One of the biggest drivers of packaged buttermilk is the fact that compared to western products, such as cheese and yoghurts, buttermilk/chach does not require to undergo the entire cycle of familiarizing Indian consumers.

Driven by their convenience and a steady shift of consumers from carbonated drinks to dairy products, the market for flavoured milk in India is expected to grow at a CAGR of 21% during 2012-2016.

A notable shift in the consumption pattern of ice creams in India has been from impulse purchase by youngsters as fun food to its regular use as a dessert.

Estimates suggest that by 2017, India will not be able to meet its domestic milk demand and will have to import milk from other countries.