Launching and Positioning of Amul Camel Milk

Abstract

Amul is known globally for its cooperative model and it enjoys a healthy market share in the organized milk market of the country. Post-independence Amul plays a vital role in providing food security to marginalized milk-producing farmers and serving urban customers. Amul is also known for continuous improvement and product development. Amul launched camel milk in the Indian market in selected cities of Gujarat in January 2019 and emerged as the first to launch camel milk. Camel milk has many health-related benefits, particularly for diabetics, Autism, Food allergies, and other autoimmune diseases. Amul is also expecting to demand camel milk due to the increased health consciousness of the urban consumers’ segment. Amul camel milk got an excellent response initially. As per the MD of Amul, Mr. R. S. Shodhi, the major challenge is milk procurement. Being socially committed, Amul is closely working with camel breeders and also having social upliftment behind starting the camel milk. In the initial stage, they have the struggle to establish the entire supply chain of camel milk. And the primary issue is shelf life and awareness of camel milk.