In a consumer-friendly move, the Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets the popular Amul brand, has announced a price reduction for three of its flagship milk products in Gujarat. Effective from Saturday, the prices of Amul Gold, Amul Taaza, and Amul Tea Special in their original packaging will see a decrease of Re 1 per litre.

With the revised pricing, Amul Gold (1L) will now retail at Rs 65, Amul Tea Special (1L) at Rs 61, and Amul Taaza (1L) at Rs 53. The decision comes as a response to the current surplus in milk production across the state’s dairies. Additionally, many member unions of GCMMF have recently reduced the milk procurement prices paid to dairy farmers, creating room for this price adjustment.

Jayen Mehta, Managing Director of GCMMF, announced the development on Friday. While the federation has not disclosed detailed reasons for the price cut, industry analysts view it as a strategic step to strengthen Amul’s competitive position in the market amid increasing competition. The move is also expected to bring financial relief to consumers.

The price revision applies exclusively to the three popular variants and their 1-litre packages. Prices for other Amul products and packaging formats remain unchanged.

GCMMF, India’s largest dairy federation, operates through 21 member unions and supplies around 55 lakh litres of milk daily in Gujarat. Hotels and restaurants form a significant portion of its bulk buyers.