Armed with an enterprise value of $3 billion and a turnover of $2.4 billion, the world's fifth largest food products brand, Amul, on Monday, launched its protein-rich product for children, Amul Pro, at a competitive price of Rs 25 less than its nearest competitor, Bournvita from the Cadbury stable.

The product will be launched soon across India, said Mr R S Sodhi, Managing Director of the Gujarat Cooperative Milk Marketing Federation (GCMMF), that markets the 40-odd products of Amul brand, after launching the new product, Amul Pro, in which the catchword ‘Pro' means protein. It is expected to challenge the brown beverage market leaders Bournvita and Boost, and corner a 10 per cent share in the Rs 3,000-crore Indian market within the first year.

Amul, already exporting products mainly for the Indian Diaspora, is also looking at setting up milk processing plants in the US and elsewhere.

“However, no final decision has been taken yet,” he added.

In India, Amul will invest around Rs 3,000 crore in the next five years to set up new plants and enhance its daily milk processing capacity from the existing 145 lakh litres to 180 lakh litres. It currently has 52 such plants.

Amul, which sponsored the Formula One and IPL events in recent past and also sponsoring the Indian contingent at the London Olympics this year, is targeting the youngster segments for boosting sales. Amul Pro, with the additive Docosohexaenoic Acid (DHA) to strengthen brain power, is also targeting children in the age-group of 2-15 years, Mr Sodhi said.

India's biggest food brand and multinational, Amul, has seen its turnover treble to Rs 16,000 crore in the last five years, with a more than 20 per cent growth.

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