Amul Reduces Buttermilk Quantity Without Changing Prices, Customers to Get Less for Same Money

Amul has reduced the quantity of buttermilk in its different packets without changing their prices. After increasing the prices of milk and curd, the dairy brand has now reduced the quantity of buttermilk available in its ₹5, ₹10 and ₹20 packets. This means customers will have to pay the same amount but will receive less buttermilk than before. The change is an example of a practice known as shrinkflation.

Amul Reduces Quantity in Different Buttermilk Packets

Under the new changes, the ₹20 buttermilk packet will now contain 620 ml instead of the earlier 650 ml. This means the quantity has been reduced by 30 ml without any change in its price. Similarly, the ₹10 packet will now contain 280 ml instead of 300 ml, showing a reduction of 20 ml. Customers buying these packets will have to pay the same price despite receiving less product.

₹5 Jeera Buttermilk Packet Also Gets Smaller

The reduction also affects the smaller ₹5 jeera buttermilk packet. Earlier, customers received 150 ml of jeera buttermilk for ₹5. However, the quantity has now been reduced to 140 ml, which is 10 ml less than before. The price of the packet remains unchanged. This means that customers buying even the smallest packet will get less buttermilk for the same amount of money.

The changes have been made across all three packet sizes, covering regular and jeera buttermilk. While the prices remain the same, the quantity has been reduced in every category. Customers who regularly buy Amul buttermilk will now receive less product with each purchase. The reduction may also affect families that depend on small and affordable packets for their daily needs.

What Is Shrinkflation?

Shrinkflation is a practice in which a company reduces the quantity or size of a product while keeping its selling price unchanged. As a result, customers pay the same amount but receive less than before. This makes the product indirectly more expensive, even though its printed price does not increase. Amul's latest change in buttermilk packets is an example of this practice.

The latest move comes after Amul recently increased the prices of several milk and curd products. The company has now chosen to reduce the quantity of buttermilk instead of increasing its packet prices. With this change, customers will have to adjust to getting less buttermilk for the same money, adding to concerns over the rising cost of everyday dairy products.