Godrej Jersey has unveiled the ‘Godrej Jersey India Lactograph Findings FY25–26,’ a study mapping how milk consumption patterns, occasions, and motivations continue to evolve across the country. Research was conducted across eight key cities, uncovering how milk integrates into daily routines while adapting to new lifestyle choices. In East India, the findings spotlight a region where milk is remembered as much as it is consumed. 78% in the East say milk reminds them of childhood, compared to a national average of 57%, making it the strongest “memory-led” milk market in the country.
Around 78% also link milk to comfort or habit, ahead of other regions, showing that milk is still seen as an emotional anchor. When it comes to occasions, 75% of East Indians choose flavoured milk during festivals and special celebrations, vs roughly 30–41% in other zones, and 50% prefer it during the rains, almost twice as high as some other regions. 67% in the East drink milk at breakfast, and 66% also have it as an evening snack, showing that milk often book-ends the day. 54% parents worry that their child’s growth lags compared to their own childhood, and 64% fear lower bone strength due to reduced milk intake.
At the same time, protein is becoming a priority, with 62% of parents relying on milk for protein and all-day energy. Commenting on the findings, Shantanu Raj-Marketing Head-Godrej Jersey, said, “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.” Even beyond beverages, dairy remains a household staple across the country, with dahi (80%), paneer (76%) and butter (74%) continuing to anchor meals.