The deregulation of petroleum prices in India has introduced daily fuel price variations, aligning with international market changes. This study investigates the perceptions of petrol pump owners towards daily fuel price fluctuations in Malappuram District, exploring the implications of this policy on pump operations and customer behaviour. A mixed-methods approach was employed, combining primary and secondary data from 50 petrol pump operators. The results reveal a significant negative relationship between daily price variations and customer numbers, indicating that increased price fluctuations lead to decreased customer purchases. Petrol pump owners face challenges in managing daily price changes, affecting their cash flow, inventory, and profitability. The study suggests implementing fuel price optimization strategies, improving customer communication, and exploring government support options to mitigate these challenges. This research contributes to the existing literature on petroleum price deregulation and provides insights for policymakers, industry stakeholders, and future researchers.