Milk and dairy products have emerged as the most targeted category for counterfeiting and adulteration in India’s FMCG sector, with incidents rising 2.5 times to 187 cases in 2025 compared to 2018, according to the ASPA-Crisil “State of Counterfeiting in India” report.
Most counterfeit activity is concentrated in milk-based products such as milk, ghee, khoya and cheese, reflecting both high demand and vulnerability in the supply chain. Experts attribute the surge to India’s large unorganised dairy sector, complex distribution networks and massive daily volumes, which make enforcement of anti-adulteration measures difficult.
The report highlights that counterfeit FMCG goods are typically around 19% cheaper than genuine products and are largely sold through multi-brand retail outlets (about 43%), making them attractive to price-sensitive consumers.
Recent enforcement actions underline the scale of the issue—authorities in Rajasthan seized and destroyed around 1.5 lakh kg of expired Amul-branded non-dairy products that had been tampered with and resold, while in Uttar Pradesh, 1,400 kg of khoya was destroyed ahead of festive demand.
Industry stakeholders note that even established brands using duplication-proof packaging face challenges in curbing fake products, particularly as smaller players often lack the resources to adopt advanced track-and-trace technologies. Regulators are now pushing for stricter licensing norms and improved traceability systems—similar to those used in the pharmaceutical sector—to safeguard consumer health and protect brand integrity in one of India’s most critical food categories.
Source: Dairynews7x7 18th March, 2026 Read full article here
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