The Gujarat Co-operative Milk Marketing Federation, which markets products under the Amul brand, has chalked out a plan to revive its chocolate products.
Besides introducing new products in the chocolate category, the federation has also decided to revamp packaging of its chocolates to garner a greater chunk of the chocolate market.
Although Amul has introduced several products in the chocolate category, it does not enjoy leadership in the segment.
The Rs 2,748 crore co-operative giant is, however, working out a strategy to make Amul brand of chocolates more popular. In fact, the co-operative has begun test-marketing of its newly packaged chocolates from select outlets in Gujarat and Maharashtra.
“We are taking chocolate products seriously now and planning to take these to the market in a big way,” said an official at the federation.
“We have revamped chocolate packaging and designing with the help of TMA, an international agency. The new packaging is more trendy and appealing,” said R S Sodhi, general manager, marketing.