Amul is launching a new lower calorie butter called Amul Pichku butter with 420 calories per 100 grams compared to their regular butter which has 720 calories per 100 grams. Amul also plans to launch butter in new flavors like pepper, chili, and chocolate. The new butters will be priced between Rs. 15-105 depending on weight and promoted through schools, colleges, malls, advertisements, and free samples distributed with other Amul products across India, Pakistan, USA, UK and major cities and villages.