Morning queues passé: Now, milk flows 24X7

​Hyderabad: Not so long ago, milk was a commodity that was only available in the market till 8 in the morning. Long queues and walks back home empty-handed if you are late by minutes, is a rare occasion to watch these days. An extra rupee charged by the milk vendor for storing your precious packet of milk is not a thing anymore.

From limited options to availability of milk round-the-clock, the dairy sector has sprung into a more consumer friendly industry. “Availability of milk was an issue. We always had milk powder handy, in case of an unannounced guest.

Be it weddings or small-scale functions, dairy products were the first major thing in the check list. But these days, milk is available anywhere, from a small shop to super markets. Let me not even get started about the options we have now,” says Bharati, a housewife.

There are numerous companies and wide range of options from skimmed milk to whole milk. Not more than 20 years ago, the consumers were left at the mercy of milk vendor when it comes to the quality of the products.

“Now there are more than 30 dairies, when I started the business 25 years ago, there were hardly three companies. We used to get done in the morning but now it is almost a 24-hour business,” said Swami, owner of a dairy agency.

“When I was young, we used to get milk solely from the vendor who came home with the milk, this has slowing been replaced by packets and tetra packs and I have my own doubts about the quality of the milk provided now,” Nagaswari seconds.

It can be said that the increasing competition and demand has contributed to the growth of the industry. “There is no doubt that these fancy packs have gained popularity but people still opt for the fresh buffalo milk. I distribute about 50 liters of milk every day,” said Raju, who delivers milk door-to-door.

In all, the dairy industry seems to have conquered two major elements- choice and availability, much to the pleasure of consumers.

By: Suravajjula Maitreyee