Amul launched its beverage brand Amul PRO in the Kerala market on Wednesday.
Mr Kishore Jhala, chief general manager, Gujarat Cooperative Milk Marketing Federation Ltd, said that the company is looking at selling 100 tonnes a month in Kerala. The market size of milk additive category in Kerala is estimated at 300 tonnes a month.
The product, he said, was launched in Gujarat, Tamil Nadu, Maharasthra, and Karnataka in April and the response was “overwhelming and much beyond our expectations.”
The company have already covered 40 per cent of the national market with this new product, Mr Jhala said, adding that it will be rolled out in Kolkatta, Guwahati and other cities in the North-East in the next few days.
Amul PRO is targeted at children in the age group of 2 -15 years, the period which signifies the growth phase of a child. It is fortified with 27 nutrients and is priced at 20 per cent discount over competing brands, he said.
Mr Jhala said the company with an annual sales turnover of Rs 12,000 crore is the market leader in all dairy product categories. With this launch, Amul plans to improve its presence in the Rs 2,500-crore milk food drinks market.
According to Mr Jhala, the product would be introduced in attractive glass cube jar. The 500 gm glass cube jar is priced at Rs 150 and 500 gm refill would be available at Rs 140.
Referring to the Kerala market, he said Amul is No.1 player in various milk products and holds No.2 position in the ice cream segment.
A senior company official said Amul had achieved a business of Rs 12 crore a month in Kerala, both in dairy and frozen products, and is expecting a 20 per cent growth across all categories with the launch of Amul PRO.
The company, with a total distributor network of 80, evolved a super stockist model in the State last year, which has enhanced the sales. The sales at Idukki and Pathanamthitta had virtually doubled through this initiative, he added.