Demand for ‘organic farm fresh milk’ expected to witness ‘exponential growth’

Image Source: Organic Store

Aug 1, 2018

No doubt that the ‘organic farm fresh milk’ demand is still nascent in India but awareness and health consciousness will lead to its exponential growth. Many young professional, who quit their jobs in MNCs and investment banks to tap the growth in the sector, have brought up many start up to help people have a healthy choice.

Most milk currently produced in India is from Jersey (English-French) and the Holstein Friesian (Dutch) breeds or from their cross-breeds with Indian cows or buffaloes. A majority of these cows are injected with hormone supplements or antibiotics for the enhancement of milk production.

On the other hand, organic milk is characteristically produced from indigenous breeds, which are fed on organically grown fodder. These cows do not require hormone supplements or antibiotics as they are ‘native’ breeds and hence adapted to Indian conditions.

Kolkata-based The Good Cow Company has a variety of cows capable of producing A2 milk. The A2 tag helps the company charge a premium: the milk is priced at ₹80 a litre (as compared to an average price of ₹42 a litre for pouch milk) and comes with an ‘assured home delivery’ for 365 days.

Some of the native breeds capable of producing A2 milk include the Sahiwal from Punjab, Gir from Gujarat, and Tharparkar from Rajasthan.Apart from growing their own cattle fodder, these companies also try to ensure that their milk is untouched, right up to packaging. This reduces the bacteria count and is a much healthier option, he added.

According to sources, the organic dairy market is currently around 1 per cent of the total industry. However, with rising awareness around adulteration of milk and its associated health hazards, the segment is likely to witness robust growth in the coming years.

According to industry sources, desi cows produce around 1,600-2,500 kg of milk per lactation cycle, which is lower than the average yield of HF (Holstein Friesians) and Jersey pure-breds and cross-breds, which is estimated to be close to 5,000 kg per cycle.

It is important to know what is is organic milk and what is A2 milk so that the consumer is clear. But unfortunately, the cow is a sensitive issue in our country. In the absence of any kind of regulatory labelling on this kind of product, you can actually end up confusing your consumers.



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