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Indian Dairy Market: By Product: Liquid Milk, UHT Milk, A2 Milk, Organic Milk, Flavoured Milk, Curd, Lassi, Butter Milk (Chach), Flavoured and Frozen Yoghurts, Cheese, Probiotic Dairy Products, Butter, Others; Regional Analysis; Historical Market and Forecast (2017-2027); Market Dynamics; Competitive Landscape; Industry Events and Developments
Indian Dairy Market Outlook
The Indian dairy market size reached a value of nearly INR 11356.6 Billion in 2020. The Indian dairy market is expected to grow at a CAGR of around 15.4% in the forecast period of 2022-2027.
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The Indian dairy market is focussing on increasing its milk productivity per animal. The country produces a large volume of dairy, but the per animal production, despite having the largest bovine population, is less than the world average is more than 2300 kilograms. It holds only 0.01% of the global dairy export due to high consumption within the region, a significant share of the products are sold as milk. Dairy is a crucial part of the country's economic development, providing income and employment to a large population. Nearly 80% of the rural households in the country, including landless, marginal, as well as small farmers, are engaged in milk production activities. The country has high growth potential for the development of the market and, thus, higher export volumes.
The industry also helps in social and economic development since a large population relies on the market for employment and income. The consumption of dairy, especially solid-fluid milk is extremely high in the region. The Government of India has also introduced several programs in order to increase production in the country. They are encouraging rural producers through certain initiatives and schemes. National Dairy Programme Phase-I is one such programme by the government which aims to provide further impetus to the dairy production in the region. Along with rural production, multiple private companies have also been emerging in the region.
Market Segmentation
The dairy market is the market, which includes harvesting as well as the processing of animal milk products. The source could be cows, goats, buffaloes, camel, among others. A dairy is generally located on a specialized farm or even in a section of a multi-purpose farm (mixed farm) where the harvesting of dairy products take place.
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The product types can be segmented into the following:
- Liquid Milk
- UHT Milk
- A2 Milk
- Flavoured Milk
- Organic Milk
- Curd
- Lassi
- Butter Milk (Chach)
- Flavoured and Frozen Yoghurts
- Cheese
- Probiotic Dairy Products
- Butter
- Ghee
- Paneer
- Khoya
- Dairy Whitener
- Skimmed Milk Powder
- Ice-Cream
- Dairy Sweets
- Cream
- Whey
- Milk Shake
- Sweet Condensed Milk
The EMR report also covers the regional diary markets like North India, West and Central India, South India, and East India.
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Market Analysis
The Indian dairy market is being driven by the high population of dairy herd. India has the largest bovine population in the world. The industry provides income and employment to a large population, thus is a growing market. The Indian dairy market is also boosted by the rising disposable income of the consumers, fuelled by the developing economy of the country. India is one of the nations with the rapidly rising population, which acts as another driver for the market. The explicit use of dairy products in the ever-growing food and beverage industry is another major driver supporting the industry growth.
The other major driver which is providing impetus to the Indian dairy market is a better system of harvesting, which is leading to better and higher productivity. The country is focussing on improving its per animal output and taking certain initiatives for the same. The Government of India introduced the National Dairy Programme to increase the output level and provide better opportunities to dairy harvesters, driving the demand further.
The Indian dairy market is also being propelled by the entry of private companies, both national and international. These private companies come with a wide range of products catering to different demands of the consumers. Value-added dairy goods, including cheese, probiotic drinks, yoghurt, etc, are garnering more attention among the consumers. The Indian dairy market is growing due to the product's preference among the consumers for high calcium content, along with other vital nutrients, which has made it an essential part of the daily diet.
Competitive Landscape
The report gives a detailed analysis of the following key players in the Indian dairy market, covering their competitive landscape, capacity, and latest developments like mergers, acquisitions, and investments, expansions of capacity, and plant turnarounds:
Dairy Cooperatives
- Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF)
- Karnataka Co-operative Milk Producers Federation Limited (KMF)
- Rajasthan Cooperative Dairy Federation Ltd (RCDF)
- Mother Dairy Fruits & Vegetables Pvt Limited
- Punjab State Cooperative Milk Producers' Federation Limited (MILKFED)
- Orissa State Cooperative Milk Producers Federation Ltd (OMFED)
- Maharashtra Rajya Sahakari Dudh Mahasangh Maraydit (Mahasangh)
- Others
Private Dairies
- Britannia Industries Ltd.
