Blame it on the clamour for hygeine, better packaging and, of course, the affordability that comes with it. And condensed milk is especially thick with discounts and new products. The market is important to all three. Not to be outdone, Nestle is targeting the conservative south as a big milk market. Brands like Britannia are already present in milk segments like sweet milk and dairy whiteners and it is likely that they could make their way into the mainstream milk market.
Most consumers realise that milk bought from the unorganised sector is often adulterated.
The fact that national brands are getting into the game helps. Most brands today are city and region specific, having mushroomed in the 90s when private dairies began to make their appearance. Cities like Mumbai, Delhi and Chennai have their own, mostly pouch milk brands and loyal following. Ahmedabad alone has more than 20 brands of pouched milk while Mumbai is estimated to have around 12. One reason pouch milk, like the doodhwala, has a loyal following, is because it is fresh, and is produced and consumed on a daily cycle.