Staff reporter
Guwahati: Assam’s leading dairy brand, Purabi, has increased the price of its milk and dairy products by Rs 2 per litre, sparking widespread concern among consumers. The half-litre milk packet, which earlier cost Rs 34, is now being sold at Rs 35, affecting thousands of households that rely on Purabi for their daily dairy needs.
The price hike has hit hard, especially among middle and lower income families already grappling with inflation. Many voiced their concerns in markets and neighbourhoods across Guwahati.
“It’s becoming difficult to manage household expenses,” said a domestic worker. “Milk is not a luxury; it’s a necessity, especially for children and the elderly. A hike of Rs 4 may seem small to some, but for families like ours, it adds up.”
“I use almost 10 litres of milk every day. This increase means I’ll either have to raise the price of tea or reduce the milk content—both options will hurt my business,” a roadside tea stall owner echoed similar sentiments.
The hike is reportedly due to rising costs of cattle fodder, transportation, and production. Purabi, which procures over 1.6 lakh litres of milk daily from over 51,000 farmers, is believed to have made the move to ensure better returns for its dairy suppliers.
However, many consumers feel blindsided. “Purabi has always been the people’s brand,” said another resident. “They should have communicated the reasons properly before increasing prices. People deserve to know why they’re paying more.”
Small businesses, especially tea vendors, sweet shops, and home-based food sellers, are feeling the pinch. In several areas, residents are now exploring cheaper alternatives, even if it means compromising on quality.
Purabi, once regarded as more than just a brand and as a symbol of Assamese identity, now finds itself at a crossroads. “We’ve supported Purabi since its early days. This sudden hike feels like a betrayal,” said a home maker.
To restore public trust, consumers are calling for a more transparent approach. Many believe the government should step in and mediate a balanced solution.
Also Read: Assam: Purabi Dairy Achieves Record Sales of 2 Lakh Litres Per Day During Magh Bihu
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