Amul launches Fresh Paneer; expands milk distribution to Jaipur

Our Corporate Bureau
26 November 2007

Anand: Amul has announced the launch of Amul Fresh Paneer, or cottage cheese, commencing 26 November. The launch marks Amul's foray into the fresh paneer segment, and will also see the milk distribution juggernaut leverage its liquid milk distribution network that spans 100,000 retail outlets across India. Amul Fresh Paneer is the latest addition to Amul's product portfolio, and the company has plans to become the number one brand in the Indian paneer market.

Amul is already a market leader in the frozen paneer category, with its Amul Malai Paneer brand commanding more than a 65 per cent share in the branded paneer market. The foray into the distribution of the fresh paneer segment will strengthen its position in the dairy products category.

Initially, Amul will offer Amul Fresh Paneer in Ahmedabad via its liquid milk distribution network, in convenient sizes of a 200g block priced at Rs 25, and a 1kg block priced at Rs 115.

Amul Fresh Paneer, according to a company release, is made from pure, fresh milk, which gives it a rich, creamier taste. It has high fat and low moisture content compared to the open paneer available in the market. It is available in tamperproof, sealed poly-packs, ensuring quality and longer refrigerated shelf life of up to 15 days.

According to a company release, the Indian paneer market is estimated at around one lakh metric tonnes per annum, 80 per cent of which is sold as open or loose paneer by local milk vendors.

Paneer is the largest dairy product sold in terms of volume after liquid milk, with a universal acceptance across the Indian sub-continent, making it one of the highest consumed dairy products. The paneer market can be segmented into two major segments, viz. consumers & institutions, with the institutional segment contributing over 80 per cent of the total paneer market, though it is highly price sensitive.