Amul India's largest dairy brand with products like milk , cheese , butter , icecreams and numerous other products has now decided to explore biscuit industry in a big way . What might have prompted the management of the AMUL should be the backward integration available for major ingredients of bakery products as milk , butter , smp and whey powder .Also low gestation period and growth in bakery demand has prompted Amul to manufacture biscuits .It has selected to go for the premium category of cookies .Amul also wants to leverage its country wide chain of distributors managing the retail sales of its products .It would be interesting to see as Amul converts its loyal consumers to biscuits and cookies .
The pilot projects has been installed and commissioned in state of Gujarat with monthly output of 20tons , catering local demand from Anand , Ahmedabad and Vadodara. Varieties launched are cookies are coconut, multigrain , chocolate and butter .
Amul has test launched its cookies in its nearby towns to gauge the market , taste and demands for such product .They are not is hurry to go national as it would try get established locally.
Amul would take on well entrenched players in biscuit manufacturing such as Britannia , Parle and ITC and Mnc's like United Biscuit , Kraft and GSKB. Biscuit market is estimated to be Rs 12000/- crore
Source :ETdt 8Aug2013