With a view to cash in on the estimated Rs 500 crore ready-to-drink flavoured milk category, the Gujarat cooperative milk marketing federation (GCMMF), better known as Amul, has firmed up it plans to widen its portfolio in its flavoured milk category and will launch a new flavour across the country very soon.
?By mid-April we will launch our new flavour ?Thandai?. With milk intake is the country being very high liquid milk and allied products category continues to be our main focus area,? said R S Sodhi, general manager (marketing), GCMMF. Amul the market leader in the ready-to-drink flavoured milk category with 70-75% market share, however, refused to divulge the investment details.
The new flavour priced at Rs 12 (200ml) will be rolled out pan-India, including Gujarat, and Uttar Pradesh. Thandai bottles will churned out at company’s Godhra Dairy Facility. The company plans to sell around 25,000 bottles every day, Sodhi added. Refusing to speak on how many bottles does the company target to sell over the next one year, Sodhi said it is very difficult to give any sales figure right now.
Currently, Ready-to-drink flavoured milk category makes up for the majority of the milk beverages segment in the country. Besides Amul, Mother Dairy, along with Hershey, Nestle Indian and Amrit Food are some of the leading players in the flavoured milk category. GCMMF has a wide range of flavoured milk options under the Amul brand, which includes, Amul Cool, Kool Koko and Cool Caf?, while Mother Dairy has Chillz on the shelf in the category.
