{"id":1307246,"date":"2026-03-16T08:39:15","date_gmt":"2026-03-16T03:09:15","guid":{"rendered":"https:\/\/trak.in\/stories\/?p=1307246"},"modified":"2026-03-16T08:39:27","modified_gmt":"2026-03-16T03:09:27","slug":"complaint-filed-against-flipkarts-re-1-litre-milk-campaign","status":"publish","type":"post","link":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/","title":{"rendered":"Complaint Filed Against Flipkart&#8217;s Re 1\/Litre Milk Campaign"},"content":{"rendered":"\n<p>A major controversy has erupted in India\u2019s dairy sector after <strong>Flipkart reportedly sold milk for just \u20b91 per litre as part of a promotional campaign<\/strong>. The move triggered strong criticism from the <strong>Bangalore Milk Union Ltd (BAMUL)<\/strong>, which warned that such deep discounting could harm dairy farmers and the cooperative ecosystem built over decades.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"823\" src=\"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM-1024x823.png\" alt=\"\" class=\"wp-image-1307257\" srcset=\"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM-1024x823.png 1024w, https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM-300x241.png 300w, https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM-768x617.png 768w, https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png 1334w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The issue highlights growing tension between <strong>aggressive e-commerce discount strategies and traditional agricultural supply chains<\/strong> that support millions of rural livelihoods.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Why BAMUL Opposed the \u20b91 Milk Sale<\/h2>\n\n\n\n<p>BAMUL President <strong>D. K. Suresh<\/strong> publicly criticized the promotion, arguing that milk is not a product that should be used as a marketing gimmick. According to him, selling milk for such an extremely low price undermines the hard work of farmers and weakens the cooperative dairy model.<\/p>\n\n\n\n<p>He emphasized that <strong>millions of farmers depend on fair milk prices<\/strong> to sustain their livelihood. Deep discounting, he said, risks sending a signal that milk is a low-value product, which could negatively affect the entire dairy supply chain.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Complaint Filed With Competition Commission of India<\/h2>\n\n\n\n<p>BAMUL has taken the issue further by filing a <strong>complaint with the Competition Commission of India (CCI)<\/strong>. The cooperative alleges that the \u20b91 milk campaign amounts to <strong>predatory pricing<\/strong> designed to capture market share.<\/p>\n\n\n\n<p>According to the complaint, dairy farmers in Karnataka typically receive <strong>around \u20b938\u2013\u20b940 per litre for milk procurement<\/strong>, making it economically impossible to sell milk at \u20b91 without heavy investor subsidies or promotional spending.<\/p>\n\n\n\n<p>The cooperative has also written to <strong>Prime Minister Narendra Modi<\/strong>, urging authorities to investigate the pricing practice and protect the interests of dairy farmers.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Flipkart Responds to the Allegations<\/h2>\n\n\n\n<p>Flipkart has defended the campaign, stating that the <strong>\u20b91 milk sale was a limited promotional offer<\/strong> designed to provide additional value to customers. The company clarified that prices on its marketplace are determined by individual sellers and that such promotions do not affect the payments made to dairy suppliers or farmers.<\/p>\n\n\n\n<p>The e-commerce platform also said it remains committed to supporting farmers and sellers while expanding digital market access.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Bigger Concerns for India\u2019s Dairy Sector<\/h2>\n\n\n\n<p>Industry observers say the dispute reflects a broader challenge in India\u2019s retail ecosystem. Quick-commerce and e-commerce platforms often rely on <strong>deep discounts funded by investors<\/strong> to attract customers.<\/p>\n\n\n\n<p>However, in sectors like dairy\u2014where millions of small farmers depend on stable pricing\u2014such aggressive discounting can potentially destabilize markets and hurt cooperative institutions.<\/p>\n\n\n\n<p>The case could also become a <strong>key test for India\u2019s competition regulators<\/strong>, especially regarding how far online marketplaces can go in discounting essential agricultural products.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A major controversy has erupted in India\u2019s dairy sector after Flipkart reportedly sold milk for just \u20b91 per litre as part of a promotional campaign. The move triggered strong criticism from the Bangalore Milk Union Ltd (BAMUL), which warned that such deep discounting could harm dairy farmers and the cooperative ecosystem built over decades. The [&hellip;]<\/p>\n","protected":false},"author":30,"featured_media":1307257,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21],"tags":[394,9428],"class_list":["post-1307246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-flipkart","tag-milk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Complaint Filed Against Flipkart&#039;s Re 1\/Litre Milk Campaign - Trak.in - Indian Business of Tech, Mobile &amp; Startups<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Complaint Filed Against Flipkart&#039;s Re 1\/Litre Milk Campaign - Trak.in - Indian Business of Tech, Mobile &amp; Startups\" \/>\n<meta property=\"og:description\" content=\"A major controversy has erupted in India\u2019s dairy sector after Flipkart reportedly sold milk for just \u20b91 per litre as part of a promotional campaign. The move triggered strong criticism from the Bangalore Milk Union Ltd (BAMUL), which warned that such deep discounting could harm dairy farmers and the cooperative ecosystem built over decades. The [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Trak.in - Indian Business of Tech, Mobile &amp; Startups\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-16T03:09:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-16T03:09:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1334\" \/>\n\t<meta property=\"og:image:height\" content=\"1072\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Mohul Ghosh\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mohul Ghosh\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/\",\"url\":\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/\",\"name\":\"Complaint