by hectic and fitness-focused lifestyles.
Across India, the study notes shifting parental attitudes.
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54% of parents fear slower growth in their children compared to their own childhood.
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64% worry about weaker bones due to reduced milk intake.
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62% rely on milk for protein and sustained energy.
According to Shantanu Raj, Marketing Head, Godrej Jersey, “Milk is not leaving the table — it is just changing its glass. While 67% still enjoy milk through tea, 44% already incorporate it into their diet through protein shakes, indicating powerful new consumption habits.”
The Lactograph reaffirms dairy’s central place in Indian households, with dahi (80%), paneer (76%) and butter (74%) remaining indispensable.
