Under the updated maximum retail price (MRP) schedules, a 1-kg carton of Amul ghee has increased from ₹630 to ₹680 (+7.9%), while a 500-gram pure ghee pouch has risen from ₹325 to ₹345 (+₹20). Across the table butter segment, the high-volume 500-g carton moved from ₹310 to ₹325 (+4.8%), and the 100-g household pack increased from ₹63 to ₹66 (+₹3). On Amul’s direct-to-consumer digital commerce portal, listed rates indicate cow ghee at ₹740 per litre, Sagar ghee at ₹710, pure ghee at ₹700, and buffalo ghee at ₹720, though multiple stock-keeping units (SKUs) currently display stockouts.

The current price correction partially reverses the price reductions implemented in September 2025, when the Goods and Services Tax (GST) on dairy products was reduced from 12% to 5%. During that tax reform, Amul passed along savings across 700 SKUs, lowering 1-litre ghee from ₹650 to ₹610 and 500-g butter from ₹305 to ₹285. The latest baseline increases reflect the operational reality of managing elevated farmgate milk procurement rates and higher cold-chain logistics costs heading into late 2026.

Beyond input economics, market dynamics have been heavily influenced by structural shifts in consumer demand. A cooperative leader closely associated with Amul noted that multi-state crackdowns on spurious and adulterated dairy products in Gujarat and neighbouring Rajasthan—resulting in the seizure of approximately 2 lakh kilograms (200 tonnes) of counterfeit ghee over the last six months—have driven households away from unorganized local vendors and toward certified cooperative brands. With India’s festive quarter traditionally accounting for roughly 45% of total annual ghee consumption for confectionery and culinary preparations, the sudden consolidation of demand onto formal supply chains has created acute stock shortages in distribution hubs such as Ahmedabad, Vadodara, Pune, Kolkata, and parts of Jammu & Kashmir.