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Amul Plans Smaller Dairy Pack Sizes for Price-conscious Rural Market

16 September 2019

INDIA - Gujarat Cooperative Milk Marketing Federation (GCMMF), the producer of Amul brand dairy products, is planning to penetrate rural India with smaller pack sizes of pasteurized milk derivatives. The decision coincides with the organisation's expansion in urban India through new product innovations.

India’s largest dairy brand, Amul, is looking to launch price-based products with dairy, milk, ghee and other items in Rs 20, Rs 10 and even smaller pack sizes to meet rural demand.

Amul dairy products are available in almost all large markets and mid-sized towns, but a large part of consumer demand comes from rural India.

“There is a big market in rural India. With our unique quality and taste, our dairy products are becoming very popular among rural consumers. Hence, we are planning to launch smaller packs to address this demand,” said R S Sodhi, managing director, GCMMF.

The company is selling Amul dairy products such as curd and ghee in half- and one-litre packs in the urban and semi-urban markets. But, there has been huge demand for such products in Rs 20 and Rs 20 pack size as rural consumers are more price-focused.

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Source: Business Standard

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