In 2025, Indian consumers became increasingly deliberate about their dairy purchases, prioritising quality, traceability and nutrition over price or volume. GST clarity for dairy products standardised taxation across states and categories, providing a level playing field for branded players and allowing companies like Parag Milk Foods to focus on premium and value-added offerings such as high-protein dairy, ghee, paneer and cheese.
Parag strengthened its multi-channel distribution network, spanning general trade, modern trade, quick commerce and e-commerce, while running campaigns designed for visibility with intent. Marketing initiatives combined digital-first strategies, influencer-led content and culturally relevant TV partnerships. Notable activations included Gowardhan Ghee with Kaun Banega Crorepati, Go Cheese with Super Dancer, Avvatar with Rise and Fall and MTV Roadies, and campaigns featuring Janhvi Kapoor, highlighting product quality, purity, traceability and nutrition.
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At the centre of these initiatives, Akshali Shah, Executive Director at Parag Milk Foods, guided the integration of consumer insights, premiumisation strategy and marketing execution. Under her leadership, Parag strengthened focus on Pride of Cows milk, Avvatar protein products and other value-added dairy offerings, while coordinating marketing spend to optimise both urban digital-first engagement and rural visibility.
For 2026, Parag Milk Foods will focus on scaling with discipline, expanding premium and new-age businesses, strengthening distribution in high-growth markets, and continuing innovation in nutrition-led categories, while maintaining focus on core categories such as Ghee, Cheese and Paneer. These efforts aim to build Parag Milk Foods into a trusted global nutrition player, anchored in Indian dairy expertise and strong brands.
Consumer Intentionality and Shift Toward Premium
In 2025, Indian consumers became increasingly deliberate about their food choices, showing a preference for trusted and branded nutrition even in categories traditionally seen as commodity-driven.
Shah said, “2025 was the year Indian consumers became far more intentional about what they consumed. We observed a clear shift toward trusted, branded nutrition, even in categories that were once considered commodity-driven. Consumers were willing to spend more, but only when quality, source, and consistency were clear.”
Recognising this shift, Parag Milk Foods strengthened its focus on value-led growth rather than volume-led expansion. Moreover, Shah, “For Parag Milk Foods, this reinforced our long-term belief in value-led growth over volume-led growth. It prompted us to deepen our focus on premium dairy, protein-led nutrition, and clean-label offerings, while continuing to strengthen core categories such as ghee, cheese, whey protein, and paneer. This consumer shift is reflected in our improved product mix and margin expansion during the year.”
Premiumisation Through Pride of Cows
The ‘Pride of Cows’ brand has established a distinct position in India’s premium dairy market, thanks to its farm-to-home, single-origin model that ensures complete traceability. In addition, Shah, “Pride of Cows enjoys a scale and presence comparable to that of a major player in the mass dairy segment. However, there is no direct comparison within the premium space, as Pride of Cows stands alone in its farm-owned, single-origin model.”
Furthermore, she added, “No other brand in India offers milk and dairy products produced entirely from its own farm at this scale while maintaining end-to-end traceability. Pride of Cows has thus emerged as the preferred choice among households that view food as an investment in health and well-being.”
Parag Milk Foods’ expansion in 2025 was supported by a carefully balanced mix of general trade, modern trade, quick commerce, and e-commerce, enabling the brand to reach both urban and tier-II/III markets. Consequently, Shah, “Growth in 2025 came from channel balance rather than channel dependence. General trade continued to drive scale for our core brands, while modern trade and quick commerce played a critical role in discovery and premium product uptake.”
Additionally, she outlined, “Parag Milk Foods has built a truly pan-India distribution infrastructure that underpins its branded dairy FMCG portfolio. We operate in 29 depots, over 500 superstockists, over 4,500 distributors, and reach more than 4.6 lakh retail outlets across the country.”
Strategic Marketing and Consumer Engagement
In 2025, marketing initiatives were designed for visibility with purpose, combining traditional campaigns with digital and influencer-led outreach. Moreover, Shah, “2025 was about visibility with intent. Instead of chasing noise, we focused on platforms and partnerships that aligned with each brand’s role in consumers’ lives. Associations such as Gowardhan Ghee with Kaun Banega Crorepati, Go Cheese with Super Dancer, and Avvatar with Rise and Fall & MTV Roadies, along with digital and influencer-led outreach, helped us stay culturally relevant while remaining true to the brand’s purpose.”
With a disciplined allocation of 3–4% of revenue toward marketing, campaigns were tailored to urban and rural audiences. In particular, Shah, “In 2025, Parag Milk Foods transformed its marketing approach by transitioning into a brand-led FMCG powerhouse, backed by a disciplined allocation of 3–4% of revenue towards strategic growth. In urban centres, the company adopted a digital-first engagement strategy, utilising sharp narrative storytelling to highlight product traceability and purity, critical for premium brands like Pride of Cows. Conversely, in rural and semi-urban markets, the focus shifted to on-ground visibility and trust-building through regional media and vernacular content.”
ROI and Consumer Engagement
The company measured success beyond impressions, focusing on repeat purchases, off-take velocity, and brand salience. Furthermore, Shah, “ROI measurement went beyond impressions and reach. We tracked off-take velocity, repeat purchase behaviour, and brand salience within specific categories. Campaigns that combined strong storytelling with retail visibility consistently delivered better outcomes. Integrated media partnerships and influencer-led digital campaigns drove both awareness and conversion. This reinforced our belief that consistent presence matters more than sporadic spikes.”
Premiumisation, farm expansion, and high-protein, value-added products contributed significantly to Parag Milk Foods’ growth. In addition, Shah, “The premium dairy segment in India is witnessing strong, steady growth, driven by rising disposable incomes, increasing health consciousness, and a clear shift towards quality, provenance, and transparency. New-age businesses now contribute 9% of overall revenue, driven by Pride of Cows and Avvatar. Value-added products, especially in protein and premium dairy, are expanding our consumer base beyond traditional households into fitness, lifestyle, and young urban consumers.”
Looking ahead, Parag Milk Foods plans to scale its premium and new-age businesses, strengthen distribution, and continue innovating in nutrition-led categories. Consequently, Shah, “2026 will be about scaling with discipline. Our priorities include expanding premium and new-age businesses, strengthening distribution in high-growth markets, and continuing innovation in nutrition-led categories. Focusing on the core categories like Ghee, Cheese and Paneer. We remain focused on building Parag Milk Foods into a trusted global nutrition player, anchored in Indian dairy expertise, strong brands, and long-term value creation.”
