With evolving consumer preferences, rising health awareness, and the expansion of quick commerce and modern retail, India’s dairy majors are realigning their growth strategies. Among them, Godrej Jersey, a household name in South India, is leading from the front with a region-first, value-driven approach.
Focusing on Andhra Pradesh and Telangana (APT)—which contribute nearly 60% of the brand’s total revenue—Godrej Jersey is executing a 3×3 growth strategy that hinges on value-added products like Badam Milk, Curd, and Paneer. To achieve a ₹1000 crore value-added portfolio, the company is innovating across product, marketing, and distribution channels.
Consumer Trends Driving Dairy Innovation
The dairy landscape in India is rapidly evolving in response to the demand for functional, fortified, and ready-to-consume products. Consumers are now seeking more than taste; nutrition, convenience, and traceability are equally crucial.
Among the trends Godrej Jersey is responding to:
- Functional dairy: Growth in probiotic curd and protein-enriched beverages
- Convenience-led formats: Single-serve packs, RTD beverages like Badam Milk
- Cultural relevance: Traditional dairy formats reimagined for modern lifestyles
A Mintel study cited by the brand reveals that 48% of consumers view protein-rich dairy as an essential energy source, underlining the need for fortified options.
Regional Consumer Insights: APT at the Core
APT consumers exhibit unique consumption behaviours that align with Godrej Jersey’s product offerings:
- Badam Milk enjoys high acceptance as a culturally rooted alternative to aerated drinks
- Paneer consumption is growing in urban zones like Hyderabad, driven by vegetarian meal preferences
- Curd (Gatti Perugu) is a daily staple, consumed by over 70% of men and women in the region
Godrej Jersey curd is positioned as a thick, creamy, and authentic option, appealing to households seeking traditional taste with premium consistency.
Integrated Media Strategy: From BTL to ATL
Traditionally known for its BTL (Below-the-Line) strength, Godrej Jersey is now embracing a hybrid marketing approach, combining ATL (Above-the-Line) visibility with localised activation.
Recent initiatives include:
- TVCs featuring Rana Daggubati for Godrej Jersey Badam Milk
- Expanded ATL campaigns to boost mass visibility and brand recall
- BTL initiatives: In-store activations, regional influencer collaborations, and quick commerce partnerships
This dual-channel strategy is crafted to drive awareness and foster deep engagement across all consumer touchpoints.
Investment Focus: Distribution, Innovation, and Media
To achieve its ₹1000 Cr target, Godrej Jersey is:
- Increasing R&D spend by 50% in FY26
- Targeting 50,000 retail outlets in Telangana alone
- Expanding presence in modern trade, general trade, and quick commerce
- Investing in a diversified media mix spanning digital, print, TV, and influencer-led campaigns
By blending data-driven insights with on-ground understanding, the brand aims to dominate the value-added dairy space in South India and build scalable models for other regions.
“APT is our biggest ‘right to win’ geography,” the company stated in its marketing roadmap. “Our strategy is to deepen market leadership where we hold the highest brand equity before replicating the model elsewhere.”
