26-05-2025
How Godrej Jersey's ‘3×3 Leapfrog Strategy' drove brand growth: Shantanu Raj, head of marketing, Godrej Jersey, explains
A renowned name in the Indian dairy sector, Godrej Jersey, is achieving milestones as a brand. With the recent acquisition of a 100% stake by Godrej Agrovet in Creamline Dairy Products Limited, the brand is implementing strategic initiatives that are driving growth and positioning it as a standout success in the market.
In this conversation, Shantanu Raj, Head of Marketing at Godrej Jersey, shares insights into the brand's marketing strategies, core vision, and what makes its hero product, Badam Milk, a consumer favourite.
1. With Godrej Agrovet now increasing its stake to 100% in Creamline Dairy Products Limited, what strategic shifts or new business strategies will the company implement to drive growth?
The recent acquisition of a 100% stake by Godrej Agrovet in Creamline Dairy Products Limited marks a transformative milestone in our journey.
Aligned with our ambitious 3x3 Leapfrog Strategy for FY26, this move underscores our commitment to redefining market expansion and consumer engagement.
The strategy focuses on three flagship products—Badam Milk, Paneer, and Curd—which form the cornerstone of Godrej Jersey's vision to lead the value-added dairy portfolio in South India.
Our growth plan is anchored on three key objectives:
1. Increasing household penetration
by driving trials for value-added products in Andhra Pradesh and Telangana as core geography, strengthening our presence in the markets.
2. Expanding market reach for high-potential products
like Badam Milk and Paneer to unlock deeper regional adoption and consumption.
3. Driving continuous product innovation
to stay ahead of evolving consumer preferences and deliver superior value-added offerings with distinct benefits.
To execute this effectively, we are scaling our distribution network across general trade, modern trade, e-commerce, and quick commerce platforms while increasing the number of distributor points and an improved tech-led route to the market.
This comprehensive approach, supported by strategic investments and partnerships, positions us to drive consumer trials, accelerate growth, enhance product offerings, and solidify our leadership in these critical sunrise categories.
2. How does Godrej Jersey plan to use its 3x3 Leapfrog Strategy to expand market penetration and strengthen its product portfolio in Andhra Pradesh and Telangana?
Our strategy focuses on expanding the value-added products portfolio by increasing household penetration and market reach.
Over the next year, we aim to intensify advertising efforts in Andhra Telangana (APT) while extending our distribution network to 50,000 outlets in Telangana to boost awareness and drive product trials.
Badam Milk, where we already hold market leadership in APT, continues to be a key growth driver. We are capitalising on the shift from aerated to milk-based beverages by strengthening our multi-channel presence and amplifying awareness and visibility through an impactful campaign featuring Rana Daggubati.
As a prominent figure in Telugu cinema, Rana perfectly embodies the brand's values, helping us connect deeply with consumers and reinforce Badam Milk's position as a trusted and preferred choice of refreshment.
Curd, with its premium consistency and home-like quality, offers significant growth potential in this moderately penetrated category. Its thick, creamy texture and no water separation—qualities highly valued by APT consumers—position it as an authentic and trusted choice for households.
Paneer is another critical growth area, where we are addressing consumer challenges, particularly the lack of awareness about how to cook with Paneer. To empower consumers, we have introduced innovative 200g single-use packaging that retains softness during cooking and features QR-coded recipes by Chef Teja. His culinary expertise adds value by guiding consumers to explore versatile and easy-to-make Paneer dishes.
As the second-largest Paneer player in APT, we see significant growth potential in this low-penetrated category in South Indian households.
By combining data-driven consumer insights with an omnichannel approach, we aim to expand our physical footprint while building a robust ecosystem that ensures Godrej Jersey remains the trusted choice for quality dairy products across South India.
3. Badam Milk, a key hero product under the 3x3 Strategy, is set to become a ₹100 crore brand. What strategies will you deploy to achieve this and enhance its market appeal?
Badam Milk, a cornerstone of our 3x3 Strategy, is pivotal to our growth in APT.
