Milk Marketing Federation (GCMMF), one of India''s greatest
success stories with its Amul brand, is now aiming at
a 17-per cent growth in sales to Rs 3,200 crore this fiscal
against sales of Rs 2,746 crore in the previous year ended
31 March 2003.
is expecting each of its products to contribute higher
sales this year as new products are being added to each
The big hope is
not surprisingly the Amul brand of ice-creams, which is
expected to contribute Rs 250 crore to the turnover, up
from Rs 150 crore last year. Says GCMMF managing director
B M Vyas: "Last year we saw a good growth in ice-cream,
cheese, butter and ghee. We are planning to launch new
products in almost every line that we are in, with specific
stress on ice-creams."
its ice-cream and milk business, GCMMF has begun investing
in increasing its milk capacity. It recently firmed up
plans to invest Rs 100-120 crore to expand this from 1.1
million litres a day to 1.8 million litre a day at its
Gandhinagar factory. The investment will take place over
the next two years.
is also planning to expand its production facilities beyond
Gujarat to service other regions in India. GCMMF recently
bought an ice-cream manufacturing unit in Nagpur and is
installing a dairy unit alongside. Through this unit,
the organisation has also extended its milk supply to
over 10 cities spread over Rajasthan, Madhya Pradesh and
Amul is now focusing
on its supply system. Efforts are on to ensure greater
availability of Amul ice-cream at pushcarts and small
outlets. The company feels that availability is the most
important factor in ice cream sales. Thus, Amul ice-cream
can be found in ''just around the corner shops,'' local
STD booths, local kirana shops, chemists and bakers,
who stock the ice-cream in deep freezers.
The idea is to
ensure visibility and availability, which more often than
not ensures a sale as ice-cream consumed out of home is
most often an impulsive purchase. For ensuring a presence
in southern India, the cooperative has tie-ups with various
state marketing federations in that region. For production
of ice-creams it is considering expanding the agreements
with other state-cooperatives as well.
Amul expects to
clock sales of 34 million litres during the current year
and the accent will be on offering ''value for money'' products.
The new ice-creams
to be launched from Amul this year include a mega-bite
almond cone (the largest volume cone in the country),
an orange ice-cream (Santra Mantra), a Bouncer ice-cream
with nuts and essential proteins, vitamins and minerals
for the growing children, a cheese ice-cream and a sundae
in cone for kids in different variants.
Both Amul and Hindustan
Lever''s (HLL) Kwality Walls claim to be the largest selling
ice-cream brands in India. While HLL quotes a market research
study by AC Nielson, which puts Kwality Walls at the No
1 spot, an independent study by Ahmedabad-based Consumer
Education and Research Society (CERS) ranks Amul as No
1, followed by Kwality Walls (among four brands including
Vadilal and four loose samples) on various parameters
of taste, melting quality, weight, fat and sugar content.
is positioned as ''real ice-cream'' made from real milk
cream, while HLL''s Kwality Walls is made from vegetable
oil and its items are dubbed as Frozen Deserts.
year, Amul ice-cream made its entry into New Delhi, India''s
biggest ice-cream market, where its anti-compete agreement
with Mother Dairy has expired. Amul has been sourcing
its entire ice-cream requirement for the northern market
(including Delhi) from its own Gandhinagar plant.