Amul Introduces Rich and Creamy “Amul Diamond” milk in Delhi & NCR market

New Delhi                                                                                                                                           October 23, 2012

India’s largest milk brand ‘Amul’ introduced rich and creamy milk “Amul Diamond” in the Delhi & NCR market today. The latest pouch milk variant from the house of Amul would come with a minimum of 7% Fat content and 9% Solid-not-Fat (SNF).  The product was launched today at a launch conference attended by 300 Amul Milk Distributors of NCR in a function presided by Shri Vipul Chaudhary, Chairman, GCMMF and Shri R S Sodhi, Managing Director, GCMMF at New Delhi.

Amul is currently marketing the following variants of milk in pouches in NCR:

Pack & Variant	M.R.P. 500ml Pouch (Rs.)
Amul Slim-n-Trim Double Toned Milk 1.5% fat	13
Amul Taaza Toned Milk 3% fat	15
Amul Gold Full Cream Milk 6% fat	20

Amul Diamond is targeted at the customers looking for more creamy milk. The distinguishing features of this milk are creamy taste, thicker texture and richer aroma. The product would be sold at price point of Rs. 23/- per 500ml pouch and Rs. 45/- per 1 Litre pack. The product would be made available at all Amul Parlours, Amul milk selling booths, retail outlets and Modern Format stores.

Shri Vipul  Chaudhary, Chairman, GCMMF said that this new product will help  to fill the void for consumers’ preference of having creamy milk in the Premium category. He said that this will expand the pouch milk market and attract consumers who are buying loose buffalo milk and help them shift to processed, pasteurized Amul Diamond Premium Full Cream Milk.

 R.S.Sodhi, Managing Director of GCMMF Ltd. said that Amul is the market leader in NCR’s pouch milk market with daily sales of 24 lac litres per day. Since Amul Gold Full Cream Milk is our largest selling variant, new Diamond Milk will expand the category. We shall continue to delight our consumers by introducing innovative product in different categories, he said. He also added that GCMMF is expecting to clock a sales turnover of Rs. 14000 Crores during current financial year.

Amul Diamond Milk will be promoted extensively in local press and outdoor mediums. It will also strengthen Amul’s positioning of milk as “World’s Original Energy Drink”.