Value-added milk products (VAMP), especially clarified butter (ghee), hold a key position in the Indian market due to their culinary, health, and spiritual significance. This study examines the key factors influencing retailers in Chennai, Tamil Nadu, when choosing to stock and promote branded ghee. Data from 145 retailers revealed that product quality and profitability/margins are the most influential factors, followed by marketing support, packaging, logistics, credit policy, and brand reputation. The findings provide valuable insights for manufacturers to tailor promotional strategies based on retailer priorities.