AMUL ICE CREAM HISTORYAmul 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 Vanilla with Chocolate Sauce Strawberry with strawberry sauce Chocolate Shahi Anjir Shahi Anjir Premium (NEW!!!) Quantity (500ml+500ml Free!) (500ml+500ml Free!) (500ml+500ml Free!) (500ml+500ml Free!) 1 Lit. Price Rs. 110.00 Rs. 110.00 Rs. 120.00 Rs. 120.00 Rs. 140.00 Prolife Probiotic Wellness Ice Cream Product Vanilla with Chocolate Sauce Chocolate Fresh Litchi Shahi Anjir Quantity (500ml+500ml Free!) (500ml+500ml Free!) (500ml+500ml Free!) (500ml+500ml Free!) Price Rs. 100.00 Rs. 110.00 Rs. 110.00 Rs. 110.00 Other Products Product Vanilla Ice Cream + Fruit n Nut Chocolate Free (NEW!!!) Amul Exotica Binge Roasted Almond (NEW!!!) Amul Exotica Choco Bliss Choco Chips (NEW!!!) Amul Exotica Fruit Salsa Santra Mantra (NEW!!!) Swirl Cheese n Strawberry (NEW!!!) Vanilla Royale (LIMITED PERIOD OFFER!!) Butter Scotch (LIMITED PERIOD OFFER!!) Vanilla Royale Quantity 750ml Ice Cream + 150 g Chocolate Free 1 Lit. 1 Lit. 1 Lit. 1 Lit. 2 Lit. (Super Saver Pack) 2 Lit. (Super Saver Pack) 1.25 Lit. (25% Extra Free!) Price Rs. 99.00 Rs. 140.00 Rs. 140.00 Rs. 120.00 Rs. 100.00 Rs. 99.00 Rs. 125.00 Rs. 90.00 Strawberry Utterly Delicious Butter Scotch Chocochips Hum Tum Party Pack Kesar Pista Royale Fresh Litchi Shahi Anjir Spanish Safron with Cream Balls Raj Bhog Chocolate Alphonso Mango Fruit Bonanza ProLife Vanilla + Butter Scotch Green Pista Cappuccino Vanilla Royale Butter Scotch Classic Chocolate Bonanza Vanilla Royale Strawberry Butter Scotch Vanilla Royale Strawberry Kaju Draksh Kesar Pista Utterly Delicious Mango Utterly Delicious Chocochips Vanilla Royale Strawberry Frostik Cute Couple Pack ProLife Chocobar Mango Dolly Raspberry Dolly Chowpati Kulfi Chococrunch Butter Scotch Cassatta Hum Tum Roll Cut Afghan Dry Fruits Double Swirl (Kesar-Badam & Choco-Almond) Swirl Magic (Chocolate) Swirl Magic (Strawberry) Cake Magic 1.25 Lit. (25% Extra Free!) 1.25 Lit. (25% Extra Free!) 1.25 Lit. (25% extra free!) 1 Lit. 1 Lit. (750 ml + 750 ml Free!) (750 ml + 750 ml Free!) (750 ml + 750 ml Free!) (750 ml + 750 ml Free!) (750 ml + 750 ml Free!) (750 ml + 750 ml Free!) (750 ml + 750 ml Free!) (750 ml + 750 ml Free!) (750 ml + 750 ml Free!) (750 ml + 750 ml Free!) 4 litre (Plastic Container) 4 litre (Plastic Container) 4 litre (Plastic Container) 5 Lit (25% Extra Free!) 5 Lit (25% Extra Free!) 5 Lit (25% Extra Free!) 100 ml x 12 cups 100 ml x 12 cups 100 ml x 12 cups 100 ml x 12 cups 100 ml x 8 Premium cups 100 ml x 8 Premium cups 50 ml x 24 cups 50 ml x 24 cups 70 ml x 2 bars 60 ml x 14 bars 60 ml x 14 bars 60 ml x 12 bars 60 ml x 10 bars 120 ml x 14 cones 120 ml x 14 cones 150 ml x 10 slices 80ml x 8 slices 650ml tub 750 ml 750 ml 750 ml 1 Lit Rs. 90.00 Rs. 115.00 Rs. 120.00 Rs. 100.00 Rs. 130.00 Rs. 150.00 Rs. 150.00 Rs. 150.00 Rs. 150.00 Rs. 130.00 Rs. 120.00 Rs. 130.00 Rs. 120.00 Rs. 100.00 Rs. 130.00 Rs. 260.00 Rs. 365.00 Rs. 365.00 Rs. 280.00 Rs. 280.00 Rs. 350.00 Rs. 120.00 Rs. 120.00 Rs. 216.00 Rs. 216.00 Rs. 180.00 Rs. 216.00 Rs. 120.00 Rs. 120.00 Rs. 35.00 Rs. 168.00 Rs. 140.00 Rs. 140.00 Rs. 120.00 Rs. 280.00 Rs. 252.00 Rs. 250.00 Rs. 136.00 Rs. 75.00 Rs. 90.00 Rs. 80.00 Rs. 75.00 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.