Filed Against Flipkart's Re 1\/Litre Milk Campaign - Trak.in - Indian Business of Tech, Mobile &amp; Startups\",\"isPartOf\":{\"@id\":\"https:\/\/trak.in\/stories\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png\",\"datePublished\":\"2026-03-16T03:09:15+00:00\",\"dateModified\":\"2026-03-16T03:09:27+00:00\",\"author\":{\"@id\":\"https:\/\/trak.in\/stories\/#\/schema\/person\/5092a7d2906e3f3c819643435477c2a7\"},\"breadcrumb\":{\"@id\":\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#primaryimage\",\"url\":\"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png\",\"contentUrl\":\"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png\",\"width\":1334,\"height\":1072},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/trak.in\/stories\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Complaint Filed Against Flipkart&#8217;s Re 1\/Litre Milk Campaign\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/trak.in\/stories\/#website\",\"url\":\"https:\/\/trak.in\/stories\/\",\"name\":\"Trak.in - Indian Business of Tech, Mobile &amp; Startups\",\"description\":\"Trak.in is a popular Indian Business, Technology, Mobile &amp; Startup blog featuring trending News, views and analytical take on Technology, Business, Finance, Telecom, Mobile, startups &amp; Social Media Space\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/trak.in\/stories\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/trak.in\/stories\/#\/schema\/person\/5092a7d2906e3f3c819643435477c2a7\",\"name\":\"Mohul Ghosh\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/trak.in\/stories\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/66c129d83dd3f325a3b550eb1aa16891173ddfc4686361424206cd9a01311c89?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/66c129d83dd3f325a3b550eb1aa16891173ddfc4686361424206cd9a01311c89?s=96&d=mm&r=g\",\"caption\":\"Mohul Ghosh\"},\"url\":\"https:\/\/trak.in\/stories\/author\/mohul-ghosh\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Complaint Filed Against Flipkart's Re 1\/Litre Milk Campaign - Trak.in - Indian Business of Tech, Mobile &amp; Startups","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/","og_locale":"en_US","og_type":"article","og_title":"Complaint Filed Against Flipkart's Re 1\/Litre Milk Campaign - Trak.in - Indian Business of Tech, Mobile &amp; Startups","og_description":"A major controversy has erupted in India\u2019s dairy sector after Flipkart reportedly sold milk for just \u20b91 per litre as part of a promotional campaign. The move triggered strong criticism from the Bangalore Milk Union Ltd (BAMUL), which warned that such deep discounting could harm dairy farmers and the cooperative ecosystem built over decades. The [&hellip;]","og_url":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/","og_site_name":"Trak.in - Indian Business of Tech, Mobile &amp; Startups","article_published_time":"2026-03-16T03:09:15+00:00","article_modified_time":"2026-03-16T03:09:27+00:00","og_image":[{"width":1334,"height":1072,"url":"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png","type":"image\/png"}],"author":"Mohul Ghosh","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Mohul Ghosh","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/","url":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/","name":"Complaint Filed Against Flipkart's Re 1\/Litre Milk Campaign - Trak.in - Indian Business of Tech, Mobile &amp; Startups","isPartOf":{"@id":"https:\/\/trak.in\/stories\/#website"},"primaryImageOfPage":{"@id":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#primaryimage"},"image":{"@id":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#primaryimage"},"thumbnailUrl":"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png","datePublished":"2026-03-16T03:09:15+00:00","dateModified":"2026-03-16T03:09:27+00:00","author":{"@id":"https:\/\/trak.in\/stories\/#\/schema\/person\/5092a7d2906e3f3c819643435477c2a7"},"breadcrumb":{"@id":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#primaryimage","url":"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png","contentUrl":"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png","width":1334,"height":1072},{"@type":"BreadcrumbList","@id":"https:\/\/trak.in\/stories\/complaint-filed-against-flipkarts-re-1-litre-milk-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/trak.in\/stories\/"},{"@type":"ListItem","position":2,"name":"Complaint Filed Against Flipkart&#8217;s Re 1\/Litre Milk Campaign"}]},{"@type":"WebSite","@id":"https:\/\/trak.in\/stories\/#website","url":"https:\/\/trak.in\/stories\/","name":"Trak.in - Indian Business of Tech, Mobile &amp; Startups","description":"Trak.in is a popular Indian Business, Technology, Mobile &amp; Startup blog featuring trending News, views and analytical take on Technology, Business, Finance, Telecom, Mobile, startups &amp; Social Media Space","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/trak.in\/stories\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/trak.in\/stories\/#\/schema\/person\/5092a7d2906e3f3c819643435477c2a7","name":"Mohul Ghosh","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/trak.in\/stories\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/66c129d83dd3f325a3b550eb1aa16891173ddfc4686361424206cd9a01311c89?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/66c129d83dd3f325a3b550eb1aa16891173ddfc4686361424206cd9a01311c89?s=96&d=mm&r=g","caption":"Mohul Ghosh"},"url":"https:\/\/trak.in\/stories\/author\/mohul-ghosh\/"}]}},"jetpack_featured_media_url":"https:\/\/trak.in\/stories\/wp-content\/uploads\/2026\/03\/Screenshot-2026-03-16-at-8.38.30-AM.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/posts\/1307246","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/comments?post=1307246"}],"version-history":[{"count":1,"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/posts\/1307246\/revisions"}],"predecessor-version":[{"id":1307258,"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/posts\/1307246\/revisions\/1307258"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/media\/1307257"}],"wp:attachment":[{"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/media?parent=1307246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/categories?post=1307246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/trak.in\/stories\/wp-json\/wp\/v2\/tags?post=1307246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}