Fast-Moving Consumer Goods (FMCG) giants are investing heavily in the Rs 10 beverage market by introducing new products such as soft drinks, sparkling water, flavoured milk, and buttermilk.

Notably, Amul Kool – flavoured milk – ranges between Rs 20 and Rs 40, while butter milk is priced Rs 15. As per the financial calculations of Amul, Rs 10 buttermilk pouch earns huge profit for ...