Just ‘Kool’ with Amul
Amul
is exploring new avenues with the introduction of new drinks in its
goal of emerging as the single largest entity in the dairy beverage
market. Times Food Processing Journal finds out more
Gujarat
Cooperative Milk MarketingFederation Ltd (GCMMF) is Asia’s largest
integrated dairy products manufacturing and marketing organisation and
India’s largest food company, havingannual turnover more than 3,773
crores.This is a testimony to the collective wisdom of 24 lakh milk
producers of Gujarat who have built a premier cooperative organisation
and much valuedbrands ‘Amul’ and ‘Sugar’ with; perseverance
over the last 50 years. GCMMF is presently the market leader in almost
all dairy product category that is, butter, liquid milk, milk powders,
infant milk food, cheese, ice cream and more. Amul promise to its consumers
is an association in an unwritten contract to satisfy the consumers’
taste and nutritional requirements by offering them VFM (Value for Money)
products whose quality is hard to match. The core of the Amul brand
is something that is genetically implanted in the very fabric of its
construction. Soft drink market overview: Indian soft drink market is
valued to be Rs 6,000 crore. The soft drink market can be broadly divided
into two major segments
• Carbonated soft drink• Non-carbonated soft drink Carbonated
soft drink The carbonated drinks are the mainstay and accounts for 85
per cent of the total soft drink market, however the growth rate has
been stagnant and in fact on declining trend on account of controversial
issue of pesticide. Non-carbonated soft drink The non-carbonated drinks
category includes sub category like fruit drink, juices, dairy drinks
and more.
Changing scenario
Consumers are concerned about diet and health, particularly with
all the media focus on obesity and diabetes. With the changing life
style and increased awareness and health concerns; consumers are now
switching over to more healthy drinks over carbonated soft drinks. As
a result, the growth in non-carbonated soft drink category is found
higher than the aerated cold drinks in recent years. There is an inherent
need in the mind on Indian consumers for a healthy drink and they can
easily switch over to a healthier substitute, if available widely.
GCMMF’s entry into beverage Fresh dairy beverages such as chaas,
lassi and flavoured milk have been commonplace in India. However, these
beverages have no fixed market size and have not been marketed due to
their perishable nature, mediocre packaging and lack of quality standardisation.
Amul being the largest dairy cooperative realised market potential and
entered into beverage segment by launching flavoured milk under the
brand name of Amul Shakti during September 2002.
