India is the largest producer of milk, with a market experiencing a 7% growth and significant consumer demand for milk-based products, particularly cheese and flavored milk. The cheese market, valued at approximately $237 million, has adapted to Indian tastes, with processed cheese and traditional variants like paneer dominating consumers' preferences. The flavored milk segment is expected to grow at 21-26%, led by major brands like Amul and Mother Dairy, showcasing the increasing interest in convenient and healthy beverage options.

1. MARKET SURVEY ON
MILK BASED PRODUCTS
MOKSHA CHIB
13FET1003
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2. Milk Product Market in India
India is the largest
producer of milk
Annual prod.: 140-145
million ton & accounts for
35-36% of total prod.
Avg. growth rate is
7%
Consumer demand
growth has been 25%
SOURCE: Foods Navigator Asia2

3. CHEESE
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4. Cheese Market in India
• India is not a traditionally structured ‘Cheese nation’, adapted to softer Indian variant of
cheese i.e. paneer
• Indian cheese market is worth around USD 237mn & is experienced to grow at roughly 15-
20%
• Global market deals with 3,000 varieties of cheese whereas in India only about 40-45 variants
of cheese are marketed
• Traditional soft cheese accounts for 55% of total market share
60% 30% 10%
Processed cheese Cheese spreads
Flavored & specialty
cheese SOURCE: Euromonitor InternationalApr 20154

5. Cheese Market in India
• Per capita consumption of cheese in Indian
households is mere 2.4 kg per annum as
compared to 20kg per annum.
• 60% of the total cheese is sold in metropolitan
cities
Mumbai
Delhi
Kolkata
Chennai
20%
7% 6%Type of Cheese %Total consumption
Processed 50
Cheese spread 30
Mozarella 10
Flavored/ Spiced 5
Others 5
30%
SOURCE: Analysis of cheese & cheese product market in India by G.R.Jayadevan5

6. Competitive Landscape
• Many entrepreneurs are
entering this market with
cheese variants like
Mozzarella, Cheddar,
Churpee, Bandel, ricotta,
Gouda, La Ferme etc
Amul (GCMMF)
Britannia
LeBon, regional brands -
Gowardhan, Mother Dairy,
Vijaya Foods
Imported brands like Kraft,
Dabon International,
Laughing Cow
60%
5%
10%
25%
SOURCE: Analysis of cheese & cheese product market in India by G.R.Jayadevan6

