Amul serves up soup, premium ice-cream in growth q

Gujarat Co-operative Milk Marketing Federation Ltd, which posted record sales of Rs 2,746 crore (Rs 27.46 billion) for the year ended March 31, 2003, is aiming at 17 per cent growth in sales to Rs 3,200 crore (Rs 32 billion) in the current fiscal.

The federation expects its Amul brand of ice-cream to contribute more than Rs 250 crore (Rs 2.5 billion) this year.

Industry sources said during the last fiscal, ice-cream contributed around Rs 150 crore (Rs 1.5 billion) to the total turnover of the federation.

"Last year we saw good growth in ice-cream, cheese, butter and ghee. We are planning to launch new products in almost every line that we are in, with specific stress on ice-cream. This will help us to reach the Rs 3,200 crore (Rs 32 billion) sales target," said B M Vyas, managing director of GCMMF.

On the cards is a national launch of ready-to-serve tomato and vegetable soups in the first week of May.

"We are launching Masti tomato soup and hot 'n' sour vegetable soup in tetra packs. These will be in one litre packs mainly, but we are also planning to push 200 ml tetra packs for single servings, which will be sold through our channel," Vyas said.

The company, which recently launched bottled lassi in Ahmedabad, now plans to market it across the country.

Amul has been selling an average of 5,000 litres of lassi in Ahmedabad every day.

"The sales could touch 10,000 litres but the transporters' strike hampered the supply system. Nevertheless, we are happy with the response. Now we will launch it across the country," Vyas said.

With lassi, the federation is planning to cut a share in the existing soft drinks market.

"Everyday people are becoming more health conscious. Amul lassi will be a good substitute to soft drinks. It is also priced almost on a par with a 300 ml cola," he said.

Vyas said Amul's cold flavoured milk has been doing well across the ountry.

"We will launch super-premium ice creams during this year. This range ill also be priced competitively though the content will be exclusive, and packed with dry fruits," he said.