Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the Amul brand, has reduced milk prices by ₹1 per litre across India.

However, the reduction in prices is only for one-litre packs.

“We have reduced the prices of one-litre packs by ₹1 per litre across India,” GCMMF managing director Jayen Mehta told PTI.

“This is to encourage consumers to buy larger packs of milk and get incentive for the same,” he said.

In Delhi, the rate of Amul Gold milk has been reduced to ₹67 from ₹68 per litre while price of Amul Taaza will now be ₹55 from ₹56 per litre earlier.

GCMMF’s turnover increased 8% to ₹59,445 crore in the 2023-24 financial year.

Also Read | Amul goes global: A look at the dairy giant’s journey from Kaira to U.S. 

Mr. Mehta had earlier said that the cooperative is expecting double-digit growth in revenue during this fiscal on strong demand.

GCMMF handled 310 lakh litres of milk per day on average during the last fiscal. It has a total annual milk processing capacity of around 500 lakh litres.

GCMMF is the world’s largest farmer-owned dairy cooperative having 36 lakh farmers across 18,600 villages of Gujarat and its 18 member unions procure 300 lakh litres of milk per day.

It also ranks 8th among the top 20 dairy companies in the world in terms of milk processing, as per the International Farm Comparison Network (IFCN).

Besides the domestic market, GCMMF is exporting dairy products to about 50 countries.

Last year, GCMMF entered the U.S. market with the launch of four variants of fresh milk to cater to the Indian diaspora and Asian population.

A video of a person showing different segments of Amul milk packets and comparing the prices is circulating on social media. The person claims that milk prices have risen after the 2024 Maharashtra Assembly elections.

The person in the video says in Hindi, translated to English, “The elections are over, and now the recovery has started. This packet was  Rs. 33 yesterday, now it’s Rs. 34. Another was Rs. 66, and now it’s  Rs. 68, with an increase of Rs. 2. Yesterday, one was Rs. 24, now it’s Rs. 25, and buffalo milk went from Rs. 70 to  Rs. 73. For the sake of the country, you can contribute Rs. 2, Rs. 3, or Rs. 4 to uplift national standards. Toll taxes have also been increased, so those with vehicles like trucks, buses, or cars can contribute to raising the country’s standards as well. Thank you, Modi Ji, for the ‘achhe din.” 

Sharing the clip, an X user wrote, “Elections are over, recovery has begun. The thousands of crores that have been distributed in Maharashtra will now be recovered like this.” At the time of writing, the post had garnered over 255,000 likes and 1,000 reposts. Archived versions of similar posts can be found here and here.

However, the video is likely old as it shows milk packets with an expiry date of June 2024.

What we found

Logically Facts conducted a Google search to verify whether Amul had announced a price hike following the Maharashtra Assembly elections results. However, we found no such announcement in November 2024, before or after the results were declared on November 23.

We also checked Amul’s official website and social media accounts, including Facebook and X, but found no recent price hike announcement.

Upon reviewing the viral video carefully, we noted that all the milk packets featured have the same expiry date of “04.06.24.” According to media reports, Amul last adjusted its milk prices by Rs. 2 per liter across all markets nationwide on June 3, 2024. This confirms that the price increase shown in the video is not a recent development.

According to a price list provided in a report by Live Mint, the prices displayed in the viral video align with the revised rates set by Amul in June 2024. The cost of Amul Gold Milk’s half-liter pouch increased to Rs. 34 from Rs. 33, and the one-liter pouch is now priced at Rs. 68, up from Rs. 66. Similarly, Amul Buffalo Milk’s half-liter pouch saw a price increase from Rs. 35 to Rs. 37, and the one-liter pouch now costs Rs. 73, up from Rs. 70.

The viral clip also claims that toll taxes have increased following the state Assembly elections, but no recent increase has occurred since June 2024. According to a report by The Times of India, the National Highways Authority of India (NHAI) raised toll taxes by an average of 5 percent nationwide on June 3, 2024.

Logically Facts couldn’t find the source of the viral video or the exact date it was captured. However, the claim in the viral video is misleading, as there have been no changes to Amul milk prices recently.

The verdict

Amul increased the price of fresh milk by Rs. 2 per liter on June 3, 2024, but there has been no recent price hike, as claimed in the viral video. In addition, the price change is unrelated to the recently concluded Maharashtra Assembly elections.

(This story was originally published by Logically Facts, and republished by NDTV as part of the Shakti Collective)