Amul, India's largest dairy brand, is reducing prices on over 700 of its product packs, effective September 22, 2025. This decision by the Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets its products under the Amul brand, aims to pass on the benefits of reduced Goods and Services Tax (GST) rates to consumers.

The price cuts span a wide range of Amul products, including dairy staples like butter, ghee, UHT milk, cheese, and paneer, as well as ice cream, chocolates, bakery items, frozen dairy and potato snacks, condensed milk, peanut spread, and malt-based drinks. However, there will be no change in the prices of pouch milk, as it was already exempt from GST.

Revised Prices

Here are some of the revised prices:

• Butter: The 100 gm pack has been reduced from ₹62 to ₹58. The 500 gm pack has dropped from ₹305 to ₹285.
• Ghee: Reduced by ₹40 to ₹610 per litre.
• Cheese: An eight-pack of cheese cubes will now cost ₹130, down from ₹139. The Amul processed cheese block (1 kg) has been cut by ₹30 to ₹545.
• Paneer: The 200 gm pack of frozen paneer will now cost ₹95, down from ₹99. Amul Paneer range is set to get cheaper by 5%, making 1 kg of Amul Malai Paneer cheaper by Rs 15.
• Ice Cream: Amul ice cream prices will range from ₹9 to ₹550, down from the earlier ₹10 to ₹600 range. Amul Tub Vanilla Magic 1L will be priced at Rs 180, less by Rs 15.
• UHT Milk: Amul has cut prices of one litre tetrapack of Amul Taaza Toned UHT Milk by 2.6 per cent and that of Amul Gold Standardised UHT Milk by 3.6 per cent.

Amul Protein products will fall in the range of ₹145 to ₹3,690, from ₹150 to ₹4,100. Frozen snacks will range in price from ₹42 to ₹380, previously priced from ₹45 to ₹400. Bakery products will cost in the range of ₹10 to ₹270 from ₹11 to ₹300.

Impact and Rationale

Amul believes that the price reduction will encourage consumption of dairy products like ice cream, cheese, and butter, where per capita consumption in India remains low. GCMMF, which is owned by 36 lakh farmers, anticipates that increased demand will boost its turnover, ensuring better returns for the farmers.

The company has already communicated the revised prices to its distributors, Amul Parlours, and retailers across India.

Consumers have expressed relief, as the price reduction will provide some financial ease. Asmita Sanas from Mumbai, noted that while the price drops offer only a small benefit, they are welcome, especially for households that regularly purchase Amul products.

This move by Amul follows a similar announcement by Mother Dairy, which also reduced its prices effective September 22, 2025.