Amul ice creams, a brand owned by the Gujarat Co-operative Milk Marketing Federation (GCMMF) is planning to double its distributor base, from the current 200 to 400 by the end of the year.
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According to company’s officials, the expansion of distributor base will further the company’s goal to make Amul ice creams an INR10bn (US$216.78m) brand by 2010. Sales for 2006-07 are projected to be around INR3bn.
The company plans to drive growth by increasing the number of distribution outlets it is available in and adding new flavors to its range. Amul will also focus on smaller cities unlike rival Hindustan Lever, who commands an 8% market share and has positioned its brand Kwality Walls as an urban product focused on larger cities. It is difficult to sell ice cream in the remote interiors of the country due to logistics and power problems.
Indian ice cream market estimated at INR20bn and Amul currently commands a 34% market share. The Indian per capita consumption of ice creams is approximately 200 ml, as compared to the global average of 2.0 liters.
