Amul pips Mother Dairy to become Delhi's top milk seller
16 Feb 2010
Anand: With its milk sales crossing 15 litres a day, Amul has finally overtaken Delhi's well-entrenched Mother Dairy in branded packaged milk sales in the Delhi market.
With this, Amul is now the leader in packaged branded milk segment in top the top three metros - Delhi, Mumbai and Kolkata.
Amul Milk entered the Delhi market in 2005, and has overtaken Mother Dairy Delhi, which was established in 1973.
Amul attributes its sales leadership to "the superior fresh milk taste provided by Amul as compared to recombined milk often made from skimmed milk powder and butter oil by most competing brands".
Incidentally Amul has ado[pted the premium-pricing route and sells its milk at Rs2 per litre more than Mother Dairy's full cream milk, and Re1 per litre more than Mother Dairy's toned milk.
Amul expects its milk sales in the Delhi market to cross 2 million litres per day this summer.
The Gujarat Consumer Milk Marketing Federation, which owns the Amul brand says it is all set to achieve a growth of 20 per cent in this fiscal year to touch Rs8,000 crore sales turnover.