Additionally, convenience and accessibility are key drivers, with quick commerce and modern retail channels witnessing exponential growth. Innovative packaging, such as single-serve portions or value-driving formats, is also gaining traction to enhance consumer engagement.

At Godrej Jersey, we are leveraging these trends to innovate and cater to the evolving needs of our consumers while reinforcing our commitment to quality and trust. By combining data-driven insights with a consumer-first approach, we aim to increase brand trials, deepen brand loyalty, and expand availability to reinforce Godrej Jersey as a trusted household name across South India.

Could you share some insights into the specific consumer behaviour patterns observed in Andhra Pradesh and Telangana concerning the consumption of Badam Milk, Paneer, and Curd? How are these insights informing your product positioning and marketing messaging in these regions?

Value-added products such as milk-based ready-to-drink beverages are an integral part of household grocery basket such as Curd, and Paneer are deeply ingrained in the daily lives of people in Andhra Pradesh and Telangana (APT). The consumption patterns are shaped by tradition, growing health awareness, and the demand for convenience. Recognizing this, Godrej Jersey’s 3×3 Strategy for FY26 is centered around these products to cater to the evolving preferences of the region’s consumers.

Flavoured milk, particularly Badam Milk, holds cultural resonance and is a widely preferred refreshment alternative to aerated drinks. Combining taste with nutritional value, it is especially popular among both adults and children. Among households, there is a growing inclination toward protein-rich dairy products, reflecting more informed lifestyle choices. A Mintel study reveals that 48% of consumers view such products as a vital energy source.

Paneer, a versatile and protein-rich food, has gained prominence as a vegetarian staple, especially in urban areas like Hyderabad. Cultural practices, such as abstaining from non-vegetarian food on specific days like Thursdays and Saturdays, further bolster its demand.

Meanwhile, curd remains a household staple, with over 70% of men and women in APT consuming milk and curd regularly, as per the National Family Health Survey. It is the second-highest household-penetrated packaged dairy category after milk. Consumers in the region exhibit a strong preference for thick curd (Gatti Perugu). Godrej Jersey Curd meets this demand with its rich, creamy texture and authentic, homemade-like quality. Made from pure, fresh milk, it stands out for its consistency, with no water separation—hallmarks of premium curd. Its superior texture and taste make it a trusted choice for consumers seeking both tradition and quality in their daily meals.

What is the planned media mix for Godrej Jersey’s marketing campaigns in APT to support the 3×3 strategy?

We have adopted a new, dynamic marketing approach for our hero products to strengthen brand presence and consumer connection. We have also increased investment in new-age marketing interventions to stay ahead in a competitive market. To increase awareness, visibility, and accessibility to drive trials, we will amplify our marketing efforts through both Above-the-Line (ATL) and Below-the-Line (BTL) deployments. This dual approach will help expand our reach across multiple channels, from mass media to targeted in-store activations. We are also aiming to amplify brand visibility through influencer and celebrity endorsements, spanning Godrej Jersey’s entire product portfolio.

We are strengthening our presence across multiple channels, including quick commerce and modern trade. By integrating data-driven insights with a consumer-first approach, we aim to deepen engagement, boost availability, and ensure Godrej Jersey remains a trusted choice in South India.

Can you provide a general overview of how the advertising and marketing budget will be allocated across different channels and initiatives to achieve the INR 1000 Cr Value-Added Portfolio target in APT?

At Godrej Jersey, we are making significant investments in research and development to drive product innovation with a sharp focus on evolving consumer needs. With a planned 50% increase in R&D spending in FY26, we are gearing up to introduce a pipeline of innovative, high-quality, value-added products that will not only enhance our portfolio but also strengthen our market leadership and elevate the overall consumer experience.

To support this growth, we are intensifying our advertising and communication efforts across APT while strategically expanding our distribution network—targeting 50,000 retail outlets in Telangana over the next year. These initiatives are designed to build greater awareness, encourage product trials, and increase household penetration.

We are also deepening our presence across multiple sales channels, including modern trade and quick commerce, to ensure our products are available wherever and whenever consumers need them. By combining data-driven insights with a strong consumer-first approach, our goal is to foster deeper engagement, enhance availability, and further strengthen Godrej Jersey’s role as the go-to dairy brand for families across South India.

Godrej Jersey has traditionally focused on Below-The-Line (BTL) marketing activities. What is the rationale behind the increased emphasis on Above-The-Line (ATL) marketing, as evidenced by the recent TVCs and the on boarding of a brand ambassador?

Godrej Jersey has historically focused on BTL marketing to drive strong, localized engagement and in-store conversions. However, with evolving consumer behaviour and increasing competition, we are now placing greater emphasis on ATL marketing to significantly boost brand visibility and build top-of-mind recall.

The launch of recent TVCs featuring Rana Daggubati as a brand ambassador of Godrej Jersey Badam Milk marks a strategic shift toward mass media to reach a broader audience, enhance brand perception, and build emotional resonance at scale. This is especially important as we look to expand our consumer base beyond traditional strongholds.

By combining ATL initiatives with our proven BTL strengths, we’re adopting an integrated marketing approach that maximizes both reach and relevance. This dual strategy enables us to connect with consumers at every stage—from awareness to purchase—across multiple touchpoints.

Andhra Pradesh and Telangana have been identified as key focus markets for this strategy. What specific factors make these regions particularly attractive for Godrej Jersey’s growth plans?

Currently, APT contributes nearly 60% of our total revenue, and Godrej Jersey ranks among the top three dairy brands in both states. However, both the markets still offer substantial headroom for both expansion and deeper market penetration.

These states exhibit a strong and consistent consumer preference for dairy and dairy-based products, aligning perfectly with our core offerings. Our strategy is to first solidify and scale our presence in markets where we already enjoy high brand equity. By focusing our ATL and BTL investments in APT, we aim to further build brand affinity, expand our product reach, and lead category development. We see ourselves not just as market participants but as category builders and are committed to nurturing the dairy ecosystem in these states before scaling our model to other regions.

Given this strong market position, it makes strategic sense to focus our efforts here—these regions represent our home ground and our biggest ‘right to win’ geography.

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