The Gujarat Cooperative Milk Marketing Federation (GCMMF) has made a historic decision to reduce the price of its one-liter Amul milk packs by Re 1, effective January 27, 2025. This move is the first price reduction in decades, following a Rs 2 per liter increase in June 2024. The goal is to provide relief to consumers and boost milk consumption, according to Jayen Mehta, managing director of GCMMF.
The main objective is to incentivize consumers to buy larger milk packets, which can lead to reduced plastic waste and environmental benefits. The price reduction applies to four variants: Amul Gold, Amul Taaza, Amul T-Special, and Amul Chai Mazza. The price of 500ml pouches remains unchanged.
GCMMF is a farmer-owned cooperative with 36,000 farmers across 18,600 villages in Gujarat. Its 18 member unions collect 300,000 liters of milk daily, with an annual processing capacity of 500,000 liters. On average, the cooperative handled 310,000 liters of milk daily in the last fiscal year.
This move is a significant step towards supporting the dairy industry and promoting sustainable consumption. By reducing the price of milk, GCMMF aims to increase milk sales and encourage consumers to opt for larger packets, which can lead to a reduction in plastic waste and environmental pollution. This initiative is expected to have a positive impact on the dairy industry, farmers, and the environment, as well as benefiting consumers.