On a busy day, about half a million people pass through New York’s Times Square, a big tourist attraction known for its innovative advertising and digital billboards. On Sunday, October 8, a campaign titled ‘Be More Milk’ went live there. Targeted at youngsters, this 15-second message has been playing out 20 times an hour and 480 times daily. What’s cool is that it is an initiative run by Amul, one of India’s most well-known brands. The Amul advertisement is at the Nasdaq MarketSite.
It will run for four weeks and is expected to strengthen the base of the Indian dairy major’s journey into foreign markets, although it pushes the cause of milk more than of Amul. The dairy major wants to go beyond the Indian diaspora.
And it has the muscle: for FY23, Gujarat Cooperative Milk Marketing Federation (GCMMF), which owns the Amul brand name, reported a turnover of ₹55,070 crore, an increase of over 18 per cent on the previous year. The target for FY26 is ₹1 lakh crore. The group turnover, or the unduplicated sales (this includes those of member unions) of all products under the brand Amul, exceeded ₹72,000 crore last financial year.
Milk and milk products still account for 96 per cent of GCMMF’s revenue. But it wants to change this by aiming for scale in new businesses that fit nicely into the Amul supply chain and its closeness to farmers. For one, the cooperative behemoth is hungry for organic food.
SPOTTING THE TREND
Denne historien er fra November 12, 2023-utgaven av Business Today India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra November 12, 2023-utgaven av Business Today India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
The EV Craze
The country’s growing luxury car market is seeing a shift with environmentally-conscious consumers betting on electric vehicles as a sustainable travel option. Though just 6%, the share of EVs in the luxury segment is rising rapidly
The Storage Boom
Data centres are being built at a frenetic pace in india as companies scramble to meet the ballooning demand from mobile phone users and firms adopting al. Can the country’s energy infrastructure keep up?
India Beckons
Owing to rising incomes in India and overall wealth expansion, luxury brands are wooing the country like never before
The Pearls of The Sea
Caviar, that rare food, is considered the epitome of fine dining. Here is everything that you need to know about it
66.Brand persona should define the core"
I’d say this was a strategic pivot. We had an iconic brand, but had, over time, evolved into diversified lines of businesses that could no longer be represented within the confines of our ‘name’.
Unwind in Style
Here is acomprehensive list of top tech picks that help you unwind by blending perfection in performance with luxury
A Lifelong Affair with Inspiration
In my art journey, the diversity of my acquisitions mirrored the expanding horizons of my understanding of art
Make it Bubbly
Champagne is much more than just a symbol of celebration and success. Know about its nuances beyond the bubbles
Palatial Splendour
Buoyed by renewed demand, sales of the glitzy mansions of the ultra-rich are surging like never before. Real estate majors are looking to capitalise on this by launching luxury offerings in record numbers
Of Beaches and Cream
GianChand Single Malt Whisky
