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AMUL ICE CREAM HISTORY

Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of
impulse products like sticks, cones, cups as well as take home packs and institutional/catering
packs. Amul ice cream was launched on the platform of ‘Real Milk. Real Ice Cream’ given that
it is a milk company and the wholesomeness of its products gives it a competitive advantage.

In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and
Delhi in 2002. Nationally it was rolled out across the country in 1999.

It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the
country. This position was achieved in 2001 and it has continued to remain at the top.

Today the market share of Amul ice cream is 38% share against the 9% market share of HLL,
thus making it 4 times larger than its closest competitor.

Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its ever
growing range. Currently it offers a selection of 220 products. Amul has always brought newness
in its products and the same applies for ice creams.

In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice
Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic Delight
& ProLife Probiotic Wellness Ice Cream is created for the health conscious.

Amul’s entry into ice creams is regarded as successful due to the large market share it was able
to capture within a short period of time – due to price differential, quality of products and of
course the brand name.

PRESENT STATUS
In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand in the country.
It is now the only national brand and all other ice cream brands are regional.

Amul Ice Cream has achieved 38% share against 9% market share of HLL making it 4 times
larger than its closest competitor.
PRODUCTS: RANGE OF AMUL ICECREAM
Ice cream made of the freshest milk and the freshest cream blended with the yummiest flavours,
fruits and nuts to make you keep on asking for more.

Prolife Ice Cream


Available in 5 delicious flavours:

Vanilla with Chocolate Sauce


Strawberry with Strawberry sauce

Shahi Anjir
Fresh Litchi
Chocolate
Packaging :
500 ml tub + free 500 ml tub and 125 ml cup

Sugar Free Probiotic


India’s first specially created Low Fat Diabetic Delight

Available in 5 delicious flavours:

Vanilla with Chocolate Sauce


Strawberry
Shahi Anjir
Chocolate
Swirl
Available in 4 delicious flavours:

Swirl
Chesse-n Strawberry
Black Current
Khatta Mitha Mango
Chocolate

Packaging :
Available in 150ml

Sticks

Dollies
Raspberry Dolly
Mango Dolly

Packaging :
Available in 60ml

Cones
Tricone
Butterscotch
Available in 50ml, 80ml and 120ml
Chococrunch
Available in 50ml and 120ml
Alphonso Mango
Available in 120ml
Novelties

Cassatta
Available in 150ml

Malai Kulfi

M
as
ti
K
ul
fi
Available in 100ml
Shahi Pista
Available in 60ml

Kids
Fundoo Cone
Available in 125ml
Fundoo Chocobar
Available in 40ml
Fundoo Balls (Vanilla)
Available in 100ml
Fundoo Balls (Mango)
Available in 100ml
Utterly Delicious Take Away

Vanilla Royale
Strawberry
Butter Scotch
Chocochips
Available in 500ml & 1.25ltr
Kaju Draksh/ Kis Mis Kaju
Kesar Pista Royale
Available in 1ltr pack
Introducing
2ltr super saver pack
4ltr plastic container pack

Utterly Delicious Cups


Available in 100ml
- Alphonso Mango
- Chocolate
- Strawberry
- Kaju Draksh
- Butterscotch
- Kesar Pista Royale
- Kesar Pista Royale

Available in 50ml and 100ml


- Vanilla
- Strawberry

Buy One & Get One Free


Spanish Saffron + Spanish Saffron

Rajbhog + Raj Bhog


Fresh Litchi + Fresh Litchi
Cappuccino + Cappuccino
Shahi Anjir + Shai Anjir
Blackcurrant + Black Currant
Fresh Pineapple + Fresh Pineapple
Fruit Bonanza + Fruit Bonanza
Chocolate + Chocolate
Alphonso Mango + Alphonso Mango
Tutti Frutti + Tutti Frutti
Green Pista + Green Pista
Prolife Vanilla + Butter Scotch
PRICE OF AMUL ICECREAMS

Amul sugar free Frozen Food

Product Quantity Price


Vanilla with Chocolate Sauce (500ml+500ml Free!) Rs. 110.00
Strawberry with strawberry sauce (500ml+500ml Free!) Rs. 110.00
Chocolate (500ml+500ml Free!) Rs. 120.00
Shahi Anjir (500ml+500ml Free!) Rs. 120.00
Shahi Anjir Premium (NEW!!!) 1 Lit. Rs. 140.00

Prolife Probiotic Wellness Ice Cream

Product Quantity Price


Vanilla with Chocolate Sauce (500ml+500ml Free!) Rs. 100.00
Chocolate (500ml+500ml Free!) Rs. 110.00
Fresh Litchi (500ml+500ml Free!) Rs. 110.00
Shahi Anjir (500ml+500ml Free!) Rs. 110.00

