Volume : 2 | Issue : 3 | March 2013
ISSN - 2250-1991
A Strategic Analysis of Cheese and Cheese
Products Market in India
* G.R. Jayadevan
* Academic Consultant/Asst. Professor, Department of Dairy Business Management, College of Dairy Science & Technology, Kerala Veterinary and Animal Sciences University, Mannuthy P.O., Thrissur, Kerala-680 651 Keywords:
Indian dairying is emerging as an important growth leverage
of the economy. For sheer numbers, dairying here has no
match in the world. The figures are simply mind boggling. Milk production has come a long way over the years from a low
volume of 17 million tonnes in 1951 to 112 million tonnes in 2010. The Indian dairy market is growing at an annual growth rate of 7% at current prices. More than 50% of the total fluid milk produced in the country is consumed in the urban market. The reason for the rise in consumption of the milk is that its demand is highly income elastic. The dairy expenditure,
particularly of value added products of the richest household are ten times that of the poorest3. This is in contrast with most other countries where rich substitute milk with other sources of protein including meat and poultry. Further, the domestic market for value added products like butter, cheese, ice cream, dairy whiteners and spreads is galloping at 8-10% per year4. The future of Indian dairy industry as a sustaining enterprise in the national and international market is promising and its growth potential is high.
A few decades ago, India was more of a ‘butter’ country. Butter finds place in the breakfast in many urban homes. We could rarely find a cheese block somewhere in the house. Except for the popular Indian variety of cottage cheese - Paneer, India is not traditionally a ‘cheese nation’. Cheese was more or less kept for sandwiches, or to create dishes that would
go along as evening dishes or accompaniments to cocktails.
Now, the mainstream use of cheese and cheese spreads
has increased in the urban mainstream. Cheese is used
as cheese blocks, grated cheese and cheese spreads. With
the growing saturation of cheese consumption in the West
and the encouraging successes in other ‘non-cheese’ Asian countries like Japan and China; overseas cheese producers
are eyeing the Indian market for its huge promise. While a
few years ago Indians had access to only one type of basic
cheese, several companies have entered the foray and there
are multiple cheese types that are available at the stores.
CHEESE TYPES POPULAR IN INDIA
Cheese can basically be broadly defined into hard cheese,
soft cheese and very hard cheese. The different kinds of
cheese types that are available today are:
Cheddar: Cheddar is a kind of hard cheese that is relatively more famous than other hard cheese types. Cheddar can be
mild or sharp flavoured and can be smooth or dry, depending on the age of the cheese. Cheddar can be anything from just a month old to even three years old. Cheddar cheese is
normally used for cooking purposes and as ingredients for
soups and sauces. Cheese is also used for grating and melting. Spices are added to the Cheddar to improve its taste.
Paneer (Cottage Cheese): ‘Paneer’ the ‘very young Cheese’ is most familiar to Indian households. In smaller towns and
rural areas, consumers still prefer non-branded cottage
cheese processed by local dairy owners called “paneer.” Unlike cheese cubes, paneer is softer and bland and all Indian delicacies are made out of paneer. It arrives in the market in large chunks that look like loaves of bread. It is cut, weighed and sold loose. People prefer cheese in the form of paneer
because they get fresh stocks every day. It is also much more economical as compared to branded cheese. Paneer sells
at 100-140 rupees per kilogram as against branded cheese
which sells around 200 rupees per kilogram. Paneer is used
as stuffing for popular deep-fried north Indian snacks such...
References: Y. (2009). Milk and Dairy Products in India Production, Consumption and Exports: Introduction. India: Hindustan Studies & Services Ltd. Retrieved 17 June 2012,from
5. Mathur, H. (2007). “Indian dairying: Prospects and Opportunities”, Dairy India, 2007, pp 43-49. 6. Nair KN (1987). Animal protein consumption and the sacred cow
complex in India
Market”, Mar 27, 2011,http://economictimes.indiatimes.com/features/et-sunday-magazine/the-upcoming-trends-in-indian-cheese-market/articleshow/7794183.cms 11.
Singh, R. (2011). India Dairy and Products Annual Report 2010. USDA Foreign Agricultural Service: Global Agricultural Information Network. Retrieved 16 June 2012,
from static.globaltrade.net/files/pdf/20110226231255627.pdf 12
Please join StudyMode to read the full document