India's paneer industry is going through a major shakeup as a regulatory crackdown on analogue paneer pushes consumers toward trusted branded dairy. The market is estimated at Rs 1 lakh crore and has been growing at 15 to 18 per cent.At least eight states have banned imitation paneer products. The Food Safety and Standards Authority of India published a draft amendment on September 22 that would stop products made without milk from being sold as paneer. The draft is open for objections and suggestions for 60 days.Organised dairy companies report surging demand. Mother Dairy says demand for its packaged paneer is growing 60 to 70 per cent year-on-year this quarter, and it has doubled capacity in two years. Amul says it leads the branded segment with a 30 to 35 per cent share, making paneer in 35 plants. Paras Dairy says its plants are at full capacity, producing 14 to 15 tonnes a day against 7 to 8 tonnes earlier.The FSSAI says the goal is to stop consumers from being misled. Analogue paneer made with vegetable oils would lose the right to use the paneer name if the draft becomes law.