India ranks first in the world in terms of milk production. At present, the dairy sector has an estimated consumer demand for milk and milk products at EUR 26 billion, at about 8 percent growth per annum. Milk is an essential commodity, which is inevitable in our day-to-day life. Hardly is any human being who does not taste milk throughout his life. India being basically agricultural country milk and dairy products are by-products of several million agriculturalists. Gone are the days when milk can be purchased only from milk vendors. In these days when almost all items are sold in readymade forms in packets and milk is no more exception. It can be purchased at any time from a grocery shop. It is also good from health point of view as it is purified and the cholesterol content is removed from it. Several brands are available in the form of packet milk. The term “Brand Preference” means the preference of the consumer for one brand of a product in relation to various other brands of the same product available in the market. Customer may be buyer or user. Buyer is the person who makes actual or uses the product or service. The choice of consumers is revealed by brand preference. This brand preference is the comparatively investing and a new field of study. This study “The Study of Consumer Behaviour & Brand Preference for Packaged Milk with Special Reference to Charoli suburb of Pune city” gives a picture on users of packaged milk.