Independent lab tests by consumer platform Trustified have reportedly found coliform bacteria counts in Amul, Mother Dairy and Country Delight milk pouches far above Food Safety and Standards Authority of India (FSSAI) limits, driving fresh public concern about milk hygiene, a claim the brands strongly dispute and that regulators have yet to officially address.
A viral investigation shared online by Trustified, an independent laboratory testing programme that claims “100% blind testing” has prompted a wave of questions about the microbiological safety of popular milk brands in India.
According to Trustified’s lab results, milk pouches of Amul Taaza and Amul Gold showed coliform bacteria counts several times above the safety thresholds prescribed by the Food Safety and Standards Authority of India (FSSAI).
The coliform count in Amul Taaza was reported at 980 colony-forming units per millilitre (CFU/ml) and 25 CFU/ml in Amul Gold, exceeding acceptable limits significantly, the report suggests.
Coliform bacteria are a broad group of microorganisms, some of which are used as indicators for possible contamination in food and water; their presence in heat-treated milk can indicate an issue with pasteurisation effectiveness or post-processing contamination.
Industry observers say such bacteria don’t always cause disease themselves but can signal poor hygiene and the potential presence of more harmful organisms.
The same testing reportedly revealed that Mother Dairy cow milk pouches had a total plate count (TPC) eight times higher than FSSAI’s safety limit (240,000 CFU/ml vs. 30,000 CFU/ml), while Country Delight cow milk pouches recorded TPC at about 60,000 CFU/ml, roughly twice the regulatory threshold.
Results from social media comments about the video indicate that UHT-treated tetra packs across the brands generally passed the tests with little to no microbial growth, consistent with expectations for ultra-high-temperature processing that kills pathogens and extends shelf-life.
Brands Push Back as Public Debate Intensifies
The dairy companies named in the tests have issued brisk rebuttals. Amul has questioned the veracity and handling of the samples used in the tests, pointing out that its products undergo over 50 internal quality checks and comply with FSSAI standards before leaving production.
The company has stated that reliance on viral video tests without transparent sampling protocols can be misleading for consumers noting that fermented products like curd naturally contain live cultures and should be interpreted differently in microbiological analyses.
Similarly, neither Mother Dairy nor Country Delight has so far officially endorsed the Trustified results in public statements; however, industry observers note that all brands have emphasised adherence to regulatory inspections and quality control procedures.
Despite the companies’ responses, widespread social media commentary reflects a mix of consumer anxiety, scepticism and varying interpretations of the data, with many calling for clearer evidence and official regulatory review.
In some threads, commentators highlighted that differences between pouch and tetra pack safety outcomes point toward packaging and cold-chain handling rather than inherent product contamination though this remains unverified by regulators.
Amul Response
In response to the viral claims, Amul has strongly denied that its products are unhygienic or unsafe, calling such videos and posts “misinformation” that spread unnecessary fear among consumers.
The company clarified that the Amul Masti Dahi pouch meets all quality requirements under FSSAI as well as its own internal standards, pointing out that curd is a *live product containing beneficial bacteria and must be handled carefully as per pack instructions a factor that could influence lab results if samples are mishandled.
Amul also stressed that its manufacturing processes occur in ISO-certified facilities with more than 50 stringent quality and hygiene checks before dispatch and that both pouch and cup variants undergo the same production and sanitation protocols; the only difference between them is the cost of packaging materials.
Amul emphasised that such viral posts often lack verified sampling details and reiterated its commitment to rigorous quality control.
Food Safety Context and Regulatory Silence
To date, the FSSAI has not released a formal statement specifically addressing the latest Trustified findings or confirming whether it has initiated an independent review of the brands implicated. This silence has intensified public debate and speculation on social media and in online communities.
Meanwhile, broader food safety data published by FSSAI indicates that over 90 per cent of milk samples in recent national surveys were free from harmful adulterants, though a small fraction contained contaminants, primarily linked to poor farm practices and feed quality a distinction that is not directly parallel to the current coliform discussion but speaks to general safety frameworks.
Experts consulted by media outlets note that coliforms can enter products through inadequate sanitation at processing plants, compromised cold chains during distribution, or unhygienic handling at the point of sale, underscoring the complexity of attributing responsibility without robust, verified sampling and testing conditions.
India’s dairy sector has also been under scrutiny for illegal or substandard collection units in various regions, with authorities shutting down unlicensed dairies to strengthen compliance with FSSAI norms a broader backdrop to the current conversation around milk quality.
How Safe Is Your Milk?
Nutrition and health experts say that while most packaged milk undergoes pasteurisation to eliminate microbes, retail handling and home storage also play crucial roles in ensuring product quality.
Consumers who are especially vulnerable such as young children, the elderly, pregnant women and people with weakened immune systems are often advised to boil non-UHT milk before consumption to further reduce microbial risk.
UHT-treated milk, sold in aseptic tetra packaging, typically offers extended shelf life and remains sterile until opened, making it a safer choice especially in regions where cold chains might be inconsistent. Regular boiling of pouch milk is a widely recommended precaution at household level, though it does not substitute for regulatory oversight and manufacturing hygiene standards.
The Logical Indian’s Perspective
Food safety is a fundamental public health issue one that demands clarity, transparency and accountability from both brands and regulators. Viral lab claims and social media buzz should not be the primary basis for national confidence in daily essentials like milk.
At the same time, companies must engage proactively with independent testing and regulators to address reasonable consumer concerns, rather than rely solely on reputational assurances.
The absence of a clear public response from FSSAI on these specific allegations does little to help consumers separate fact from fear.
A robust, impartial review of testing methodologies and results is essential to restore trust. Meanwhile, the conversation highlights how everyday products connect deeply with community well-being and how quickly uncertainty can spread in its absence.
