Given the growing market for milk and milk products on the one hand, and the untapped potential in the dairy sector in India on the other, dairying offers a great opportunity to increase employment, incomes and livelihoods in rural areas. Increased consumer interest in high protein diets and increasing awareness and availability of value-added dairy products through organised retail chains are driving the demand for milk. During the last 15 years, milk cooperatives have converted about 20 per cent of milk procured into traditional and value-added products that offer about 20 per cent higher revenue. This share of value-added products is estimated to increase to 30 per cent by 2021-22. Although the dairy sector is still unorganised and due to rise in demand for high protein diets like milk, the country is witnessing adulteration of milk.