Flavour, Function & Flair

Amul ups its ice cream play with flavour innovation, price flexibility and a multi-channel push

- By Reema Bhaduri

AMUL, India's dairy powerhouse, is rapidly expanding its ice cream portfolio with innovative flavours, strategic pricing and distribution channels. The Gujarat Co-operative Milk Marketing Federation (GCMMF), which markets the Amul brand, has established itself as a nearly $11-billion cooperative empire. Having registered a turnover of Rs 65,911 crore (approximately $7.75 billion) for the financial year ended March 2025, the company is now setting its sights even higher with an ambitious target of Rs 80,000 crore for 2025-26.

At the heart of this growth strategy is Amul's ice cream division, which has been experiencing robust expansion as rising temperatures drive demand across the country.

Changing Preferences

“Ice cream has always been an exciting and indulgent food category. The growth in this category is fuelled by factors such as rising disposable incomes, expansion of retail channels and consumer interest in premium and innovative flavours,” notes Jayen Mehta, Managing Director of Amul.

The company's market research reveals evolving consumer behaviours that are reshaping the industry. “Consumers are evolving with respect to experimenting with new flavours and packaging. Also, with the growing trend towards health-conscious options, low calorie, sugar-free, natural fruits options are being tried out both by manufacturers and consumers,” Mehta explains. “Consumers are ready to experiment with new flavours while at the same time, Indian flavours with modern ingredients – a blend of cultural tastes with contemporary preferences is on the rise.”