Amul Maintains Milk Prices Despite GST Cuts on UHT Products

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Amul confirms no change in pouch milk prices, while UHT milk sees a GST-driven price drop—reinforcing brand trust.

Amul has announced that its widely consumed pouch milk will remain at current prices, despite recent GST revisions. The clarification comes after the GST Council reduced the tax on ultra-high temperature (UHT) milk from 5% to nil, prompting speculation about broader price adjustments across dairy categories.

While UHT milk will become more affordable, Amul emphasized that its core product—pouch milk—was already exempt from GST and will not see any price change. This move reinforces Amul’s positioning as a stable, consumer-first brand amid regulatory shifts.

“Consumers can be assured that Amul pouch milk prices remain unchanged,” said Jayen Mehta, Managing Director of Gujarat Cooperative Milk Marketing Federation (GCMMF). “We welcome the GST relief on UHT milk, which will benefit packaged dairy consumers.”

India’s dairy market is valued at ₹13 lakh crore and growing at 6% annually, according to CRISIL. UHT milk accounts for a small but rising share, especially in urban centers and among health-conscious buyers. Amul’s decision to pass on the GST benefit without altering its core pricing strategy reflects its long-term brand equity and rural loyalty.

The announcement also comes ahead of festive season demand spikes, where price stability plays a key role in consumer trust and volume growth.