Tier-2 markets like Thrissur, Nagercoil, and Manipal are matching—and sometimes surpassing—metro consumption patterns
India’s organised dairy market is finding its next wave of growth far beyond the metros. From Thrissur in Kerala and Nagercoil in Tamil Nadu to Manipal in Karnataka, dairy companies are witnessing consumption patterns that increasingly mirror those of larger cities, with order frequencies and spending levels in some categories matching, and occasionally surpassing, metro benchmarks.
Industry executives attribute this shift to a combination of rising incomes, rapid urbanisation, and a growing preference for branded, quality-assured dairy products. As aspirations rise and cold-chain infrastructure improves, consumers in smaller cities are moving beyond basic milk purchases and embracing a wider range of value-added dairy offerings.
Curd becomes an everyday staple
At the centre of this transformation is packaged curd, which has evolved from a largely seasonal purchase into an everyday staple. Consumers are increasingly prioritising convenience, consistency, and food safety, driving regular consumption of packaged dairy products.
“Curd has become an everyday staple, with routine-consumed products such as paneer and curd accounting for nearly 80 per cent of our sales revenue,” said Dr K Rathnam, CEO of Milky Mist. He added that Tier-2 consumers are also showing a growing preference for premium and functional products such as Greek yogurt and probiotic curd, reflecting rising health and fitness awareness.
Beyond milk: Rise of value-added dairy
The trend is not limited to curd. Milk-based beverages, cheese, and yogurt are also witnessing stronger adoption in smaller cities. “Categories such as cheese, yogurt, and dairy beverages are increasingly becoming part of the regular consumption basket,” said Subhashis Basu, Chief Business Officer – Dairy, and CEO of Britannia Bel Foods Private Limited.
According to Srideep Kesavan, CEO of Heritage Foods, consumer behaviour in several Tier-2 markets is beginning to resemble that of metro shoppers. “We are seeing strong interest in new-age products and value-added dairy offerings. While growth rates may appear to be two or three times higher, it is important to remember that the base remains relatively small,” he said.
Expanding distribution and cold-chain infrastructure
To capture this growing demand, dairy brands are aggressively expanding their presence in smaller cities through a combination of sachetisation, deeper retail penetration, and investments in cold-chain infrastructure. Smaller pack sizes are helping companies make premium products more affordable, while expansion into neighbourhood retail outlets is improving accessibility.
Basu said the increased deployment of visi-coolers and cold-storage facilities has significantly improved product availability across smaller towns. At the same time, rising awareness around nutrition and wellness is encouraging consumers to experiment with a broader range of dairy products.
Building bigger baskets
While average order values and basket sizes are steadily increasing, executives note that Tier-2 consumers are still in the early stages of building diversified dairy baskets. “The basket mix is still maturing,” said Kesavan. “It will take time for smaller cities to reach metro levels in terms of the number of dairy subcategories purchased in a single transaction. However, we are seeing steady growth in both purchase frequency and basket value.”
A long runway for growth
Recognising the long-term potential of these markets, companies are ramping up investments in distribution and supply-chain capabilities. Milky Mist plans to onboard new distributors and deploy 55,000 cooling units over the next three financial years to improve product visibility and availability. The company is also adding 100 new reefer and ambient trucks to strengthen distribution efficiency across emerging markets.
Britannia, too, expects Tier-2 and Tier-3 cities to become increasingly important growth engines over the coming years.
With infrastructure improving, employment opportunities expanding, and consumer aspirations rising, India’s smaller cities are rapidly emerging as the next battleground for organised dairy players. For an industry that has long depended on metros for premiumisation, the future growth story may well be unfolding in the country’s Tier-2 markets.
