Why you should trust Amul milk | Nisha Sampath posted on the topic | LinkedIn (original) (raw)
Nisha Sampath’s Post
Brand Consultant with 25 years of experience in creating actionable consumer insights | Qualitative Research | Strategic Planning | Brand Positioning | Training
5mo Edited
If you are a mass brand, seeking to be a new-age brand, or premiumise offerings, then there is always so much you can learn from Amul. And I am not talking only about advertising. They are equally good with their innovation and product extension strategy. When you consider that they are a co-operative and may not be as agile as FMCG or startup brands. Sometime ago, a lady mentioned to me with great pride that she flew business class from Delhi to London on BA, and there was an Amul butter sachet in her breakfast tray. Amul makes it to business class. And also to the roadside sandwich guy. And it's equally acceptable to everyone. Milk may be pretty much a commodity. But Amul butter is clearly not. This kind of trust does not come purely from advertising, it comes from great product quality, at unbeatable prices. I still can't find any reason to pick another butter brand. A friend was advised to avoid lactose. And I learnt that he has been sourcing camel milk from Amul. Wow. India's milk brand thinks beyond cows milk. Of course, they have lactose free milk too. Just one suggestion to them. Instead of fighting the label 'plant milk', they should just offer that as well. After all, what people call milk, is milk. Why not just continue to be India's milk brand, across all types of milk? But what I appreciate the most, is their foray into protein. The protein deficit amongst Indian consumers is vast. Protein helps diabetics to manage their sugar. Quality Protein is unfortunately also expensive. Milk products are one effective way to supplement. Another, cheaper, mass alternative is soya chunks. Amul has launched the full range of proteins - milks, lassis, protein powders, which you can buy online as of now. 250 gm Milk with 35 gm of protein which is fat and lactose free, at Rs.99 200 ml of buttermilk with 15 gm of protein at just Rs.25. 200 ml rose lassi with 15 gm protein at just Rs. 25 (sugar free, suitable for diabetics) Interesting, as its a clean, easy to consume protein which does not require mixing. You can easily integrate it into your regular diet. And no one has ever made clean protein so accessible to the masses, as Amul has done. Amul is premiumising - going beyond milk as a commodity. And at the same time, they are helping to solve the protein deficit problem. It can only happen when you have a strong vision for the brand such that profitability and purpose are not at odds. Now the ghee market is ripe for them to innovate next. I would buy a reasonably priced A2 ghee from Amul in a heartbeat. And I am waiting for them to create the new age MFD for kids - low on sugar, high on protein, affordable for all. There is lots more for the brand to do. I think they have not even scratched the surface when it comes to leveraging their equity. Meanwhile, every time I work with mass brand (not necessarily even a food brand), I keep taking inspiration and ideas from Amul for what we can do better.
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