Recently, when Instamart was out of my favourite brand of Oat milk for two days in a row, I quickly checked Amazon Fresh. (How can one live without coffee, right?) I was pleasantly surprised to see not only my usual brand but also many new plant-based milk options. This is a big change from a few years ago when I became vegan. This piqued my curiosity, and I went down the rabbit hole to find out what had caused this rise of vegan milk in India in the recent years. Read on if you are curious about it too.

For starters, first let’s understand what plant-based milk is.

What is plant-based milk?

Plant-based milk is a dairy alternative made from plants like nuts, seeds, legumes or grains. It can be used in place of dairy milk in cooking, baking and drinks. Made with sources like soy, almond, coconut, oats and rice, these are vegan-friendly options to traditional animal milk. Its taste varies from nutty to sweet to earthy depending on the base used to make it, but it is also fortified with essential nutrients to increase its nutritional profile.

Sounds niche for an Indian market, isn’t it?

But as per the IMARC report, plant-based milk market size in India reached INR 2.97 billion in 2024 and they expect it to reach INR 11.83 billion by 2033.

Now, that kind of rise in plant-based milk alternatives for a new product sounds impressive. But here’s the interesting fact that will blow your mind away – plant-based milk is as old as history itself. Let’s go back a few centuries.

Timeless History of Plant-based Milk

Take coconut milk, for example. In India and Southeast Asia, it’s been a kitchen essential for generations, enhancing the flavour of everything from Thai curries to Kerala’s stews.

Soy milk, another long-time favourite, traces its roots to 14th-century China, while rice milk has been a part of Chinese culture for centuries.

Almond milk’s history goes back to the Middle East in the 13th century, where it became a creamy, nutritious alternative during fasting periods.

Oat milk is the newest player in this game. Scientist Richard Oste created it in Sweden in the 1990s. He wanted to provide a lactose-free option for those with dairy sensitivities.

So, looks like their numerous benefits have paved the way for a resurgence in India and options are just growing.

Different kinds of vegan milk in India

When I turned vegan in 2020, the options around me were soy milk, oat milk and almond milk. But now this market has exploded with a variety of choices that cater to diverse tastes and dietary requirements.

According to a 2024 report by Good Food Institute India, awareness about soy milk is the highest, Almond milk is a close contender. Both oat and coconut milk also register significant recognition among consumers.

Beyond the classics, walnut milk, millet milk, and rice milk are quickly gaining traction in the market. Each offers distinct flavours and unique nutritional benefits, such as being high in fibre, antioxidants, or minerals. With such a variety, there’s a plant-based alternative for every palate and purpose.

But what’s driving this rise of plant-based milk in India, a country which is one of the largest consumers of milk in the world?

1. Lactose Intolerance

According to an article in India Today nearly one-third of Indians are lactose intolerant. This condition is more prevalent in the South India than North due to genetics and dietary habits. As this awareness grows, more people are turning to plant-based milk for a digestive-friendly alternative. Whether they’re opting for a vegan lifestyle or simply avoiding dairy, there’s a clear demand for options that don’t upset their stomachs.

2. Health Benefits

One of the growing concerns are the effects of saturated fat, hormones, and antibiotics found in dairy milk which is prompting consumers to reconsider their choices. The dairy-free versions are devoid of all these. It also low in calories. But here’s the catch—while vegan milk is often a healthier choice, not all options are created equal. Consumers must find the product that best fits their needs.

3. Environmental Impact

With climate change taking centre stage globally, consumers are becoming more eco-conscious about their food choices. More and more people are choosing sustainability, and that’s driving the demand for plant-based milk. After all, it’s much kinder to the planet than dairy.

4. Innovation in the Market

The rise of new and innovative plant-based milk options is another driving force behind the market’s growth. From creamy cashew milk to protein-packed soy milk and mild-tasting oat milk, there’s a plant-based milk option for every palate and dietary need. No matter if someone likes something nutty, gut-friendly, or rich in calcium, the ever-evolving innovation in the world of plant-based milk has something for everyone.

5. Celebrity Endorsements about veganism

Indian celebrities are helping plant-based milk break into the mainstream. Stars like John Abraham, Riteish Deshmukh, Genelia Deshmukh, Samantha Ruth Prabhu, Rashmika Mandanna, and others have been vocal about their vegan journeys, influencing millions of fans to consider plant-based alternatives. The effect of these celebrities and other influencers on social media isn’t just cultural—it’s creating real commercial momentum for plant-based brands.

6. Cultural Shifts

While urban cities are leading the charge in plant-based living with increased access to options and a growing disposable income, Millennials and Gen Z are leading the way. What’s even more exciting is that plant-based alternatives are making their way into traditional Indian foods. Classic favourites like kaju katli, kheer, and coconut barfi are now being made with almond, cashew, and coconut milk, giving them a modern twist without compromising on taste.

While all this seems promising reasons for the rise of plant-based milk in India, there are still some challenges that this market must overcome in India.

Overcoming the Challenges

1. Pricing & Affordability: The cost of plant-based milk is still quite high in India, ranging from ₹130-₹300 per litre, while dairy milk costs only ₹50-₹70. The higher price point is because of the cost of raw materials, high processing cost, the lack of large-scale production, and lack of subsidies, unlike the dairy industry.

2. Taste & Texture Preferences: Many Indian consumers are used to the creamy texture of cow’s milk, and plant-based alternatives often don’t quite match that familiar taste and texture.

3. Limited Availability: While plant-based milk is readily available online, it’s not as easy to find in local kirana stores, which hampers its widespread availability.

Conclusion

While there are still challenges to overcome, increasing demand could eventually lead to lower prices, innovation could lead to better tasting vegan milk, and easy availability could make it an option that more people would consider.

I think that this rise of plant-based milk in India isn’t just a trend—it’s a reflection of a larger shift towards more conscious living. And the future of this market looks both exciting and promising.