Shimla: Introducing its fresh milk products to Himachal Pradesh, Amul, the popular brand from Gujarat Cooperative Milk Marketing Federation Ltd. is out to challenge Verka, Reliance and other milk brands for their market share in the city.
Speaking on the occasion of the launch Raveen Choudhary, general manager sales said, “Amul was looking to garner a market share of 40% in Shimla pouch milk market. We aim to reach out to 1.70 lakh residents of the city.”
“We would be selling Pouch Milk, Lassi and packed Dahi to the consumers of Shimla who are brand conscious and are willing to associate themselves with the strong brand name of Amul. We would be offering our best quality fresh products at affordable prices to consumers in Shimla,’” said Choudhary.
Amul has priced its Full Cream Milk ‘Amul Gold’ at Rs. 26 per 500ml pouch, Standardised Milk ‘Amul Shakti’ at Rs. 23 per 500 ml pouch, Toned Milk ‘Amul Taaza’ at Rs. 21 500ml pouch, Double Toned Milk ‘Amul Slim-n-Trim’ at Rs.10 per 270ml pouch, and ‘Masti Dahi’ Pouch at Rs. 15 per 200gm pouch and Rs. 28 per 400gm pouch.
Amul is a large milk brand born out of a farmer’s cooperative movement that was started way back in 1946, before India gained freedom. Besides Himachal Pradesh, the brand is marketed in Gujarat, Delhi & NCR, Uttarakhand, Punjab, Uttar Pradesh, West Bengal, Maharashtra, Madhya Pradesh, Rajasthan, Andhra Pradesh, Telangana and Chhattisgarh, Jharkhand and Goa.