Amul to hot up frozen yogurt market

The Gujarat Co-operative Milk Marketing Federation’s (GCMMF) Amul has launched frozen yogurt, a first-of-its-kind product offering from Amul's basket. Frozen yogurt, a tangy combination of ice-cream with probiotic yogurt, is a globally established category. Amul's move comes at a time when a string of frozen yogurt chains are entering the country riding on the healthier, guilt-free dessert plank and creating a space within the traditional ice-cream market. Amul is set to give the brands a run for their money. It plans to launch the new product across 70,000 outlets in the country in the first week of February against nearly 40 outlets managed by the international brands. India's organised ice-cream market is estimated at Rs 1,200 crore and Amul currently commands 40 per cent of the market share. With Amul Flaavyo, the brand is all set to revolutionise the ice-cream market besides becoming the "first mover" in this new category among Indian companies.