nked to their income levels. Although the middle and upper class have the ability to trade up to better quality products; masses remain price sensitive due to lower income. Hence, price elasticity of staples such as fresh milk and edible oils continues to be higher compared to discretionary products such as ketch up and cookies in the country. Additionally, GST exemption on unpackaged food items could possibly lead to a shift from packaged market to unpackaged and from formal channel to informal channel.