Saras Milk Price Up ₹2/L in Jaipur from August 25

Jaipur Dairy, under the Saras brand, has announced a ₹2 per litre price hike on all milk variants, effective from the evening of August 25. Prices will now be ₹54 for Toned (Blue), ₹60 for Standard (Green), ₹68 for Gold, and ₹46 for Double Toned—up from ₹52, ₹58, ₹66, and ₹44 respectively .

This marks the 11th price increase since 2017, reflecting a cumulative rise of over 42%, with Toned milk most notably jumping from ₹38 to ₹54 . The decision directly impacts consumers across Jaipur and Dausa, where Jaipur Dairy supplies more than 1.16 million litres daily .

Industry Insight:

This steady upward trend in milk pricing signals broader structural pressure in input costs—likely driven by inflationary dairy input costs, logistics, and consumer demand dynamics. While the hike supports farmer income and producer margins, it poses challenges for household budgets, especially among price-sensitive segments. In a competitive market where alternatives like plant-based beverages and dairy substitutes are gaining ground, traditional dairies must balance farmer welfare and demand elasticity carefully.

As dairy processors continue to navigate cost pressures, inch-by-inch price increases may become a norm. However, sustained consumer pushback could prompt brands to explore cost efficiencies, premium product tiers, or loyalty-driven pricing models to smooth transitions and maintain long-term market share.

Source : Dairynews7x7 Aug 24th 2025