Page 22 - Dairy Dimension - Mar-Apr 2025

| Volume 1 | Issue 3 | Mar-Apr 2025 INTERVIEW PRODUCT LAUNCH | Volume 1 | Issue 3 | Mar-Apr 2025

there are bright spots that prove what's possible. technology, and consistent veterinary care. But that also Britannia Launches Greek Yogurt, Aiming to Redefine
Paayas Milk Producer Company, based in Rajasthan, is makes them fertile ground for innovation. India's Premium Dairy Market
one such example. It began with a few thousand Startups can—and should—design for this segment. The
members in 2012 under the NDDB's guidance. Today, it need is for frugal, scalable, and intuitive solutions. Be Britannia Industries Ltd has officially entered India's ensure a high-quality product and timely market
has scaled to over 100,000 milk it AI-based heat detection, real-time milk quality testing, Greek yogurt segment, marking a significant execution. From product texture to brand positioning,
producers—predominantly small and marginal farmers, digital payment platforms, or input delivery—there is expansion in its premium dairy offerings. More than every detail was meticulously crafted.
with women forming a substantial portion of the immense scope. just a new product launch, the initiative reflects “This wasn't just a launch—it was the realisation of a
membership.
What excites me is the potential of partnerships. When Britannia's commitment to innovation, nutritional shared dream,” said a senior executive, highlighting
Paayas operates on three pillars: transparency, FPOs like Paayas collaborate with agri-tech innovators, integrity, and modern consumer preferences. the project's ambition to set new standards in the
member ownership, and market access. Farmers are the results can be transformative. We bring scale and The newly launched Greek yogurt range is designed category.
not just suppliers—they are shareholders. Payments are trust; they bring technology and agility. Together, we can to offer authentic taste, bold flavors, and clean-label Industry experts are already calling Britannia's Greek
quality-linked and directly credited. Over time, this has co-create products that work for the last mile. formulations that appeal to health-conscious urban yogurt a potential category catalyst, bringing scale
built a rare level of trust and loyalty.
6. The U.S. tariff war has been making global consumers. As the functional dairy category gains and sophistication to a market with growing demand
What truly defines Paayas' success is not just headlines. What does it mean for Indian dairy? momentum in India—driven by rising interest in gut but limited mainstream presence.
turnover—it's empowerment. Farmers who once health and protein-rich diets—Greek yogurt remains
operated at the mercy of middlemen now control their The direct impact on Indian dairy has been minimal. Our underpenetrated. Britannia aims to address this gap and Behind the scenes, the project's success is credited to
produce, their prices, and their futures. With a exports to the U.S.—mostly ghee and casein—are become a mass-market leader in the segment. a high-performing team, with special recognition for
professional team and a farmer-elected board, the limited. While increased tariffs can affect Mike La Grange's leadership and drive.
company balances grassroots needs with business competitiveness in niche segments, India remains a The success of this launch stems from a robust cross- Looking ahead, Britannia sees this launch as a first
acumen. It's a blueprint worth replicating. predominantly domestic dairy market. functional effort. Teams across R&D, marketing, step toward reshaping India's dairy landscape, with a
4. Rajasthan is among India's most climate- Our strength lies in policy safeguards. Import duties operations, and logistics collaborated closely to strong team and a clear vision to lead the evolution.
vulnerable regions. How is Paayas equipping between 30% and 60%, combined with strict non-tariff
farmers to adapt to the realities of climate conditions (like the ban on animal-derived feed inputs),
change? protect our rural livelihoods. And rightly so—over 100
Climate resilience is no longer an option—it's imperative. million Indian households depend on dairy.
At Paayas, we are building sustainability into the core of The concern, however, is the indirect ripple effect. If
our operations. U.S. dairy players are locked out of India, they will pivot
We promote climate-smart practices such as water- to other global markets, increasing competition. We also
efficient fodder cultivation, silage making, and heat- need to monitor input costs and broader economic
resistant animal shelters. Our breeding strategy focuses fluctuations.
on local and crossbred cattle that can withstand rising That said, India's dairy ecosystem is resilient. Grounded
temperatures. in local demand, farmer ownership, and a robust
Infrastructure is another focus. We have deployed solar- cooperative tradition, we are not easily shaken by
powered milk chilling units and supported the external shocks. But vigilance, as always, is key.
establishment of biogas plants. These not only reduce Closing Thoughts
emissions but also lower energy costs for rural Dr. Manvir Singh's work at Paayas Milk Producer
households.
Organisation is a compelling example of what happens
But the most important investment is Knowledge. We when purpose-driven leadership meets grassroots
are training farmers in climate-resilient dairy practices empowerment. His commitment to transparency,
and encouraging peer-led learning models. The goal is community-led development, and climate resilience
simple: sustainability must be a shared and ongoing make him not just a leader in the dairy sector, but a
effort.
change maker shaping its future. As India's dairy
5. What challenges do smallholder dairy farmers economy becomes more formalised, inclusive, and tech-
face today, and how can startups help bridge the enabled, the vision of leaders like Dr. Singh will ensure
gap?
that growth is measured not just in litres of milk but in
Smallholder farmers face constraints that large, capital-
lives transformed.
intensive farms don't— limited access to capital,

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