India is the world’s largest producer of milk, contributing nearly 22% of global milk
production. The dairy industry plays a vital role in rural livelihoods, food security, and the national
economy. However, the sector is increasingly vulnerable to the adverse impacts of climate change,
particularly through disruptions in fodder production. These challenges not only affect the operational
sustainability of dairy farming but also shape marketing strategies, product pricing, consumer
perception, and long-term competitiveness.
Climate Change and Fodder Production in India
The Intergovernmental Panel on Climate Change (IPCC) highlights South Asia, including
India, as one of the most climate-vulnerable regions. Rising temperatures, erratic monsoons, droughts,
and floods are increasingly affecting India’s fodder production. Green fodder is essential for
maintaining milk yield and animal health. According to the Indian Council of Agricultural Research
(ICAR), India faces a deficit of around 35.6% in green fodder and 11% in dry fodder.
Fodder crops such as maize, sorghum, napier grass, and berseem are highly climate-sensitive.
Variations in temperature and rainfall adversely affect their growth cycles, yields, and nutritional
content. This impacts milk productivity, reproduction efficiency, and the economic stability of
smallholder dairy farmers. The reduction in green cover also contributes to soil degradation and water
inefficiency, further limiting fodder growth.
Impact on Dairy Farming and Livelihoods
The unavailability of quality fodder leads to a reliance on low-nutrient feed, which reduces
milk yield and quality. Farmers are compelled to sell cattle prematurely, often at distress prices,
impacting income and dairy sustainability. Livestock heat stress, increased disease prevalence, and
water scarcity further compound these challenges. Regions such as Rajasthan, Maharashtra, and parts
of Karnataka have already reported declines in dairy productivity due to climate-related factors.
Additionally, the economic strain on smallholder farmers often leads to reduced reinvestment
in dairy infrastructure, limiting adoption of modern techniques. Vulnerable farmers may also
withdraw from dairy farming altogether, threatening the rural employment ecosystem. The
feminization of the dairy workforce also indicates a gender dimension to climate vulnerability, as
women are disproportionately impacted.
Marketing Implications of Climate-Induced Fodder Crisis
The fodder crisis has profound implications for marketing dairy products:
Rising Costs and Product Pricing: Increased feed and fodder costs elevate the input cost of
milk production, potentially leading to higher product prices. Marketers must maintain
profitability while ensuring price competitiveness. Price elasticity becomes a critical factor in
retaining consumer segments sensitive to inflation.
Brand Positioning and Consumer Perception: Environmentally conscious consumers are
increasingly influencing market dynamics. Brands that adopt and transparently communicate
climate-smart practices, such as low-carbon dairy or sustainable sourcing, can gain consumertrust and market differentiation. Green certifications and eco-labels can serve as important
marketing tools.
Supply Chain Management: Irregular milk supply due to fodder shortages disrupts
inventory planning and product availability, especially for fresh dairy products. Resilient
supply chains and diversified sourcing strategies become essential. Companies must also
explore cold-chain expansion and logistics optimization to minimize post-production losses.
Packaging and Green Labelling: Incorporating sustainability metrics on product
packaging—such as water-efficient fodder practices or renewable energy usage—enhances
brand credibility and consumer engagement. Digital storytelling through QR codes linking to
origin stories and farm practices can reinforce transparency.
Consumer Education and Awareness Campaigns: Consumer awareness campaigns
focusing on the effects of climate change on food systems, including dairy, can reshape
consumption behaviour. Educated consumers may be more willing to support ethical pricing
and choose climate-friendly products.
Climate-Resilient Strategies for Dairy Marketing
To mitigate risks and harness opportunities, the following strategies are recommended:
Sustainable Fodder Production: Adoption of hydroponics, silage storage, and climate-
resilient fodder crops ensures consistent feed supply. Public-private partnerships (PPPs) can
scale such innovations. Encouraging Farmer Producer Organizations (FPOs) and cooperative
models can help disseminate sustainable practices.
Diversification into Dairy Alternatives: The rising demand for plant-based dairy products
offers new market opportunities. Established dairy brands are diversifying their portfolios to
include environmentally friendly options. This also reduces pressure on livestock systems and
lowers overall carbon emissions.
Transparency through Digital Platforms: Digital marketing and QR-code-enabled
traceability systems help convey sustainability credentials, building stronger consumer
relationships. Social media, mobile apps, and storytelling can be utilized to demonstrate
farmers' resilience efforts.
Localized Branding: Promoting region-specific dairy products that reflect unique
environmental and cultural characteristics can strengthen consumer loyalty and regionalidentity. Examples include “Himalayan Organic Milk” or “Desert Resilient Dairy,” which can
command premium pricing.
CSR and Environmental Campaigns: Investing in campaigns focused on water
conservation, reforestation, fodder banks, and biodiversity restoration enhances brand image
and community engagement. Collaborations with NGOs and academic institutions can lend
credibility and impact.
Policy Implications and Recommendations
Policymakers must facilitate access to sustainable fodder technologies, incentivize climate-smart
dairy practices, and create awareness campaigns to promote green dairy marketing. Financial and
technical support for smallholder farmers is essential to improve resilience. Suggested policy
measures include:
Subsidies for hydroponic and silage technologies
Fodder banks and reserves during lean seasons
Inclusion of climate resilience in dairy development schemes
Training programs on climate adaptation for dairy farmers
Multi-stakeholder collaboration is essential, involving the Ministry of Agriculture, NDDB,
NABARD, NGOs, private players, and local communities.
1. Climate Change and Fodder Production in India
The Intergovernmental Panel on Climate Change (IPCC) classifies South Asia as one of the most
climate-vulnerable regions globally. Rising temperatures, altered rainfall patterns, and extreme
weather events like floods and droughts are disrupting fodder availability across India.
