September 10 2026: New consumer research turns attention back to one of the country’s most complete, accessible and affordable sources of protein: the dairy already sitting in most Indian kitchens. A glass of milk, a bowl of curd, a cube of paneer, each carries meaningful, easily absorbed protein, and few parts of the country lean on this everyday source as naturally as South India already does.
The bigger opportunity lies in awareness. Even as more Indians actively look to build protein into their daily diet, a nationwide survey of urban, high-income households found that nearly three in four respondents were protein deficient, and that ninety-three percent could not correctly state how much protein an adult needs each day, despite the Indian Council of Medical Research recommending 0.66 to 0.83 grams per kilogram of body weight for a healthy adult. The gap, in other words, is rarely about what is on the table. It is about recognising the protein that is already there.
South India already demonstrates what closing that gap can look like, and government data backs it up. According to the National Family Health Survey, while less than half of Indians nationally consume milk or curd daily, that figure rises well above the national average of 48.8 % across the south. Andhra Pradesh (77.1% men, 74.8% women) and Karnataka (76.2% men, 77.9% women) lead the numbers, with Telangana (68.9 % men, 71.3 % women) and Kerala (62.5 % men, 59.4 % women) following close behind, and Tamil Nadu rounding out a region where dairy already sits at the centre of daily meals rather than at its margins.
A consumer study, the India Lactograph, conducted among urban consumers aged 18 to 39 across South India, adds a sharper layer to this picture. The study found that curd is already near universal habits in the region, used regularly by 80.1% of respondents. Interestingly, the same study found a generational blind spot within these very habits: while a majority of South Indian parents say they give their children milk specifically for its protein value, adults are far less likely to make that same connection for themselves, with many more likely to reach for a packaged protein shake before considering the curd or paneer already on their table.
“South India has been getting its protein from dairy for generations. The India Lactograph report states that 80.1% of South Indian consumers eat curd regularly, and yet adults in the region are more likely to reach for a packaged protein shake than to recognise the nutrition already on their plate. The opportunity lies on educating the consumers about the benefits of dairy led- protein. Closing that awareness gap is something this region is exceptionally well-placed to lead.”, said Gaurav Pande, Chief Executive Officer.
As National Nutrition Week turns the country’s attention to its broader nutrition gaps, the data suggests that closing them will not require the same starting point in every market. In South India, the ingredients and the habits are already in place, quietly, in kitchens across the region. What remains is making sure people give themselves credit for them, a shift in awareness rather than diet, and one this region is better positioned to lead than any other.
About Creamline Dairy Products Limited:
Godrej Jersey, a leading private dairy player in Southern India, has been a trusted name in the dairy industry since 1986. With a presence across Telangana, Andhra Pradesh, Tamil Nadu, Karnataka, and Nagpur in Maharashtra, the company has consistently grown, offering high-quality dairy products under the name Jersey. With 8 composite dairy plants and a state-of-the-art milk powder plant in Ongole, Godrej Jersey has expanded its product portfolio from its roots as a milk business to a diverse range of innovative dairy products.
Over the years, Jersey became a household name, earning the trust of millions for its consistent quality. Following its recent association with the iconic Godrej brand, Jersey embarked on a journey to redefine its identity. The new visual design retains the legacy of the recognizable cow pattern, modified for a cleaner, modern, and more consumer-friendly presentation. This updated look reflects both Jersey’s rich heritage and the promise of quality and trust long associated with the Godrej brand. Godrej Jersey continues to uphold its legacy while embracing a fresh, contemporary identity, offering products that remain synonymous with purity, quality, and innovation.