7. Cheese brands surveyed
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8. Amul Cheese Slices
Amul Cheese Slices available in
100g, 200g, 400g & 750g
Cost: 200g for 108/-
Shelf Life: 6 months
Storage condition:
Refrigerated at 4°C or below.
Do not deep freeze
 Cheese is coated with wax to
protect it from mold
contamination and to reduce the
rate of moisture loss
 Packaging material used : Plastic:
Polyvinylidene Chloride (PVdC)
 Has low gas, water vapor,O2 &
CO2 permeability
 Has resistance to fats and
chemicals
 Light weight
 Good strength
 Glossy and transparent
 High printability
 High level lamination
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9. Gowardhan Nacho Cheese Sauce
 Won the ‘Asia Star 2012’ for packaging
excellence
 Bottle is a five stage multi-layer PP
bottle with EVOH as a barrier layer which
keeps the product inside it fresh
 Shape is child-friendly as it allows only the
required amount to be squeezed out
 Low water transmission, medium gas
permeability, resistance to greases, high
temp stability, good gloss
 EVOH- barrier to gases, odors, fragrances
and solvents
Go Nachos Cheese
Pack: 180g & 500g bottle
Cost: 99 /- for 180g
Shelf life : 6 months
Storage conditions: In room temperature and
not in cold. Should be heated before serving
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10. Britannia Cheese Cubes
 Each cube is wrapped in aluminum foil which comes with an easy-to-tear tape
 These cubes collectively are packed in sliding carton which is made up of
paperboard
Britannia Cheese Cubes
NetWt.: 200g
Cost: 118/-
Shelf Life: 6 months
Storage condition: Keep
refrigerated below 4°C or
below. Do not deep freeze
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11. Gowardhan Cheezo Creamy
Go Cheezo Creamy
Pack: 100g
Cost: 55 /-
Shelf life: 6 months
Storage conditions: Keep refrigerated below
4°C. Consume within 7 days of opening the pack
Winner of ‘Dairy Innovation
Awards 2012’ at Norway
 Plastic squeezable tubes
filled with creamy cheese
Easy to use and acts as a
barrier against moisture, air,
light & temp
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12. Gowardhan Cheese Wedges
Pack: 8 * 20 = 160 gm
Cost: 105 /-
Shelf life: 6 months
Storage conditions: Keep
refrigerated below 4°C
 8 triangular wedges of cheese are packed in a two piece tin box
 Each wedge is wrapped using a aluminum foil & a layer of
paperboard
 A small red ribbon helps in unwrapping the whole foil
 Provides multi-layer protection against moisture, air, light and
temp.
 All-round decoration on outside the can, more aesthetic appeal
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13. Innovative cheese packaging
CHEESE PAPER: Material made up of wax coated paper
and a thin porous polyethylene plastic PARMESANCHEESE PENCILS
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14. FLAVORED MILK
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15. Market share of flavored milk in India
• The flavored milk market in India is expected to grow at a rate of
21-26% during 2012-2016 according to “Indian Dairy Market
Report & Forecast: 2012-2016”
• The flavored milk market is estimated to be worth INR 500
million
• Flavored milk a convenient option for Indian middle class
• Increasing consumer shift due to health awareness, thus
consumers prefer ready-to-drink flavored milk as compared to
carbonated drinks
• Major players are Amul, Mother Dairy,Vadilal industries and
Kwality Dairy
SOURCE:The EconomicTimes (2010)
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16. Competitive Landscape
• Amul Kool market leader with 72%
market share ( Rs.8 in Gujarat for 200ml
and Rs 10 in other states for 200ml)
• Local Players- Amrit foods ( Gagan in
glass bottles in Delhi), Param Dairy
• All companies use Aseptic Packaging for
flavored milk (TetraPak)
Company Brand Name
Amul (GCMMF) Amul Kool
Mother Dairy Chillz
Nestle Milkmaid Funshakes
Vadilal Power Sip
Britannia Actimind
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17. Chillz by Mother Dairy
Chillz Glass bottle
NetWt. : 180ml
Cost : 22/-
Shelf Life: 20 days
Storage condition: Under refrigeration
(below 8°C)
Flavors : Chocolate,Coffee, Kesar elaichi
 Packaged in narrow necked
transparent glass bottle with
crowned caps
 Ultimate protection from O2,
moisture and contamination from
microorganisms
 Prefabricated crowned seal is made
up of aluminum
 Glass bottle can withstand heat
sterilization temp and subsequent
cooling
 Elegant look
 Recyclable & returnable
 Bottles are packed in cartons wherein
paperboard is kept between each
bottle to prevent breakage 17

18. Amul Kool
Amul Kool Plastic (PET) Bottle
NetWt.: 200ml
Cost: 20/-
Shelf Life: 180 days when stored in
cool and dry place
Storage condition: Ambient
Flavors: Kesar and Elaichi
 PET bottle with plastic cap
 Low gas permeability
 Lowe flavor scalping properties as
compared to other plastic material
 Complete transparency
 Bottle is sleeved using
thermoshrinkable polpropylene
labels (PP)
 Wide necked with PP screw cap
 Single use
 Recyclable
 Extended shelf life
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19. Danone’s Danette Choco Smoothie
Danone’s Danette Choco
Smoothie
NetWt.: 200 mlTetraPak
Cost: 25/-
Shelf life: 180 days
Storage condition: Keep in
cool conditions
 Tetrapak packaging consisting of
• 4 layers of Polyethylene
• 1 layer of Aluminum
• 1 layer of Paperboard
 Protection from outside moisture
 Aluminum foil protects againstO2 and light to maintain
the nutritional value flavors of the drink in ambient temp
 Provides strength, stability and smoothness to the
printing surface
 Portable and easy to handle
 Highest preference amongst all kinds of packaging
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20. Sippah Straws (Patented by Unistraw)
Multipack Sippah
Straws (25 pack)
NetWt.: 87.5 g
Cost: 300/-
Storage conditions:
Store in cool & dry place,
away from direct sunlight
Claims:
• No preservatives
• No artificial colors
• No artificial flavors
• Only 2g of sugar per
straw
• Flavors:Chocolate,
Banana,Caramel,
Strawberry,Vanilla
 The straws individually are packaged in
laminated aluminum foil
 Secondary packaging: Carton
 Has 3 parts:
 Recyclable, transparent straw
 Unique filters at each end of the straw
 Multiple UniBeads inside each straw which
delivers flavor to the milk when sipped through
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21. Conclusion
• The demand for varieties of milk based products are on a rise in India
• Specifically, cheese and flavored milk are commodities which are preferred
majorly by the urban population
• Packaging aspects of cheese majorly include materials which acts as a barrier
against O2, moisture, light and other gases
• All cheese brands marketed in India cater to the packaging needs & laws
formulated by FSSAI
• Flavored milk packaging is a growing sector which can involve many more
innovations but is primarily dominated by Aseptic packaging (TetraPak) & glass
bottles
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