With a view to expand its product offering and consolidate
its position in the beverages market, billion-dollar brand
Amul has launched chocolate milk, christened ''Amul Kool
Koko''. The product is made from pure milk, with the addition
of cocoa solids, and has a target market of teenagers
and the youth.
at Rs15 for 200ml, the beverage is available in a bottle
or a tetra pack of the size, along with a 250ml can, which
comes for Rs20, and a one-litre tetra pack for Rs50.
the past couple of months, Amul has introduced a slew
of milk-based drinks, in its bid to emerge as the single-largest
entity in the beverages market. Amul Koko is the latest
addition to its beverage offering, which comprises flavoured
milk Amul Kool, low-calorie drink Masti Butter Milk, ready-to-drink
coffee Kool Café, and India''s first sports drink,
up its offering, the Gujarat Cooperative Milk Marketing
Federation Ltd (GCMMF) is now the leading player in the
Indian dairy beverages market, having secured a staggering
90-per cent market share in the branded packaged dairy
milk-based market has been showing a double-digit growth.
The Indian soft drink market is worth about Rs7,000 annually.
Carbonated soft drinks account for 85 per cent of the
total soft drink market, but the segment has seen its
growth stagnate or even decline in the last few years.