Why Packaging is Your Biggest Asset in India’s Milk Industry

If you’re part of India’s thriving dairy industry, you probably already know that the country leads the world in milk production, climbing from 146.30 million tonnes in 2014-15 to an impressive 239.30 million tonnes in 2023-24*.

*Source: https://www.pib.gov.in/ 

However, as milk production increases, so do the challenges that accompany it. Ensuring the quality of that milk all the way to consumers hinges on one critical factor: smart and compliant packaging. Studies over the years have shown that packaged milk is at risk of containing high levels of microplastics, chemical migration, and potential microbial contamination, despite the highest standards of milk production adopted by dairy farms. According to research from the FSSAI, improper packaging materials can lead to chemical migration, which poses potential health risks for consumers (FSSAI Report, 2022).

The role of packaging: more than just a container

In a market where every drop of milk counts, packaging is more than just a protective layer; it’s your first line of defence against contamination. Proper packaging not only safeguards the milk but also reinforces your commitment to quality and safety. In fact, the right packaging can help:

• Enhance Safety and Compliance: FSSAI regulations dictate that all packaging must be food-grade, tamper-evident, and resistant to chemical migration. This means your materials must be safe for direct contact with milk, ensuring that no harmful substances leach into your product

• Extend Shelf Life: Quality packaging minimises exposure to oxygen, light, and contaminants, extending the milk’s freshness. Advanced barrier technologies can significantly reduce spoilage and waste, translating to better profitability for your business

• Build Brand Trust: Consumers are increasingly aware of food safety and quality. Eye-catching, compliant packaging that highlights your brand’s commitment to safety can enhance consumer trust. When customers believe in your product, they return—time and again.

A nod to the past, a look to the future

Back in India of the 1980s, when milk pouches replaced glass bottles, families ingeniously came up with ways to reuse the empty milk pouches. These pouches would be washed after the milk had been emptied, dried, and stored away to use later - mostly to pack knick-knacks, lunch boxes, and sometimes, even sold to the local ‘raddiwala’ for a fairly handsome price. This was recycling and resourcefulness at its peak; it’s just that back then, people didn’t know that they were ‘recycling’; they were merely being practical with what they had. Fast forward to today, where consumerism rides the waves and talks of sustainability dominate corridors of power, workplaces and schools alike. Is it now time to blend nostalgic resourcefulness with modern convenience to give sustainability the push it deserves? In 2019-2020, the Government of Maharashtra initiated a drive to incentivise consumers for every milk pouch they returned to the dairy. And while this scheme did not quite lift off on the ground, it’s not too late to think about designing packaging that not only serves its purpose but also encourages consumers to recycle and reuse, while providing them with the convenience they seek.

Our work with Healthways, a modern dairy brand in New Delhi, reflects this ethos. By fusing nostalgia with convenience, we’ve crafted a brand identity and packaging that stands out, meets regulations, and connects with consumers. It’s visually appealing and functional, clearly conveying quality and freshness that inspire trust and loyalty.

In an industry where credibility matters, great packaging is not an option or an afterthought. It’s the only chance to show consumers you care, making it easier for them to choose your brand again and again.

So, how do you choose the right packaging? 

Picking the right packaging isn’t just about price. It’s about striking a balance between safety, sustainability, cost, and brand perception:

• Shelf life: For daily consumption, flexible pouches are a popular choice as they are affordable and easy to use. For longer preservation, consider options like gable top cartons that protect the milk from oxygen, light, and contaminants.

• Cost & Scale: LDPE pouches offer a cost-effective packaging solution ideal for mass production without compromising safety. Balancing cost with quality should be a primary focus when selecting your packaging.

• Brand Image: Premium products deserve premium packaging. Pride of Cows, for example, uses high-quality PET bottles, which not only look appealing but also preserve the milk’s flavour and freshness, in turn, communicating the brand’s supreme quality.

• Sustainability: As environmental concerns grow, many brands are leaning towards sustainable packaging options. The challenge here lies not just in meeting sustainability goals, but also in providing ease and convenience to consumers

• Product Compatibility: Tailoring packaging types to the product is essential. Liquid milk typically adapts well to pouches or bottles, while milk powder might require stand-up pouches for convenience and space-saving.

By ensuring your packaging meets prescribed standards, you're not just safeguarding the quality of milk, but you are also sending a powerful message to your customers:  

• “We care about safety and quality”

• “We follow regulations”

• “You can rely on us”

The future of milk packaging

As India’s dairy market continues to evolve, packaging will transform into a critical asset for brands. Here are some key trends to watch out for:

• Sustainability: Eco-friendly packaging is a growing priority as consumers demand responsible choices. Expect more use of biodegradable materials and recyclable formats that showcase a commitment to the environment.

• Smart Packaging: Consumers crave interactivity. Incorporating technology like QR codes and traceability features allows brands to engage customers with product information and connect them to the product's journey from farm to bottle.

• Health and Safety: With increasing awareness of food safety, brands will prioritise innovative packaging that prevents contamination. Tamper-evident seals and advanced barrier technologies will become standard to ensure freshness.

• Personalisation: Tailored packaging that appeals to specific consumer preferences is on the rise. Unique designs and messaging not only enhance brand loyalty but also resonate with targeted audiences.

• Extended Shelf Life: Advances in packaging technology will improve protection against spoilage, resulting in longer-lasting milk that maintains quality and reduces waste.

• Convenience: As lifestyles get busier, packaging that emphasises convenience, such as resealable formats, will be in high demand, catering to on-the-go consumers.

Your big opportunity

Dr Verghese Kurien laid the foundation for India’s dairy revolution in the 1970s, making us the world’s largest producer of milk. Now, the future lies in packaging that builds trust, ensures safety, and stands out in a crowded market.

Ready to future-proof your brand?

Partner with Therefore to develop packaging that’s compliant, safe, innovative and creates an impact. Because in the end, your packaging is your biggest asset—trust us, it’s worth it.