Milk is the nature’s idea of food for infants and growing children in our country, except in rare cases of lactose intolerance. The importance of milk occupies in our diet has been recognized his childhood. Origin of the Milk Industry: since Vedic time, and all modern research has only supported and reinforced this view.
In fact, milk is now considered not only desirable but very much essential to person from After the independence dairy and animal husbandry taken vital importance. For this lot of development programs made by the government through Five year plans.This leads to formation of National dairy Development Board in 1965 and thus in 1970 decided to bring a White Revolution through out the country. Mr. Verghese Kurien is called as Father of White Revolution.
India, the world’s largest malt-based drinks market, accounts for 22% of the world’s retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick. The Health food drinks category consists of white drinks and brown drinks.South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed at about 90,000 ton and is estimated to be growing at about 4%.
These Malt beverages, though, are still an urban phenomenon. White drinks account for almost two-thirds of the market. GSK Consumer Healthcare is the market leader in the white malt beverages category with a 60. 7% overall market share. Heinz’s Complan comes in second (in this segment, third overall) with a market share of 12-13%. Market leader GSK also owns other brands such as Boost, Maltova and Viva.
Drinking milk products consists of an extremely popular group of dairy products in India. Milk is seen as a source of wholesome nutrition amongst rural as well as urban households, with fresh/pasteurised milk expected to comprise 83% of value sales of drinking milk products in 2011. According to a national survey conducted by the National Sample Survey Organisation (NSSO), an average Indian family’s spend on dairy products was only next to cereals in terms of food expenditure incurred every month. Example of milk based beverages in India-: * Coffee * Horlicks * Boost * Bournvita * Instant milk
