Amul is one of the India’s largest FMCG giant with a total turnover of more Rs 50000 Crores last year. In first trimester of FY21, the company has launched one new product every fourth day. There have been 33 new product launches by Amul in this period which is a unique another reason for Amul’s girl to smi
Amul has a wide distributor network of 10,000 distributors and a million retailers . It helped them reach a billion customer every day, even during the lockdown period. Amul took advantage of its robust supply chain and pushed non dairy products like cookies during the lockdown.
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Hotels , restaurants and caterers are the major consumer for cheese and accounts for one third of total cheese sales. During lockdown period this segment did not lift any cheese. Still during the March to June period, Amul saw a 30 percent growth in its cheese category. This is a recent shift in consumer behaviour in India towards cheese and cheese products.
During the lockdown period, the chocolates category too saw exponential growth during Mar-June. Normally December and January are the months for such sales .
Need for new product development
Convenience in food delivery and ease in consumption became a new normal during the lockdown. Health and nutrition with a great taste created a new paradigm of indulgence. Amul took note of these changing trends on the basis of consumption patterns.
Amul’s new product development team was churning out 10-12 new products every quarter. Amul decided to triple the number from first quarter onwards. Few of the launches by Amul included ‘Haldi, ginger and Tulsi Doodh under immunity booster category.
‘Panchamrit’ a recent launch is becoming popular amongst consumers as a ritual’s necessity. Other launches are in FMCG category like Atta, vegetable oil , bakery, ice cream , etc. Mr Sodhi , MD GCMMF is positive about 15-17 % growth in this year.
Amul is now looking beyond the dairy segment and plans to launch frozen foods and ready-to-eats. Amul sells packaged sweets like Gulab Jamun and Rasmalai but they are eyeing bigger pie of the market in packed sweets segment. Till now except Haldiram and Bikanerwala no one else has a national presence in packaged sweets.
Amul is setting up a large potato processing plant in Banaskantha (North Gujarat). The dairy major plans to roll out products like French Fries, Aloo tikki and even cheese and Paneer Parathas. At present, ITC and McCain have an established presence in the frozen foods space.
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