Amul, a brand that is synonymous with dairy products in India, is now looking to expand its product offerings beyond the dairy sector. By doing so, they aim to become a complete food and beverage company. This is a strategic move, as it enables them to diversify their revenue streams and cater to a wider customer base.
With this expansion, Amul will be competing with some of the biggest names in the food and beverage industry in India, such as Nestle, Britannia, Coca-Cola, and ITC. Nestle and ITC have recently announced their intentions to boost growth through manufacturing and innovation, while Britannia has formed a joint venture with a French cheese maker to produce and sell cheese products in India.
Jayen Mehta, Managing Director, said, “Dairy remains our core, but we have a robust pipeline of growth; we want to straddle all food category consumers use in the kitchen, and we are going about it with speed, scale, and larger investments.
The maker of Amul cheese, milk, ice cream, and butter has identified categories such as non-dairy beverages, snacks, pulses, cookies, edible oil, organic foods, and frozen foods to accelerate with “speed and scale.”
Amul’s foray into the non-dairy market is a natural progression for the brand, as they already have a strong presence in the dairy sector. They have a reputation for providing high-quality dairy products, and customers trust their brand. By expanding their portfolio, they hope to leverage this trust and provide customers with a wider range of options.
Amul’s decision to expand its product range beyond dairy is a strategic move that allows them to diversify their revenue streams and cater to a wider customer base. However, this expansion also puts them in direct competition with some of the biggest names in the Indian food and beverage industry.
