Sustainable Marketing Practices and Consumer Trust in the Indian Dairy Industry
DOI:
https://doi.org/10.66635/p3kevv44Keywords:
Sustainable marketing, Indian dairy industry, Consumer trust, Brand equity, Supply chain transparency, Competitive advantageAbstract
The Indian dairy sector, a cornerstone of the nation’s agrarian economy, is currently undergoing a paradigm shift. Historically valued for its role in rural income generation and nutritional security, the industry is now being redefined by the global imperative of the Triple Bottom Line (TBL)—balancing people, planet, and profit. As environmental consciousness permeates the Indian middle class, leading dairy firms are moving beyond traditional price-based competition to embrace sustainable marketing strategies. This evolution is not merely a philanthropic gesture but a strategic response to a market that increasingly demands transparency and accountability. At the heart of this transition is the integration of environmental stewardship and social responsibility into the core brand narrative. Organizations are moving toward eco-centric packaging, such as biodegradable pouches and recyclable glass bottles, to mitigate the massive plastic footprint of daily milk distribution. Furthermore, supply chain transparency has become a critical tool for building sustainable brand equity. By utilizing digital traceability and "farm-to-fork" storytelling, brands can communicate their commitment to ethical sourcing and fair remuneration for the millions of smallholder farmers who form the backbone of the industry. However, the path to full sustainability is fraught with challenges. The industry must navigate a highly fragmented supply chain and a consumer base that remains acutely price-sensitive. Despite these hurdles, early findings suggest that firms integrating sustainability into their strategic frameworks achieve superior consumer trust and long-term competitive advantage. By fostering consumer education and adopting responsible production practices, the Indian dairy industry is setting a global benchmark for how a traditional sector can pivot toward a resilient, future-ready marketing ecosystem. The study highlights how sustainable marketing practices contribute to consumer trust, brand equity, and long-term competitive advantage in the Indian dairy industry. The findings provide strategic managerial insights for firms seeking to integrate sustainability into marketing and operational decision-making.
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