Amul plans smaller dairy pack sizes for price-conscious rural market

While the firm has made a dent this large market, its decision stems from the unwillingess of the rural consumer to buy larger packs as the entire quantity is not consumed at once

Gujarat Cooperative Milk Marketing Federation (GCMMF), the producer of Amul brand dairy products, is planning to penetrate rural India with smaller pack sizes of pasteurized milk derivatives. The decision coincides with the organisation's expansion in urban India through new product innovations.

India’s largest dairy brand, Amul, is looking to launch price-based products with dairy, milk, ghee and other items in Rs 20, Rs 10 and even smaller pack sizes to meet rural demand.

Amul dairy products are available in almost all large markets and mid-sized towns, but a large part of consumer demand comes from rural India.

“There is a