The dairy industry has potential for growth in West Bengal given the available raw materials and demand. Amul has invested Rs. 200 crore to build a new processing plant. Mother Dairy is a leading dairy brand in Kolkata, with 44-49% of the daily milk consumption market share. Milk production in Kolkata has increased from 4,471 tonnes in 2010-2011 to 4,859 tonnes in 2012-2013. Packaging plays an important role in marketing and consumers are more influenced by the visual appeal of packaging over the quality of materials used.