- Sterling Agro Industries Limited
- Parag Milk Foods Limited.
- Nestle India Limited
- VRS Foods Limited
- Others
The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis.
| REPORT FEATURES | DETAILS |
|---|---|
| Base Year | 2020 |
| Historical Period | 2017-2021 |
| Forecast Period | 2022-2027 |
| Scope of the Report | Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment- Product, Region |
| Breakup by Product | Liquid Milk, UHT Milk, A2 Milk, Organic Milk, Flavoured Milk, Curd, Lassi, Butter Milk (Chach), Flavoured and Frozen Yoghurts, Cheese, Probiotic Dairy Products, Butter, Ghee, Paneer, Khoya, Dairy Whitener, Skimmed Milk Powder, Ice-Cream, Dairy Sweets, Cream, Whey, Milk Shake, Sweet Condensed Milk |
| Breakup by Region | North India, West and Central India, South India, East India |
| Market Dynamics | SWOT, Porter's Five Forces, Key Indicators for Price and Demand |
| Trade Data Analysis | Major Importing Countries by Value and Volume, Major Exporting Countries by Value and Volume |
| Price Analysis | Historical and Forecast Price Trends- Regional |
| Competitive Landscape | Market Structure, Company Profiles- Company Overview, Product Portfolio, Demographic Reach and Achievements, Certifications |
| Companies Covered (Dairy Cooperatives) | Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF), Karnataka Co-operative Milk Producers Federation Limited (KMF), Rajasthan Cooperative Dairy Federation Ltd (RCDF), Mother Dairy Fruits & Vegetables Pvt Limited, Punjab State Cooperative Milk Producers' Federation Limited (MILKFED), Orissa State Cooperative Milk Producers Federation Ltd (OMFED), Maharashtra Rajya Sahakari Dudh Mahasangh Maraydit (Mahasangh), Others |
| Companies Covered (Private Dairies) | Britannia Industries Ltd., Sterling Agro Industries Limited, Parag Milk Foods Limited., Nestle India Limited, VRS Foods Limited, Others |
| Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
| Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
*We at Expert Market Research always thrive to give you the latest information. The numbers in the article are only indicative and may be different from the actual report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Market Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Indian Dairy Market Snapshot
7 Industry Opportunities and Challenges
8 Indian Milk Market Overview
8.1 India Milk and Milk Products Historical Market (2017-2021)
8.2 India Milk and Milk Products Market Forecast (2022-2027)
8.3 India Milk Production by Cows and Buffaloes
8.4 Milk Utilization Patterns in India
9 Indian Dairy Market Analysis
9.1 Key Industry Highlights
9.2 Indian Dairy Historical Market (2017-2021)
9.3 Indian Dairy Market Forecast (2022-2027)
9.4 Structure of the Indian Dairy Industry
9.5 Indian Dairy Market by Product
9.5.1 Liquid Milk
9.5.1.1 Market Share
9.5.1.2 Historical Trend (2017-2021)
9.5.1.3 Forecast Trend (2022-2027)
9.5.1.4 Breakup by Type
9.5.1.4.1 Cow Milk
9.5.1.4.2 Goat Milk
9.5.1.4.3 Camel Milk
9.5.1.5 Breakup by States
9.5.1.6 Breakup by Key Players
9.5.2 UHT Milk
9.5.2.1 Market Share
9.5.2.2 Historical Trend (2017-2021)
