In a bid to woo the younger generation, Amul has launched its brand of flavoured milk, Kool, in trendy tetra-packs. The earlier brand, Amul Shakti, was relaunched about 3-4 months ago in bottles as Amul Kool.
Gujarat Cooperative Milk Marketing Federation’s (GCMMF) general manager - marketing RS Sodhi said the company targets to sell about 10 lakh packs per day in one year.
Currently, it sells about three lakh packs per day. The drink continues to be priced at Rs 10 for 200 ml.
Amul had preferred to launch the flavoured milk earlier in bottles because it believed that a consumer can see and feel the product in the same rather than a tetra-pack. But after the launch of the tetra-pack last week, Mr Sodhi said tetra-packs are much convenient. Transportation of bottles to some locations is also difficult.
He added that tetra-packs are trendy and are preferred by the youth, teenagers and children, who are getting away from the cola-based soft drinks.
Dealers said the tetra-pack version is available in two colours, chocolate and white.
The company may also launch smaller trial packs. A previous flavoured milk brand from Amul, Nutramul, is not doing well, according to some dealers.
Mr Sodhi further said Amul is the market leader in the flavoured milk segment with over 90 per cent market share. The other smaller players include Britannia, Nestle, Mother Dairy and local manufacturers. Shakti was projected more as a health-oriented drink.
With Amul Kool in cool tetra-packs, Mr Sodhi expects to successfully woo the young generation with a combination of nutrition and taste.
Considering Amul dwarfs all other players in this market, how will competition react to this news?
Market analysts opine that Amul will definitely do well as they have good back-end operations.
Competitors can either wait and watch or go in for a price cut. If they decide on the latter, then one may see something on the scale of the recent price war in the detergent sector.