Godrej Jersey has lowered the entry barrier in India’s flavoured milk segment by launching a 110 ml Badam Milk pack priced at ₹20. Importantly, this is the first Badam Milk SKU in the country at this price point. Until now, most leading brands priced similar products at ₹30 or higher. As a result, the new launch directly improves affordability and widens consumer access.
Affordable Nutrition Rooted in Tradition
Badam Milk holds a strong emotional and cultural value in Indian households. Families have long viewed it as a nourishing drink linked with care, warmth and daily wellness. However, ready-to-drink options remained premium-priced for years. Godrej Jersey aims to change this equation. By offering Badam Milk at ₹20, the brand blends tradition with convenience. Moreover, it positions flavoured milk as a regular nutrition choice rather than an occasional treat.
Shifting Consumer Preferences Support Growth
According to the Godrej Jersey India Lactograph FY25–26, 53% of households prefer milk in flavoured formats. This shift reflects rising demand for taste-led and convenient nutrition. Therefore, affordability has become a key driver of category expansion. The ₹20 SKU directly addresses this trend. It balances taste, nutrition and price, especially for value-conscious families and semi-urban consumers.
Encouraging Early Adoption Among Children
Notably, the new pack targets school-going children. At ₹20, children can purchase Badam Milk using pocket money. This strategy supports early habit formation and regular consumption. As a result, Godrej Jersey strengthens long-term brand loyalty while expanding flavoured milk penetration among younger consumers.
Rapid Retail Reach Through General Trade
Godrej Jersey launched the product exclusively through General Trade. This channel remains the backbone of dairy retail in India. Within just 75 days, the ₹20 Badam Milk pack reached nearly 15,000 outlets.
Consequently, the brand has ensured strong visibility at neighbourhood stores, which most families visit daily.
Brand Perspective on Inclusive Nutrition
Commenting on the launch, Shantanu Raj, Head of Marketing at Godrej Jersey, highlighted the brand’s focus on accessibility. He stated that the product delivers sustained energy, vitamins, natural protein and calcium without a premium price. Importantly, the company believes nutrition should remain affordable for every household.
Impact on the Flavoured Milk Segment
Overall, Godrej Jersey’s pricing move could reshape the flavoured milk market. Other brands may now review their pricing and packaging strategies. By lowering costs, Godrej Jersey has expanded the consumer base and redefined value expectations in the category.