To achieve the ₹100 crore milestone, we are leveraging the rapid growth of the taste-nutrition balanced milk-based beverages and the evolving consumer preferences.
The Indian milk beverage market is projected to grow at a CAGR of 21.8% from CY 2023 to 2032, with South India contributing 30%, driven by rising health consciousness, disposable incomes, and demand for ready-to-drink (RTD) milk-based beverages. These trends align with Godrej Jersey Badam Milk's positioning as a healthier alternative to aerated drinks.
Our high-impact campaign featuring Rana Daggubati amplifies this narrative, enhancing reach and reinforcing Badam Milk's appeal. Alongside, we are strengthening our multi-channel presence across general trade, modern trade, e-commerce, and quick commerce while deploying promotions, in-store activations, and sampling to encourage trials and repeat purchases.
Looking ahead, we aim to meet evolving health-conscious preferences by exploring innovative pack sizes and formats, including no-sugar, low-sugar, high-protein, and nut-infused variants, while building newer platforms.
This growth strategy underscores our commitment to staying ahead of market trends while solidifying Godrej Jersey's leadership in the ready-to-drink milk beverages category across South India.
4. What role will marketing investments, including celebrity endorsements, play in strengthening Godrej Jersey's brand presence in its focus markets?
Marketing investments, including celebrity endorsements, play a pivotal role in strengthening Godrej Jersey's brand presence and driving deeper connections with our consumers in focus markets like Andhra Pradesh and Telangana.
Our collaboration with Rana Daggubati is a key driver of this strategy. His credibility and influence, particularly within the South Indian film industry and Telugu-speaking audiences, make him an ideal ambassador for Godrej Jersey Badam Milk. By aligning him with the core messaging of Badam Milk as the perfect refreshment for today's hectic lifestyles, we aim to enhance brand recall, trustworthiness, and consumer engagement.
For the paneer category, we've partnered with Vismai Food and Chef Teja, trusted culinary influencers with strong resonance among our target audience. Research reveals that 8 out of 10 consumers recognise Vismai Food as a reliable source for culinary inspiration. Leveraging this trust, we are addressing a key consumer insight: many Hyderabad-based consumers are unfamiliar with how to cook with paneer. To bridge this gap, we are launching a digital cookbook, featuring paneer recipes curated by Chef Teja and Vismai Food, making cooking easy and accessible for all.
These marketing initiatives are designed to deepen consumer awareness and engagement, boost brand loyalty, and strengthen our regional leadership, which is already supported by APT, contributing nearly 60% of our revenue. Together, these efforts will drive market share growth and category expansion, cementing Godrej Jersey's position as a trusted choice in these crucial markets.
5. Being one of the key players in South India, what is your perspective on the overall A&M landscape in the region?
South India's advertising and marketing (A&M) landscape is evolving rapidly, with a strong shift towards language-first strategies and culturally resonant content.
Recent studies show that 90% of Indian consumers prefer brands that communicate in their local language*, highlighting the power of vernacular messaging in building trust and engagement. This trend has driven a 2x increase in engagement rates for hyper-local advertising, especially in Tier 2 and Tier 3 cities.
*
Cities like Hyderabad and Bangalore are emerging as key hubs for performance and influencer marketing.
The influencer marketing sector in India is projected to grow at a CAGR of 18%, reaching ₹3,375 crore by 2026, with regional influencers playing a vital role in connecting brands to local audiences.*
At Godrej Jersey, we embrace these trends by rooting our marketing strategies in regional insights. From leveraging vernacular content to collaborating with local influencers, we create authentic connections that resonate deeply with South Indian consumers.
Our campaigns reflect the traditions, values, and aspirations of the region, enhancing brand recall and driving stronger consumer engagement.
The future of A&M in South India is undeniably regional in flavour, digital in execution, and emotional in impact. Brands that align their strategies with these trends are well-positioned to lead in this dynamic market, and we are proud to be at the forefront of this transformation.
*According to exchange4media reports.
Disclaimer: This article has been produced on behalf of Godrej Industries Limited by Times Internet's Spotlight team.
