Dairy brands undergo lifestyle change with niche portfolios, local sellers

Discerning and demanding customers are driving big brands to go mass with niche portfolios and local sellers, to expand their scope

For years, milk has been a cultural symbol of prosperity and nourishment in the country. Poets, politicians and industrialists have drawn upon its eloquent imagery to make a point, drive an agenda or build a business. But now as a group of consumers, driven by environmental and health concerns, gets more vocal and demonstrative about their concerns over milk and milk-based products, there is a shift in the way big and small brands are approaching the country’s dairy market.   

Change has been imminent for a while, with a number of homegrown labels from the metros using the bustling e-commerce