Other Products

Product Quantity Price


Vanilla Ice Cream + Fruit n Nut 750ml Ice Cream + 150 g Chocolate Rs. 99.00
Chocolate Free (NEW!!!) Free
Amul Exotica Binge Roasted 1 Lit. Rs. 140.00
Almond (NEW!!!)
Amul Exotica Choco Bliss Choco 1 Lit. Rs. 140.00
Chips (NEW!!!)
Amul Exotica Fruit Salsa Santra 1 Lit. Rs. 120.00
Mantra (NEW!!!)
Swirl Cheese n Strawberry 1 Lit. Rs. 100.00
(NEW!!!)
Vanilla Royale (LIMITED PERIOD 2 Lit. (Super Saver Pack) Rs. 99.00
OFFER!!)
Butter Scotch (LIMITED PERIOD 2 Lit. (Super Saver Pack) Rs. 125.00
OFFER!!)
Vanilla Royale 1.25 Lit. (25% Extra Free!) Rs. 90.00
Strawberry 1.25 Lit. (25% Extra Free!) Rs. 90.00
Utterly Delicious Butter Scotch 1.25 Lit. (25% Extra Free!) Rs. 115.00
Chocochips 1.25 Lit. (25% extra free!) Rs. 120.00
Hum Tum Party Pack 1 Lit. Rs. 100.00
Kesar Pista Royale 1 Lit. Rs. 130.00
Fresh Litchi (750 ml + 750 ml Free!) Rs. 150.00
Shahi Anjir (750 ml + 750 ml Free!) Rs. 150.00
Spanish Safron with Cream Balls (750 ml + 750 ml Free!) Rs. 150.00
Raj Bhog (750 ml + 750 ml Free!) Rs. 150.00
Chocolate (750 ml + 750 ml Free!) Rs. 130.00
Alphonso Mango (750 ml + 750 ml Free!) Rs. 120.00
Fruit Bonanza (750 ml + 750 ml Free!) Rs. 130.00
ProLife Vanilla + Butter Scotch (750 ml + 750 ml Free!) Rs. 120.00
Green Pista (750 ml + 750 ml Free!) Rs. 100.00
Cappuccino (750 ml + 750 ml Free!) Rs. 130.00
Vanilla Royale 4 litre (Plastic Container) Rs. 260.00
Butter Scotch Classic 4 litre (Plastic Container) Rs. 365.00
Chocolate Bonanza 4 litre (Plastic Container) Rs. 365.00
Vanilla Royale 5 Lit (25% Extra Free!) Rs. 280.00
Strawberry 5 Lit (25% Extra Free!) Rs. 280.00
Butter Scotch 5 Lit (25% Extra Free!) Rs. 350.00
Vanilla Royale 100 ml x 12 cups Rs. 120.00
Strawberry 100 ml x 12 cups Rs. 120.00
Kaju Draksh 100 ml x 12 cups Rs. 216.00
Kesar Pista 100 ml x 12 cups Rs. 216.00
Utterly Delicious Mango 100 ml x 8 Premium cups Rs. 180.00
Utterly Delicious Chocochips 100 ml x 8 Premium cups Rs. 216.00
Vanilla Royale 50 ml x 24 cups Rs. 120.00
Strawberry 50 ml x 24 cups Rs. 120.00
Frostik Cute Couple Pack 70 ml x 2 bars Rs. 35.00
ProLife Chocobar 60 ml x 14 bars Rs. 168.00
Mango Dolly 60 ml x 14 bars Rs. 140.00
Raspberry Dolly 60 ml x 12 bars Rs. 140.00
Chowpati Kulfi 60 ml x 10 bars Rs. 120.00
Chococrunch 120 ml x 14 cones Rs. 280.00
Butter Scotch 120 ml x 14 cones Rs. 252.00
Cassatta 150 ml x 10 slices Rs. 250.00
Hum Tum Roll Cut 80ml x 8 slices Rs. 136.00
Afghan Dry Fruits 650ml tub Rs. 75.00
Double Swirl (Kesar-Badam & 750 ml Rs. 90.00
Choco-Almond)
Swirl Magic (Chocolate) 750 ml Rs. 80.00
Swirl Magic (Strawberry) 750 ml Rs. 75.00
Cake Magic 1 Lit Rs. 200.00
MANUFACTURING UNITS
 Mother Dairy, Bhat-382 428, India
 Banas Dairy, Palanpur-385 001, India
 Dudhmansager Dairy, Manesar-112 020, India
 IDPL, Chanditala-712 702, Kolkata, India
 Vidya Dairy, Anand- 388 110, India
 Vasundhara Dairy, Tarapur, Boisar-401 506, India

AWARDS & CERTIFICATION


 ISO 9000-HACCP certified plants : All Amul Ice Cream plants are ISO 9000-HACCP
certified.
 Amul is in the process of getting ISO 22000 (Improved version) certification for all its
plants.
 No. 1 in Quality : Amul is ranked No.1 ice cream in quality by “INSIGHT” (May-June,
2002), a bimonthly consumer magazine published by Consumer Research and Education
Society (CERS) based at Ahmedabad.
 Best Value for Money brand : Voluntary Organization in Interest of Consumer Education
(VOICE), a consumer organization based in Delhi said in an article published in Deccan
Herald, Bangalore edition dated 16.03.04 that Amul provides the best Value For Money
as far as price is concerned. They also mentioned the difference between Ice Cream and
Frozen Dessert in their article as Amul is using milk fat in ice cream and some
competitors are using vegetable fat in their ice creams.
LATEST HAPPENINGS
2 litre Super Saver Pack

2 litre Super Saver pack - Available Flavours are


Vanilla Royale, Butter Scotch, Two in One, Kis Mis Kaju and Rose

HUM TUM Party pack

Cheese-n-Strawberry swirl 150ml & 1litre


MARKET SHARE OF AMUL IN INDIA

HOW AMUL ICECREAM IS BETTER FROM OTHERS


ICE CREAM

 Ice Cream is made from fresh milk.


 Ice creams are rich in protein, calcium, dairy cream and vitamins.
 Ice Creams are a complete food, easy to digest and full of energy.
FROZEN DESSERT
 Frozen Desserts are generally made from vegetable oils / fats.
 In frozen desserts milk fat is replaced with vegetable oil, hence they are
unable to give the smooth taste and flavour which only an ice cream can
give.
 The base of the frozen dessert can be any sort of vegetable oil which is quite
inexpensive.