Key Fodder Crops Affected
Maize, sorghum, napier grass, and berseem are central to green fodder supply but highly
sensitive to climatic variation.
ICAR (2021) reports a 35.6% deficit in green fodder and an 11% deficit in dry fodder.
Diminished nutritional value and digestibility of fodder due to heat and water stress reduces
livestock productivity.
Regional Disparities
Arid and semi-arid regions (Rajasthan, Gujarat, Maharashtra, Karnataka) are worst hit due to
erratic monsoons and frequent droughts.
In northeast and Himalayan states, fodder is affected by landslides and glacial melt affecting
pastureland.
(ICAR 2021, IPCC 2023, FAO 2022, Mongabay India 2024)
2. Impact on Dairy Farming and Livelihoods
Livestock Health and Milk Productivity
Reduced green fodder leads to poor-quality feed substitutes, affecting milk yield, fat content,
and animal immunity.
Heat stress in cattle lowers reproductive efficiency and milk yield by 10–20%.
Outbreaks of climate-sensitive diseases (like Foot and Mouth Disease, Theileriosis) are rising.
Livelihoods of Smallholder Farmers
Small and marginal farmers, who contribute to over 70% of dairy production, are unable to
afford costly feed alternatives.
Forced cattle sales and migration from dairying reduce household income and contribute to
agrarian distress.
Women, who form a significant share of the dairy workforce, are disproportionately impacted
due to added caregiving roles and limited access to resources.
Loss of Indigenous Breeds
Indigenous breeds like Gir, Sahiwal, and Tharparkar, though climate-resilient, are being
abandoned due to lack of breeding support and fodder availability.
(NDDB 2023, NABARD 2021, FAO 2022, Devex 2024)
3. Water Scarcity and Soil Degradation
Declining Groundwater Levels
Fodder cultivation demands substantial irrigation, but depleting aquifers are limiting water
availability.
States like Punjab and Haryana are seeing groundwater tables fall by 0.5 to 1 meter annually.
Soil Health Decline
Unsustainable land-use practices and monocropping reduce soil fertility and affect fodder
quality.
Soil degradation also limits the capacity for regenerative practices like multi-tier fodder
cropping.
(NABARD 2021, FAO 2022, Ministry of Jal Shakti 2023)
4. Marketing Implications of the Fodder Crisis
Rising Input Costs and Pricing Pressure
Feed contributes to 70% of the total milk production cost.
Price hikes may alienate price-sensitive consumers, especially in Tier II and III cities.
Changing Consumer Preferences
Rise in environmentally conscious urban consumers demanding sustainably produced dairy.
Brands that show commitment to climate action are gaining loyalty and can command
premium pricing.
Supply Chain Vulnerability
Fodder shortages result in milk supply inconsistency, impacting fresh milk, paneer, curd, and
ghee markets.
Logistics disruption and increased need for cold chain infrastructure inflate operational costs.
Green Labelling and Sustainable Packaging
QR-coded packaging with origin traceability, water usage disclosures, or “climate-smart”
logos are gaining traction.
Brands like Amul, Mother Dairy, and Nestlé are exploring eco-labelling and climate
narratives to engage new-age consumers.
Marketing Through Storytelling
Storytelling via social media about resilient dairy farmers, climate-smart cooperatives, and
green technologies enhances emotional connect and consumer trust.
(FoodUnfolded 2023, NDDB 2023, Devex 2024)
5. Climate-Resilient Strategies for Dairy Sustainability and Marketing
Technological Interventions
Hydroponic fodder systems provide 6–8 kg of green fodder per square meter daily using
minimal water.
Silage pits and baled fodder systems ensure off-season availability.
Community-Based Fodder Banks
Decentralized fodder banks stocked during monsoons can act as buffers during droughts.
Plant-Based Dairy Diversification
Brands entering the almond, oat, and soy milk markets reduce pressure on traditional
livestock systems and tap into vegan trends.
Localized Branding Strategies
Branding linked to regional identity:
“Himalayan Climate-Smart Milk”
“Sundarbans Sustainable Ghee”
“Marwar Camel Milk”
CSR and Climate Adaptation Campaigns
Dairy companies can improve brand equity through investments in:
Fodder plantations on common lands
Watershed management
Women’s cooperatives and training centers
(NABARD 2021, IPCC 2023, FAO 2022, Mongabay 2024)
Policy Implications and Recommendations
Government Support Mechanisms
Subsidies on hydroponic kits and silage machinery.
Crop insurance and livestock insurance schemes covering climate-related losses.
Inclusion of fodder planning in MNREGA activities to create local employment.
Capacity Building and Farmer Training
Climate education and training modules for:
Climate-resilient animal husbandry
Smart fodder planning
Drought-tolerant fodder crop cultivation
Public-Private-NGO Collaborations
Multi-stakeholder approach involving:
Ministry of Fisheries, Animal Husbandry & Dairying
NDDB, NABARD
Agri-tech startups and FPOs
Local self-governments and women’s SHGs
(NDDB 2023, NABARD 2021, FAO 2022)
Conclusion
Climate change poses a significant threat to India’s dairy industry by undermining fodder
production and livestock productivity. However, these challenges also offer an opportunity for the
industry to innovate and realign its marketing strategies toward sustainability. By integrating climate-
resilient practices, transparent communication, and diversified product lines, dairy marketers can
ensure long-term growth and consumer trust in an evolving climate landscape. A coordinated
approach involving policy reform, industry innovation, and consumer engagement will be crucial to
building a sustainable dairy ecosystem in India.
Source : Dairynews7x7 April 12th Research paper by Dr. Simranjeet Kaur 1 , Dr. Harsimran Kaur 2 , Dr. Harinder Singh 3 , Dr. Ramandeep Singh 4