Some north Indians are switching too, although not entirely for the same reasons. Bimalkant Pandey, who owns a paan-shop in Jambulpada, now buys milk from Satish Dhavale. “The quality of the milk was not good,” Pandey claims, as an explanation for his decision to switch. “There would be regular problems of it being watery or sometimes smelly. Now I am happy with the quality and also happy for my Maharashtrian brothers.”

But Arun Singh, a migrant from Uttar Pradesh who owns about 150 buffaloes and supplies 400-500 litres of milk in Ghatkopar everyday, says he is undeterred by the competition. “Customers will buy milk from the people they trust. I don’t think this move will impact us,” he said, referring to the MNS campaign.