India Mocked Haldi Doodh, Now Buys It Back as ₹500 “Golden Milk” at Starbucks

What we once giggled over as grandma’s old-fashioned haldi doodh is now marketed in cafés as “golden milk”—often at 25 times the original cost. Indians scoffed, then splurged. Here’s the full story behind this cultural comeback.

The Reality Check—₹20 to ₹500

A Mumbai branding founder highlighted a jarring truth: traditional turmeric milk—available in many homes for around ₹20 a cup—is now presented by global wellness chains like Starbucks under the name “golden milk”, costing approximately ₹500. That’s a 25× markup on a beloved staple

Her point goes deeper: “If we ignore our own traditions, others will capitalize on them—and we’ll buy them back at premium prices,” she warned

Golden Milk’s Global Glow-Up—and the Appropriation Question

Worldwide, #goldenmilk has become a trend. Cafés in major cities promote it as a wellness elixir—complete with latte art and Instagram appeal—while detaching it from its roots in Indian home kitchens

This trend has raised growing concerns about cultural appropriation, where a native remedy is decontextualized, rebranded, and commodified—with little credit to its origin

What Makes Haldi Doodh Special?

Ancient Comfort, Modern Science

• Centuries-old remedy: In India, haldi doodh is a home remedy for everything from colds to sore joints, used across generations
• Proven wellness benefits: Turmeric’s active compound, curcumin, offers anti-inflammatory and antioxidant effects. And combined with black pepper, its absorption improves dramatically—a trick grandma instinctively knew

Yet, science-based wellness brands simplify—often using plant-based milk or powder mixes—stripping away cultural context and the integrity of the tradition

Why the Irony Stings

• Many Indians once regarded haldi doodh as outdated or “uncool.” Now they cheer for it once it’s foreign-labelled and sold at luxury prices
• This isn’t just about paying more—it’s about cultural amnesia: our roots being erased unless repackaged by the West
• Brands that launch turmeric-based wellness products often fail to credit the tradition, instead casting it as novelty rather than continuous heritage.

What We Can Do—Reclaim Now, Before It’s Too Late

1. Celebrate “Haldi Doodh” by name
   Simple acts—like asking cafés to serve it under its original name—help reclaim the narrative.
2. Educate and advocate
   Share how this drink passed down through generations supported wellness long before it became Instagram-worthy.
3. Support local artisans and Ayurveda-based brands
   Prioritize authentic desi businesses that honour the recipe, not just profit from it.
4. Intellectual and cultural awareness
   Demand credit and even legal protection—just like traditional knowledge patents—to prevent overseas reposting without acknowledgement

Final Sip—The Price of Disrespect

The ₹500 golden latte might feel indulgent today, but tomorrow? If we don’t speak up—and own our stories—next week’s ₹1,200 “ancient tonic” might already be marketed by someone else’s brand. As the Mumbai founder said: For decades we mocked the nuskhas… now we clap when they return with foreign branding.”
“If we don’t shape our own legacy… someone else will. Then our identity won’t feel like ours anymore.