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K.V. Kurmanath

HYDERABAD, May 20

ENCOURAGED by 100 per cent growth in the State last year, Amul, the dairy major, has kept its kitty ready with `Chocolate Milk', the latest in the Amul stable, for children in Andhra Pradesh and Karnataka when they rejoin schools after the summer vacation.

Test marketed in Andhra Pradesh and Karnataka towards the fag end of the last academic year, the product had been launched in the North and was received well, according to Mr K Ramamoorthy, Amul's in-charge for Hyderabad region (Telengana, Rayalaseema and parts of coastal districts), told Business Line.

With a view to promoting the product, the dairy has selected some schools in the city where it is planning to popularise the product. To be marketed in 200-ml tetra packs, the product is priced at Rs 10 a piece. It is manufactured in Visakhapatnam. With the product getting good response in the North, the co-operative dairy has started manufacturing it in Gujarat as well.

Amul registered a sales turnover of Rs 78 crore in the region during 2002-03, showing a 100 per cent growth over previous year, he said.

The Visakhapatnam region, which covers the rest of the State, also witnessed a 100 per cent growth in its sales at Rs 28.8 crore last year.

"We are expecting a growth rate of 30-32 per cent for the current financial year," Mr Ramamoorthy said and added that Amul Shakti, a flavoured milk product launched one month ago, was expected to contribute significantly in achieving the target. Andhra Pradesh is the only State in the South to have the product, which has a shelf life of 90 days. Priced at Rs 10 a 200-ml bottle, Amul Shakti is available in kesar, rose, elachi and coffee flavours.

"We are planning to introduce some more flavours, including badam, to make our presence felt in the highly competitive segment," he said.

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