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Tuesday, August 10, 1999

Amul gets set to launch branded yoghurt 

Anamika Rath  
Mumbai, Aug 9: The Gujarat Cooperative Milk and Marketing Federation of India (GCMMF) is for the first time, launching branded dahi (yoghurt) in India. On this count, Amul will compete with Britannia Industries which is also planning to launch a branded dahi by the end of the year. At present, Amul is test marketing Masti Dahi in Ahmedabad after which it will be rolled out nationally. The national launch is expected in the next two months.

According to GCMMF assistant general manager R S Sodhi: ``After milk, the biggest market is dahi. Our estimates are that 25 per cent of the milk market is dahi. To give an estimate, in Ahmedabad alone, the milk market is Rs 500 crore per annum.'' Amul had already marked its presence in milk products like amrakhand and shreekhand. Masti Dahi will be available in plastic cups, priced at Rs 12 for every 400 gram cup. GCMMF has been aggressively pursuing forays in other branded food categories like dals, condensed milk and instant mixes.

Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.


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