9.5.2.3 Forecast Trend (2022-2027)
9.5.2.4 Breakup by States
9.5.2.5 Breakup by Key Players
9.5.3 A2 Milk
9.5.3.1 Market Share
9.5.3.2 Historical Trend (2017-2021)
9.5.3.3 Forecast Trend (2022-2027)
9.5.3.4 Breakup by States
9.5.3.5 Breakup by Key Players
9.5.4 Organic Milk
9.5.4.1 Market Share
9.5.4.2 Historical Trend (2017-2021)
9.5.4.3 Forecast Trend (2022-2027)
9.5.4.4 Breakup by States
9.5.4.5 Breakup by Key Players
9.5.5 Flavoured Milk
9.5.5.1 Market Share
9.5.5.2 Historical Trend (2017-2021)
9.5.5.3 Forecast Trend (2022-2027)
9.5.5.4 Breakup by States
9.5.5.5 Breakup by Key Players
9.5.6 Curd
9.5.6.1 Market Share
9.5.6.2 Historical Trend (2017-2021)
9.5.6.3 Forecast Trend (2022-2027)
9.5.6.4 Breakup by Type
9.5.6.4.1 Cup Curd
9.5.6.4.2 Pouch Curd
9.5.6.5 Breakup by States
9.5.6.6 Breakup by Key Players
9.5.7 Lassi
9.5.7.1 Market Share
9.5.7.2 Historical Trend (2017-2021)
9.5.7.3 Forecast Trend (2022-2027)
9.5.7.4 Breakup by States
9.5.7.5 Breakup by Key Players
9.5.8 Butter Milk (Chach)
9.5.8.1 Market Share
9.5.8.2 Historical Trend (2017-2021)
9.5.8.3 Forecast Trend (2022-2027)
9.5.8.4 Breakup by States
9.5.8.5 Breakup by Key Players
9.5.9 Flavoured and Frozen Yoghurts
9.5.9.1 Market Share
9.5.9.2 Historical Trend (2017-2021)
9.5.9.3 Forecast Trend (2022-2027)
9.5.9.4 Breakup by States
9.5.9.5 Breakup by Key Players
9.5.10 Cheese
9.5.10.1 Market Share
9.5.10.2 Historical Trend (2017-2021)
9.5.10.3 Forecast Trend (2022-2027)
9.5.10.4 Breakup by States
9.5.10.5 Breakup by Key Players
9.5.11 Probiotic Dairy Products
9.5.11.1 Market Share
9.5.11.2 Historical Trend (2017-2021)
9.5.11.3 Forecast Trend (2022-2027)
9.5.11.4 Breakup by States
9.5.11.5 Breakup by Key Players
9.5.12 Butter
9.5.12.1 Market Share
9.5.12.2 Historical Trend (2017-2021)
9.5.12.3 Forecast Trend (2022-2027)
9.5.12.4 Breakup by States
9.5.12.5 Breakup by Key Players
9.5.13 Ghee
9.5.13.1 Market Share
9.5.13.2 Historical Trend (2017-2021)
9.5.13.3 Forecast Trend (2022-2027)
9.5.13.4 Breakup by States
9.5.13.5 Breakup by Key Players
9.5.14 Paneer
9.5.14.1 Market Share
9.5.14.2 Historical Trend (2017-2021)
9.5.14.3 Forecast Trend (2022-2027)
9.5.14.4 Breakup by States
9.5.14.5 Breakup by Key Players
9.5.15 Khoya
9.5.15.1 Market Share
9.5.15.2 Historical Trend (2017-2021)
9.5.15.3 Forecast Trend (2022-2027)
9.5.15.4 Breakup by States
9.5.15.5 Breakup by Key Players
9.5.16 Dairy Whitener
9.5.16.1 Market Share
9.5.16.2 Historical Trend (2017-2021)
9.5.16.3 Forecast Trend (2022-2027)
9.5.16.4 Breakup by States
9.5.16.5 Breakup by Key Players
9.5.17 Skimmed Milk Powder
9.5.17.1 Market Share
9.5.17.2 Historical Trend (2017-2021)
9.5.17.3 Forecast Trend (2022-2027)
9.5.17.4 Breakup by States
9.5.17.5 Breakup by Key Players
9.5.18 Ice-Cream
9.5.18.1 Market Share
9.5.18.2 Historical Trend (2017-2021)
9.5.18.3 Forecast Trend (2022-2027)
9.5.18.4 Breakup by States
9.5.18.5 Breakup by Key Players
9.5.19 Dairy Sweets
9.5.19.1 Market Share
9.5.19.2 Historical Trend (2017-2021)
9.5.19.3 Forecast Trend (2022-2027)
9.5.19.4 Breakup by States
9.5.19.5 Breakup by Key Players
9.5.20 Cream
9.5.20.1 Market Share
9.5.20.2 Historical Trend (2017-2021)
