Noumi brews exports in India with Milklab

A range of plant-based milks from Australia is capturing the attention of baristas and café owners across India, where café culture is growing alongside a taste for dairy alternatives.

Australian food and beverage manufacturer Noumi Limited has launched its Milklab range in partnership with a pan-India distributor. While its Indian partner looks after distribution, Noumi focuses efforts on training and collaborating with baristas to build brand awareness and loyalty. 

‘Milklab is proud to enter markets where specialty coffee is a part of the local culture, and partnering with the local industry to develop the plant-based milk category,’ says Peter Brown, Business Development Director International at Noumi. ‘We find that cafés really appreciate the performance of Milklab in café beverages and the quality of our unique Australian-made recipes.’

Plant-based milk of choice for baristas and consumers 

Noumi is a New South Wales-based dairy, plant-based and nutritional food and beverage business. The ASX-listed company prides itself on offering healthy, delicious and sustainably made products. Its brands include Milklab, Australia’s Own, Vitalife and So Natural.

Noumi’s Milklab range is a favourite among professional baristas. The almond, oat, soy, coconut and macadamia milks were developed in 2015 not to curdle (or “split”) under heat and acidity. The result is a coffee with superior froth, texture and taste. The popularity in Australia has seen the brand grow to become the #1 plant-based barista milk brand in Australia. It has expanded to over 24 markets worldwide where specialty coffee is enjoyed.

India’s large vegetarian population and growing demand for dairy alternatives make it an ideal market for Milklab’s plant-based offerings. The almond variant in particular resonates strongly with India’s cultural affinity for almonds. 

‘Milklab has a unique way of building the brand in any market we export to,’ says Brown. ‘We collaborate with industry to deliver a range of value-added services, from training baristas to partnering with cafés to develop exciting recipes and drink creations.  

‘The outcome is better quality coffee for consumers and more sales for cafés.’

Noumi also wanted to tap into India’s fast evolving coffee culture. In recent years, independent cafés and premium chains such as Blue Tokai, Third Wave Coffee and Subko have multiplied in cities across the country. 

Milklab’s plant-based milks are being distributed across India, where café culture is growing. Image courtesy of Newland Global Group.

Pan-India distribution partnership

Noumi was initially working with an Australia-based importer to bring its products to the Indian market. Because the importer had limited local connections, Noumi was not making much headway.

It was Austrade that connected Noumi to its current import partner. Austrade introduced Noumi to Olympia Industries Ltd at Fine Food Australia 2023, as well as other potential importers during the company’s visit to India. 

‘We chose to work with Olympia because they have a wide footprint and strong industry connections in India’s cafés, coffee chains, and modern retail sector,’ says Brown. ‘Austrade really understood what type of partner we needed to break into the market.’ 

Noumi has forged a pan-India distribution partnership with Olympia Industries. This model means Milklab products can be distributed nationwide, from metro cities like Mumbai and Delhi to emerging café hubs in Tier-2 cities. 

Olympia handles imports, customs, warehousing, and inland distribution, while Noumi provides barista training, in-café demonstrations, and ongoing support from its Australian headquarters. The company also localised its Milklab packaging to align with Indian regulatory standards and meet consumer expectations.

Milklab’s mission is simple: win the professional barista, and the consumer will follow. By collaborating with baristas and café owners, Noumi builds brand awareness and loyalty. 

Noumi’s scalable UHT production in Australia and a dedicated export logistics team ensure consistent product quality and reliable replenishment cycles. This operational strategy supports its café-first approach and sets the stage for future retail expansion. 

Expanding footprint across India, Asia and the Middle East

Noumi now plans to deepen its footprint in India and other key markets across Southeast Asia and the Middle East. Innovation will continue to meet global demand for high-quality café-style dairy alternative beverages. 

This story was adapted from a case study originally produced by Newland Global Group.