Vol. 7, Issue 11, Part E (2025)

Edible oil is an important component of kitchens in the world. In the market, various types of edible oils are available like cottonseed oil, groundnut oil, sunflower oil, corn oil, mustard oil, etc. During earlier times, people used to consume ‘kachi Ghani oil’ which was extracted by farmers at Ghani (oil extraction mechanism) in the village. Traditionally people have been using unrefined oils such as Mustard oil, ground nut oil, and coconut oil. Recently, there has been growing awareness of quality amongst consumers and they have also becoming more health-conscious which resulted in the arrival of refined oil. Gujarat Cooperative Milk Marketing Federation (GCMMF) is a well-known organization for milk and milk products marketing and distribution in India. GCMMF recently launched its edible oil with the brand name “Janmay” in 2020. Janmay oil range includes groundnut oil, cottonseed oil, sunflower oil, mustard oil, and soya bean oil, which will be sold across 30,000 stores in a one-liter pouch, five-liter jar, and 15 kg tin packing. This research study was undertaken basically to know consumer awareness and buying behaviour for non Dairy Amul product Janmay oil. The research methodology and findings are discussed in the paper.