Amul simply incorporated a food thing for the Gods in its item portfolio. Scarcely seven days back, the dairy brand launched Panchamrit, a food which is conventionally served in as ‘Prasad’ after puja at sanctuaries or religious communities. Where the elements of Panchamrit fluctuate across different places in India, the most well-known mix is of honey, sugar, curd, milk from cow and ghee
The brand film was shared by RS Sodhi, MD of the Gujarat Cooperative Milk Marketing Federation (GCMMF) on Twitter, proposes that the item will be sold in single-serve packs (like Amul’s 10-gram butter packet). Normally, the ‘Prasad’ served at temples changes different hands. Panchamrit has been launched in remembering cleanliness, social distancing, and to check the widespread of COVID-19 pandemic.
Generally, the blend is either make ready at home or in the temple, with the ingredients purchased from the region. It is first offered to the divinity and later served in as ‘Prasad’ to the devotees.
With the launch, Amul has successfully entered the area of ‘devotional’ products, a space overwhelmed by ‘agarbatti’ and ‘dhoop’ brands. The brand’s film is an additional suggestive of ‘agarbatti’ promotions from brands like Mangaldeep, Cycle, and Moksh. It is additionally a significant extension since Amul as of now sells three of the key elements– ghee, milk, and curd. Before Amul, Ananda, a territorial competitor, had additionally launched Panchamrit as a branded item. While Ananda’s item was focused on purchasers or customers, Amul chose to put itself inside the temple premises.
In other cases, what are the possibilities of the packaged option to something that has traditionally been set up by the devotees themselves?
Putting forth his opinion, Prabhakar Mundkur, previous adman and now a brand strategy specialist, says, “The chance, I am certain, is enormous, considering the wealth accumulated by temples all over India. He remains close to the Siddhivinayak temple in Mumbai, and have seen it developed from a little temple to a VIP temple, with tremendous barricades and police security. So, temples will continue developing among Indians.
From a devotee’s perspective, Sridhar Ramanathan, a development advisor and a brand mentor at IDEAS-RS, considers it as a poor idea. “In the event that it (Amul) did it in the temple premises cleanly, it would be unique. The sacredness of a ‘Prasad ‘ will be lost if it is made outside. But, Amul is a truly Indian brand. So, it may carry it off.