India’s dairy giant Amul has once again demonstrated its knack for innovation by launching its new Protein Kulfi. Amul is changing the perception that Indian desserts are inherently high in calories by introducing innovative products like its high-protein kulfi.
A Sweet Treat with a Healthy Twist
Launched in Kolkata recently, Amul’s Protein Kulfi is not your everyday dessert. This mango-flavored kulfi packs with 10 grams of protein in just 60 grams, while keeping calories low at only 57 per serving. This kulfi is prices at a wallet-friendly price of ₹40, making it accessible to many.
But why Exactly a Protein Kulfi?
This Protein packed kulfi is a part of Amul Protein Range. Launched in 2022, this range comprises India’s first plain lactose-free WPC. For this range Amul came up with 7-8 new high protein SKUs (Stock Keeping Unit) that included :
- Amul Whey Protein (plain lactose-free sachets)
- Amul Whey Protein Chocolate (chocolate-flavored whey protein sachets)
- Amul High Protein Buttermilk (200 ml pack with 15g protein)
- Amul High Protein Milk (250 ml pack with 35g protein)
- Amul Protein Lassi Plain (200 ml pack with 15g protein)
- Amul High Protein Rose Lassi
- Amul High Protein Blueberry Shake
But why Exactly Protein?
India already has a large number of brands like MuscleBlaze, The WholeTruth, Yoga Bar etc. Protein has truly become a hot topic in India as multiple FMCG players are launching their own protein brand or acquiring one.
But, while there is a growing awareness about protein there are still some bumps on this road to a protein rich India :
- 70% of popular protein supplements sold in India are mislabeled and 14% of them contain toxins.
- While the younger generation does take protein powders and supplements, the oldest generation is still apprehensive. They believe protein powders are dabbas of chemicals. Due to misconceptions about safety and lack of understanding, they still stick to natural sources for protein ;like milk and dals.
- Most of the Indians don’t seem to care about protein incorporation in their diet. Protein has always been synonymous with muscle building but there is more to it. Protein helps in basic functions like boosting metabolism recovery, fatigue and energy. It is involved in the almost all functions of the human body too.
Amul holds the upper hand in these issues. Over the years, it has captured ginormous trust and market in India. The company’s total milk handling capacity is a whopping 50 million litres per day. It captures 40% of the Indian organized packaged milk market while Amul Butter dominates 85% market.
With these impressive stats to backup, it is safe to say Amul has become a household name with an unwavering trust. So, obviously the consumers will not hesitate to try any new venture Amul introduces. Even those apprehensive will be willing to try the new products.
Unlike usual protein brands, Amul is targeting not only youngsters but the entire India, making products available for the rural, the old, the small towns, the poor, the rich…..basically everyone.
Amul’s Pricing Strategy
Amul not only offers impressive nutritional benefits but also stands out for its affordability when it comes to the cost of protein per gram.
One of the most cost-effective options in the country, Amul’s 250 ml high-protein milk is priced at Rs 99 and contains 35 grams of protein, which works out to be approximately Rs 2.8 per gram of protein. Similarly, Amul’s 200 ml protein lassi is priced at Rs 25 and provides 15 grams of protein, making the cost around Rs 1.6 per gram of protein.
So, the obvious follow up question is how is Amul managing with such affordable prices?
Well, whey protein is made by separating whey from milk during the paneer / cheese making process and then filtering and drying the powder. And Amul is already the biggest producer of cheese and paneer in India. Meaning, its the sourcer of the raw material it needs in the highest volume! So, Amul is turning it’s by-product into whey protein products making the entire protein range affordable.
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