Amul forays into fresh paneer segment

New Delhi : Country’s largest dairy cooperative Amul is making a foray into the fresh paneer segment as it tries to claim a sizable chunk in the country’s overall Rs 10,000 crore market.

“Amul Fresh Paneer (the brand of its product) is the latest addition in the company’s product portfolio in a quest to become the numero-uno brand in the Indian fresh paneer market, which is estimated to be about Rs 10,000 crores, both in the organised and unorganised segments,” Amul Chief General Manager R S Sodhi told PTI.

He said the market is highly dominated by unorganised segment with the organised players accounting only one per cent. Currently, there are many regional players present in the organised fresh paneer market.

“The organised sector contributes less than one per cent of the total market. After the launch of this product, initially we expect 30 per cent market share in the organised fresh paneer segment,” he said.

On the distribution of the new products, Sodhi said, Amul would leverage on its existing milk distribution network covering over one lakh retail outlets across the country.

To start with, Amul will launch fresh paneer through its liquid milk distribution network in Ahmedabad. The product has been priced at Rs 25 for a 200g block and Rs 115 for a 1kg block.

The company is already a market leader in the frozen paneer category through its product ‘Amul Malai Paneer’ and commands 65 per cent share in the segment.

In terms of volume, the Indian paneer market is estimated to be around one lakh metric tonnes per annum, 80 per cent of which is sold as loose paneer by local milk vendors. It is the largest dairy product sold in terms of volume after liquid milk.

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