India's Buttermilk Revolution: How 'Chhaas' Startups Are Reinventing a Traditional Favourite

In the sweltering heat of Indian summers, an unassuming hero emerges from kitchens nationwide. It's not a fizzy cola or a technicolour energy drink, but a humble white liquid that has cooled generations — Chhaas. Known variously as Chaach, Moru, or Taak across India's diverse regions, this yoghurt-based buttermilk has journeyed from clay pots in village homes to sleek bottles in urban refrigerators.

"Chaach was never just a drink," explains a food anthropologist Dr. Pritha Sinha. "In most rural Indian communities, it was a marker of hospitality, a natural conclusion to a heavy meal, and even a sacred offering during summer rituals. It's also a powerful equaliser—found in the homes of farmers and merchants alike."

Today, this ancient beverage is experiencing a remarkable renaissance, riding a wave of consumer interest in traditional wellness and cultural authenticity. The quiet revolution of chhaas isn't just about packaging—it's about preserving a cultural legacy while meeting contemporary demands.

From Village Staple to Corporate Giant

The numbers paint a compelling picture of chhaas's resurgence. According to IMARC Group, India's buttermilk market reached Rs. 193.3 billion in 2024 and is projected to grow at a staggering CAGR of 18.16% until 2033, potentially swelling to Rs. 933.5 billion. This explosive growth reflects changing consumer preferences towards natural, functional beverages.

Amul, India's dairy behemoth, has been at the forefront of this transformation, reporting a 50% increase in buttermilk sales in 2024, with daily volumes averaging 5 million litres nationwide. In Gujarat alone—considered the spiritual home of chhaas—Amul sells approximately 100,000 litres daily. The introduction of regional flavours like Kathiyawadi Chaas aims to boost sales by an additional 20%.

"I started drinking chaach after a gut health workshop," shares Mumbai-based copywriter Ameya Deshpande, "but I stuck with it because it's cooling and doesn't feel like a 'task' to consume. It's comfort, not compliance."

Other major players have joined the buttermilk revolution. Aavin in Tamil Nadu processes about 4 million litres of milk daily, converting a significant portion into products including buttermilk. Meanwhile, Banas Dairy in Gujarat has invested in a dedicated buttermilk packaging plant with a capacity of 200,000 litres—a testament to the growing demand for this traditional beverage.

Artisanal Approach to an Ancient Tradition

Amidst the expansion of dairy giants, nimble startups like Delhi-based Whyte Farms are crafting their own narratives around chhaas. With a focus on purity and tradition, they have positioned themselves as guardians of authentic buttermilk.

"We didn't set out to reinvent chaach," says a spokesperson from Whyte Farms. "We just wanted to give people the original—clean, pure, and as close to homemade as it gets."

Their approach rejects additives and stabilisers common in mass-produced varieties, focusing instead on farm-fresh curd, meticulously churned and diluted without preservatives. This simplicity creates a canvas for consumers to customise their experience.

"No added flavours, just plain, clean chaach—the kind you can make salty, sweet, or spiced your way," the spokesperson adds.

What separates artisanal offerings like Whyte Farms from mass-market alternatives is their commitment to cold-chain infrastructure, which preserves the live cultures that make buttermilk beneficial. This attention to detail ensures consumers receive a product that's both healthful and reminiscent of traditional preparations.

"Chaach is the OG wellness drink," the Whyte Farms representative explains. "It's light, hydrating, full of natural probiotics, and makes your gut (and skin!) super happy."

Gurgaon resident Rahul Mehra, a software engineer, finds in their product an unexpected connection to his heritage: "My dadi used to add rock salt and grated cucumber to our summer chaach. I never thought I'd find that again until I tried Whyte Farms. Their chaach tastes like hers—which is wild, because it comes in a bottle."

Cultural Significance and Future Horizons

The appeal of chhaas transcends nostalgia, aligning perfectly with contemporary wellness trends while maintaining deep cultural roots. This dual identity has attracted a surprisingly diverse customer base to brands like Whyte Farms.

"Our audience spans generations—health-conscious millennials, busy parents, older folks who appreciate simplicity. So our packaging is clean, modern, and transparent—just like the product," the brand shares.

Dr. Sinha notes that chhaas is being reframed for a global health discourse: "What's new today is the push to position this traditional beverage within international conversations about probiotics and gut health."

This global potential hasn't escaped notice from producers both large and small. As international interest in Indian wellness traditions continues to grow—with turmeric lattes and ghee-based products appearing on Western shelves—chhaas producers see opportunities beyond domestic markets.

"People across the world are waking up to Indian wellness—turmeric, ghee, Ayurveda—and chaach fits beautifully into that space," notes the Whyte Farms spokesperson. "It's our version of a probiotic drink, but without the marketing fluff."

The industrial scalability of major dairy producers could eventually position Indian buttermilk as a global competitor to kefir and kombucha, while artisanal brands maintain focus on authenticity and tradition.

The resurgence of chhaas in bottled form represents a delicate balance between honouring heritage and embracing innovation. As temperatures rise with each passing summer, this ancient beverage offers a template for how cultural traditions can be preserved while adapting to contemporary lifestyles.

Whether sipped from a clay cup in a village courtyard or from a recycled plastic bottle in a high-rise apartment, chhaas continues its centuries-old mission — cooling bodies and soothing souls through the fierce heat of Indian summers, one bottle at a time.