Farmers from surrounding rural milk-producing villages—including Ramanayakkanpalayam, Thennangudipalayam, and Appammasamuthiram—congregated at Selliyampalayam, completely halting vehicular movement along the critical transport corridor for over two hours. The demonstration caused substantial traffic congestion until senior officers from the Attur rural police station initiated dialogue with protest organizers, after which the highway blockade was temporarily withdrawn.

Protesting dairy producers criticized the state government for failing to match milk procurement rates with surging operational expenditures. Farmers pointed out that commercial cattle feed, dry fodder, labour, and veterinary treatment costs have increased by up to 100 percent over recent years, leaving smallholder households in severe financial distress. Association representatives expressed outrage that while state funds are readily allocated for administrative expenditures, smallholder dairy producers are pushed toward insolvency without farm debt relief and remunerative milk pricing.

The protest followed the Tamil Nadu government’s recent announcement of a ₹3 per litre hike (raising the baseline procurement rate paid by state-run cooperative Aavin from ₹38 to ₹41 per litre). Producer associations rejected the ₹3 adjustment as inadequate, demanding that the procurement price be raised to at least ₹44 to ₹50 per litre for cow milk and ₹60 per litre for buffalo milk to align with higher rates paid by competing private dairy processors.