Brand loyalty goes hand in hand with brand preference because when customers with brand preference choose a brand every time, this kind of repeat leads to customer loyalty or brand loyalty. At present, India is the highest milk-producing country in the world with the largest cattle population and at the same time, rising awareness about hygiene and adulteration of loose milk has led to a shift among consumers to packaged milk and milk products. Nowadays, there are various dairy product brands available in the market like Amul, Nestle, Mother Dairy, Patanjali and others. To identify the major factors that affect consumer awareness and brand loyalty towards Amul dairy products many existing studies on consumer awareness and brand loyalty on dairy products have been reviewed and a gap has been identified that no study has been conducted so far on consumer awareness and brand loyalty towards Amul dairy products with special focus on Barak Valley of Assam. This study aims to assess consumer awareness and evaluate the consumption pattern of Amul dairy products across Barak Valley, Assam.