Ludhiana, Oct. 5 -- Demand for Sahiwal ghee produced by Guru Angad Dev Veterinary and Animal Sciences University (GADVASU) has risen more than eightfold in three years, from around one litre a day when the product was launched to more than eight litres now. The university attributes the increase to growing interest, particularly among urban consumers, in products made from indigenous cattle.

The ghee was launched nearly three years ago at a price of around Rs.2,000 a litre.

Varinder Pal Singh, associate professor of dairy economics and business management at the varsity said demand was initially limited, particularly in rural areas, where consumers were reluctant to pay the premium for the product. "When we launched this ghee nearly thr...