9.5.20.3 Forecast Trend (2022-2027)
9.5.20.4 Breakup by States
9.5.20.5 Breakup by Key Players
9.5.21 Whey
9.5.21.1 Market Share
9.5.21.2 Historical Trend (2017-2021)
9.5.21.3 Forecast Trend (2022-2027)
9.5.21.4 Breakup by States
9.5.21.5 Breakup by Key Players
9.5.22 Milk Shake
9.5.22.1 Market Share
9.5.22.2 Historical Trend (2017-2021)
9.5.22.3 Forecast Trend (2022-2027)
9.5.22.4 Breakup by States
9.5.22.5 Breakup by Key Players
9.5.23 Sweet Condensed Milk
9.5.23.1 Market Share
9.5.23.2 Historical Trend (2017-2021)
9.5.23.3 Forecast Trend (2022-2027)
9.5.23.4 Breakup by States
9.5.23.5 Breakup by Key Players
9.6 Indian Dairy Market by Region
9.6.1 Market Share
9.6.1.1 North India
9.6.1.2 West and Central India
9.6.1.3 South India
9.6.1.4 East India
10 Regional Analysis
10.1 North India
10.1.1 Historical Trend (2017-2021)
10.1.2 Forecast Trend (2022-2027)
10.2 West and Central India
10.2.1 Historical Trend (2017-2021)
10.2.2 Forecast Trend (2022-2027
10.3 South India
10.3.1 Historical Trend (2017-2021)
10.3.2 Forecast Trend (2022-2027)
10.4 East India
10.4.1 Historical Trend (2017-2021)
10.4.2 Forecast Trend (2022-2027)
11 Market Dynamics
11.1 SWOT Analysis
11.1.1 Strengths
11.1.2 Weaknesses
11.1.3 Opportunities
11.1.4 Threats
11.2 Porter’s Five Forces Analysis
11.2.1 Supplier’s Power
11.2.2 Buyers Power
11.2.3 Threat of New Entrants
11.2.4 Degree of Rivalry
11.2.5 Threat of Substitutes
11.3 PESTEL Analysis
11.3.1 Political
11.3.2 Economic
11.3.3 Social
11.3.4 Legal
11.3.5 Environmental
11.3.6 Technological
11.4 Key Indicators for Demand
11.5 Key Indicators for Price
12 Value Chain Analysis
13 Trade Analysis
13.1 Major Exporting Countries
13.1.1 By Volume
13.1.2 By Value
13.2 Major Importing Countries
13.2.1 Volume
13.2.2 By Value
14 Price Analysis
15 Indian Dairy Market: Procurement and Distribution
15.1 Procurement
15.1.1 Milk Procurement Model: Cooperatives and Private Dairies
15.1.1.1 Milk Production at Village Level
15.1.1.2 Milk Collection at Collection Centres
15.1.1.3 Transportation and Processing
15.1.2 Incentives by Milk Processers to Farmers for Milk Collection
15.1.2.1 Compensation
15.1.2.2 Bonus
15.1.2.3 Insurance
15.1.2.4 Loans
15.1.2.5 Health Check-ups and Medical Facilities
15.1.2.6 Subsidized Cattle Feed and Seeds
15.1.2.7 Other Incentives
15.1.3 Procurement Prices of Milk in India
15.1.4 Challenges of Milk Procurement in India
15.2 Distribution
15.2.1 Milk and Milk Products Distribution: Cooperatives and Private Dairies
15.2.1.1 Manufacturing Plant: Product Processing, Packaging and Delivery
15.2.1.2 Distributors
15.2.1.3 Retailers
15.2.1.4 Retail Parlors
15.2.1.5 Door Delivery Systems
15.2.1.6 Cash and Carry
15.2.2 Selling Prices of Milk in India
15.2.3 Distributor and Retailer Margins
15.2.4 Challenges of Milk Distribution in India
16 Competitive Landscape
16.1 Market Structure
16.2 Key Players’ Market Share
16.3 Company Profiles
16.3.1 Dairy Cooperatives
16.3.1.1 Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF)
16.3.1.1.1 Company Overview
16.3.1.1.2 Product Portfolio
16.3.1.1.3 Demographic Reach and Achievements
16.3.1.1.4 Financial Summary
16.3.1.1.5 Certifications
