Kamal Ghorui
Flipkart is reportedly facing opposition over its Rs 1 milk offer. The Bangalore Cooperative Milk Union Ltd (Bamul) has filed complaints against the quick commerce app’s campaign by calling it harmful to dairy farmers. The cooperative said the pricing strategy risks affecting the livelihoods of those involved in milk production.In a statement to the news agency PTI, Bamul president D K Suresh said milk should not be used as a promotional tool. “Milk cannot be treated as a marketing gimmick as it sustains millions of farmers who work daily to supply the country’s dairy needs,” he said.The cooperative, which is part of the Karnataka Cooperative Milk Federation and operates the Nandini brand, has approached the Competition Commission of India under Section 19(1)(a). Suresh also said he has written to Prime Minister Narendra Modi seeking an investigation into the “predatory pricing” of milk by the quick commerce platform and its effect on dairy farmers and cooperative institutions.
What Bamul president said against Flipkart’s Rs 1 milk offers
Suresh said that Flipkart is selling milk for Rs 1 through “investor-funded discount campaigns,” and alleged that this could affect farmers and the cooperative system built over the years. Suresh, who is also the brother of D K Shivakumar and a former MP, criticised the move on social media as wellIn a post shared on X, he said milk should not be treated as a promotional offer. “Behind every litre of milk is the sweat, labour, and livelihood of our farmers. Predatory discounting by companies like Flipkart weakens India’s dairy cooperatives and hurts farmer incomes,” he noted.He urged both central and state governments to intervene. In another post, he added that milk is not a marketing tool. “Flipkart is selling milk for Re 1 through investor-funded discount campaigns and is undermining the dignity of farmers and the cooperative movement built over decades,” he said, while asking consumers to support farmers, cooperatives and Nandini, owned by the Karnataka Cooperative Milk Federation.Speaking to reporters, Suresh said a complaint would be filed with the Competition Commission of India under Section 19(1)(a) regarding the pricing strategy. He said such practices aimed at gaining market share could affect farmers.He also expressed concerns about the use of public shareholder funds, citing a reported expenditure of around Rs 2,000 crore on the initiative. According to him, such pricing strategies could affect milk cooperative institutions that have existed since before Independence.“Multinational companies are working against farmers’ interests. They should clearly state in their advertisements how long they will sell milk at such low prices. Flipkart must withdraw from this move that harms the farming community,” he claimed.Suresh claimed that about 14.5 lakh liters of milk had already been sold under the scheme and that advertisements had been widely circulated. “Public money is being invested to attract customers. The company should disclose how long it plans to sell milk at this price,” he claimed.When asked about the impact on Nandini milk sales, he said that multiple brands operate in the market. “BAMUL’s sales have dropped by about 40,000-50,000 litres. We need to ascertain how long this decline has continued,” he revealed.He added that the source of the milk being sold under the scheme is still being examined. “I have seen a couple of advertisements and will also discuss the matter with officials. Under the guise of business, it is not right to ignite a crisis for the farming community,” he noted.Suresh explained that farmers are currently paid Rs 38-40 per litre and questioned how milk could be sold at Re 1. “We need to find out from whom they are purchasing the milk and where it is coming from,” he highlighted.He also said that authorities are checking whether milk powder is being used. “We are also checking whether milk powder is being mixed. I have asked for samples and instructed that they be tested in laboratories. If cooperative institutions collapse, the direct impact will be on farmers,” Suresh warned.
