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  

Masti Kulfi

    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 Chocolate Free (NEW!!!)

750ml Ice Cream + 150 g Chocolate Free

Rs. 99.00

Amul Exotica Binge Roasted Almond (NEW!!!)

1 Lit. Rs. 140.00

Amul Exotica Choco Bliss Choco Chips (NEW!!!)

1 Lit. Rs. 140.00

Amul Exotica Fruit Salsa Santra Mantra (NEW!!!)

1 Lit. Rs. 120.00

Swirl Cheese n Strawberry (NEW!!!)

1 Lit. Rs. 100.00

Vanilla Royale (LIMITED PERIOD OFFER!!)

2 Lit. (Super Saver Pack) Rs. 99.00

Butter Scotch (LIMITED PERIOD OFFER!!)

2 Lit. (Super Saver Pack) Rs. 125.00

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 & Choco-Almond)

750 ml Rs. 90.00

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.