16.3.1.2 Karnataka Co-operative Milk Producers Federation Limited (KMF)
16.3.1.2.1 Company Overview
16.3.1.2.2 Product Portfolio
16.3.1.2.3 Demographic Reach and Achievements
16.3.1.2.4 Financial Summary
16.3.1.2.5 Certifications
16.3.1.3 Rajasthan Cooperative Dairy Federation Ltd (RCDF)
16.3.1.3.1 Company Overview
16.3.1.3.2 Product Portfolio
16.3.1.3.3 Demographic Reach and Achievements
16.3.1.3.4 Financial Summary
16.3.1.3.5 Certifications
16.3.1.4 Mother Dairy Fruits & Vegetables Pvt Limited
16.3.1.4.1 Company Overview
16.3.1.4.2 Product Portfolio
16.3.1.4.3 Demographic Reach and Achievements
16.3.1.4.4 Financial Summary
16.3.1.4.5 Certifications
16.3.1.5 Punjab State Cooperative Milk Producers’ Federation Limited (MILKFED)
16.3.1.5.1 Company Overview
16.3.1.5.2 Product Portfolio
16.3.1.5.3 Demographic Reach and Achievements
16.3.1.5.4 Financial Summary
16.3.1.5.5 Certifications
16.3.1.6 Orissa State Cooperative Milk Producers Federation Ltd (OMFED)
16.3.1.6.1 Company Overview
16.3.1.6.2 Product Portfolio
16.3.1.6.3 Demographic Reach and Achievements
16.3.1.6.4 Financial Summary
16.3.1.6.5 Certifications
16.3.1.7 Maharashtra Rajya Sahakari Dudh Mahasangh Maraydit (Mahasangh)
16.3.1.7.1 Company Overview
16.3.1.7.2 Product Portfolio
16.3.1.7.3 Demographic Reach and Achievements
16.3.1.7.4 Financial Summary
16.3.1.7.5 Certifications
16.3.1.8 Others
16.3.2 Private Dairies
16.3.2.1 Britannia Industries Ltd.
16.3.2.1.1 Company Overview
16.3.2.1.2 Product Portfolio
16.3.2.1.3 Demographic Reach and Achievements
16.3.2.1.4 Financial Summary
16.3.2.1.5 Certifications
16.3.2.2 Sterling Agro Industries Limited
16.3.2.2.1 Company Overview
16.3.2.2.2 Product Portfolio
16.3.2.2.3 Demographic Reach and Achievements
16.3.2.2.4 Financial Summary
16.3.2.2.5 Certifications
16.3.2.3 Parag Milk Foods Limited.
16.3.2.3.1 Company Overview
16.3.2.3.2 Product Portfolio
16.3.2.3.3 Demographic Reach and Achievements
16.3.2.3.4 Financial Summary
16.3.2.3.5 Certifications
16.3.2.4 Nestle India Limited
16.3.2.4.1 Company Overview
16.3.2.4.2 Product Portfolio
16.3.2.4.3 Demographic Reach and Achievements
16.3.2.4.4 Financial Summary
16.3.2.4.5 Certifications
16.3.2.5 VRS Foods Limited
16.3.2.5.1 Company Overview
16.3.2.5.2 Product Portfolio
16.3.2.5.3 Demographic Reach and Achievements
16.3.2.5.4 Financial Summary
16.3.2.5.5 Certifications
16.3.2.6 Others
17 Industry Events and Developments
List of Key Figures and Tables
1. Indian Dairy Market: Key Industry Highlights, 2016 and 2026
2. Indian Dairy Historical Market: Breakup by Product (INR Billion), 2017-2021
3. Indian Dairy Market Forecast: Breakup by Product (INR Billion), 2022-2027
4. Indian Dairy Historical Market: Breakup by Region (INR Billion), 2017-2021
5. Indian Dairy Market Forecast: Breakup by Region (INR Billion), 2022-2027
6. Major Importing Countries by Volume (2020)
7. Major Exporting Countries by Volume (2020)
8. Major Importing Countries by Value (2020)
9. Major Exporting Countries by Value (2020)
10. Indian Dairy Market Structure
Key Questions Answered in the Report
The Indian dairy market reached a value of 11356.6 INR Billion in 2020.
