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Amul widens the brand pitch amid lockdown as it looks to reinvent itself

With a slew of new product launches and brand extensions through the lockdown, the dairy major looks to reinvent the brand

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The Amul marketing team has mapped the new launches to the strength and profile of the brand, which experts said, indicate that the rush for new product categories and consumer attention is a well-planned one

Vinay Umarji Ahmedabad

3 min read Last Updated : Jul 30 2020 | 6:04 AM IST

Even as many food and beverage (F&B) brands have struggled to locate their voice and supply chain during the lockdown, dairy major Amul, managed by Gujarat Co-operative Milk Marketing Federation (GCMMF) has been on an accelerated treadmill of new product launches and brand extensions along with an uninterrupted advertising calendar.

From immunity boosting milk to Indian sweets, exotic chocolates and biscuits and most recently, a holy drink (panchamrit or the five-ingredient nectar) offered in temples and shrines during festivals, Amul has followed an aggressive media and launch schedule through the past months. It has launched 33 products and variants, not

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