MUMBAI: A ‘survey‘ on the latest increase in milk prices claims many households have “cut down on milk consumption” or “downgraded to lower price brands or local supply sources”. It claims 3% of households it spoke to have “stopped buying milk”. However, India’s largest dairy Amul has rebutted these findings.
Amul followed by Mother Dairy had increased milk prices by Rs 2 per litre earlier this week.Amul Gold rose from Rs 66 to Rs 68 and Taaza from Rs 54 to Rs 56.
Following this, a LocalCircles survey asked consumers, “Milk prices have increased 6-8 times in most parts of India in the last 24 months with the latest increase announced recently. How is your household coping with the high milk prices?”
The question reportedly received 13,866 responses with 60% stating that they are “paying higher prices and buying same quantity and
brand”. However, 14% stated that they have “switched to a low cost brand or local supply source”. 20% said they had reduced the quantity purchased while 3% stated that they have “stopped buying milk” and 3% respondents did not give a clear reply. Four in 10 households are feeling the pinch.
LocalCircles has done similar surveys over milk price hikes in past years with near similar results.
However, Jayen Mehta, MD of GCMMF, which owns Amul, rebutted the ‘survey’. He said, “The basic question itself is wrong. This increase has come after 16 months since our last hike Feb 2023. How can there be 6-8 increases in the price of milk in balance eight months prior to Feb 23? We are a national brand. There is no reduction in consumption of milk over the last two years — in fact (there has been an) 8-10% volume growth each year. And there is no drop in sales after the last increase.”
The respondents’ decision to “stop buying milk” does appear quizzical considering they were buying data packs and using social media to answer the survey, — but scrimping on milk. “Also, the hike has taken effect less than a week ago. Have so many people stopped buying milk immediately?” questioned the representative of another dairy major. LocalCircles then claimed the stoppage had “occurred cumulatively since 2022”.
While low economic groups may settle for smaller quantities of milk enough to suffice their daily needs, there are few “cheaper alternatives or local sources”, as the survey claims. In Mumbai, at least, scarcely any local dairies sell milk cheaper than the branded varieties. Cow milk and buffalo milk at most dairies costs between Rs 60-100 per litre. Branded toned or skimmed varieties are still cheaper.
Amul followed by Mother Dairy had increased milk prices by Rs 2 per litre earlier this week.Amul Gold rose from Rs 66 to Rs 68 and Taaza from Rs 54 to Rs 56.
Following this, a LocalCircles survey asked consumers, “Milk prices have increased 6-8 times in most parts of India in the last 24 months with the latest increase announced recently. How is your household coping with the high milk prices?”
The question reportedly received 13,866 responses with 60% stating that they are “paying higher prices and buying same quantity and
brand”. However, 14% stated that they have “switched to a low cost brand or local supply source”. 20% said they had reduced the quantity purchased while 3% stated that they have “stopped buying milk” and 3% respondents did not give a clear reply. Four in 10 households are feeling the pinch.
LocalCircles has done similar surveys over milk price hikes in past years with near similar results.
However, Jayen Mehta, MD of GCMMF, which owns Amul, rebutted the ‘survey’. He said, “The basic question itself is wrong. This increase has come after 16 months since our last hike Feb 2023. How can there be 6-8 increases in the price of milk in balance eight months prior to Feb 23? We are a national brand. There is no reduction in consumption of milk over the last two years — in fact (there has been an) 8-10% volume growth each year. And there is no drop in sales after the last increase.”
The respondents’ decision to “stop buying milk” does appear quizzical considering they were buying data packs and using social media to answer the survey, — but scrimping on milk. “Also, the hike has taken effect less than a week ago. Have so many people stopped buying milk immediately?” questioned the representative of another dairy major. LocalCircles then claimed the stoppage had “occurred cumulatively since 2022”.
While low economic groups may settle for smaller quantities of milk enough to suffice their daily needs, there are few “cheaper alternatives or local sources”, as the survey claims. In Mumbai, at least, scarcely any local dairies sell milk cheaper than the branded varieties. Cow milk and buffalo milk at most dairies costs between Rs 60-100 per litre. Branded toned or skimmed varieties are still cheaper.