The market is projected to grow at a CAGR of nearly 15.4% in the forecast period of 2022-2027.
The market is estimated to reach a value of about 26,282.2 INR Billion by 2026.
The major drivers of the industry include rising disposable incomes, increasing population, high population of dairy herd, and the rising food and beverage industry.
The government of India introduced National Dairy Programme to increase the output level and provide better opportunities to dairy harvesters. This is expected to be a key trend guiding the growth of the industry.
North India, West and Central India, South India, and East India are the leading regions in the market.
The major products in the industry are liquid milk, UHT milk, A2 milk, organic milk, curd, lassi, butter milk (chach), flavoured and frozen yoghurts, cheese, probiotic dairy products, butter, ghee, paneer, khoya, dairy whitener, skimmed milk powder, ice-cream, dairy sweets, cream, whey, milk shake, and sweet condensed milk.
The private dairies in the market are Britannia Industries Ltd., Sterling Agro Industries Limited, Parag Milk Foods Limited., Nestle India Limited, and VRS Foods Limited, among others, while dairy cooperatives in the country include Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF), Karnataka Co-operative Milk Producers Federation Limited (KMF), Rajasthan Cooperative Dairy Federation Ltd (RCDF), Mother Dairy Fruits & Vegetables Pvt Limited, Punjab State Cooperative Milk Producers' Federation Limited (MILKFED), Orissa State Cooperative Milk Producers Federation Ltd (OMFED), and Maharashtra Rajya Sahakari Dudh Mahasangh Maraydit (Mahasangh).
Analyst Review
The Indian dairy market attained a value of INR 11356.6 Billion in 2020 driven by the food and beverage industry. Aided by the rising preference among the consumers for the vital nutrients provided by the product, the industry is expected to witness a further growth in the forecast period of 2022-2027, growing at a CAGR of 15.4%. The Indian dairy market is projected to reach 26,282.2 INR Billion by 2026.
EMR's meticulous research methodology delves deep into the industry, covering the macro and micro aspects of the industry. Based on its types, the market can be segmented into liquid milk, UHT milk, A2 milk, organic milk, flavoured milk, curd, lassi, butter milk (chach), flavoured and frozen yoghurts, cheese, probiotic dairy products, butter, ghee, paneer, khoya, dairy whitener, skimmed milk powder, ice-cream, dairy sweets, cream, whey, milk shake, and sweet condensed milk. The major regional markets for dairy in India are North India, West and Central India, South India, and East India. The key players in the above industry include Britannia Industries Ltd., Sterling Agro Industries Limited, Parag Milk Foods Limited., Nestle India Limited, and VRS Foods Limited, among others, with dairy cooperatives in the country including Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF), Karnataka Co-operative Milk Producers Federation Limited (KMF), Rajasthan Cooperative Dairy Federation Ltd (RCDF), Mother Dairy Fruits & Vegetables Pvt Limited, Punjab State Cooperative Milk Producers' Federation Limited (MILKFED), Orissa State Cooperative Milk Producers Federation Ltd (OMFED), and Maharashtra Rajya Sahakari Dudh Mahasangh Maraydit (Mahasangh).
EMR's research methodology uses a combination of cutting-edge analytical tools and the expertise of their highly accomplished team, thus, providing their customers with market insights that are accurate, actionable, and help them remain ahead of their competition.
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The global yoghurt market attained a value of USD 43.5 billion in 2020, driven by the increasing popularity of the product among health-conscious consumers. Aided by the growing innovations and the av...
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