Be devotional anytime and anywhere with Amul “Panchamrit”: Case Study


Amul, the country’s largest dairy company, is launching new dairy products. Amul Dairy, which understands the heartbeat of the countrymen, has now launched Panchamrit. Panchamrit may be a mixture of 5 ingredients- honey, sugar, curd, milk, and ghee and is typically distributed as prasad in temples. Amul has launched this product keeping in mind the devotees visiting the temple. Although there’s no official statement from Amul yet, the company has started manufacturing Panchamrit in its plants.

Traditionally, the combination is either prepared at home or within the temple, with the ingredients bought from the vicinity. it’s first offered to the deity and later served as ‘prasad’ to the devotees.

Amul has launched Panchamrit, a mixture of 5 ingredients which is typically offered in temples as ‘prasad’, as hygiene becomes a focus amid coronavirus panic. Panchamrit is a blend of milk, honey, curd, sugar, and ghee, and therefore the product is aimed toward temple going devotees. While there’s no official statement yet from Amul on the merchandise, the FMCG major has started manufacturing the product in its plants. Amul director R S Sodhi confirmed to Financial Express Online that the Panchamrit may be a new product launched within the latest days.

The product has been launched with the aim of meeting hygienic requirements during the corona epidemic. A desirable video was also launched on Amul’s Panchamrit.

Amul’s Panchamrit is going to be available during a “convenient and hygienic” single-serve pack. Currently, UP based Ananda Dairy which retails flavored milk, ghee, and sweets, etc, and a Gurugram-based Bidada Foods sell Panchamrit.

Panchamrit isn’t the primary ayurvedic or desi drink that Amul has ventured into. Earlier in June, the company announced the spread out of Tulsi and Ginger Latte which the company says that they were “immunity milk shots”. These products were also launched during the pandemic as increased traction for immunity building products was witnessed during the lockdown period. The company also sells Haldi Doodh, which is additionally considered an immunity building beverage. Currently, Dabur and Patanjali are among the main ayurvedic FMCG companies in India.

Amul also entered the sandwich bread category in Maharashtra. Aside from expanding its portfolio, Amul has also entered the sandwich bread category in Maharashtra. The company also plans to enter the branded flour category. The branded flour industry features a turnover of over Rs 15000 crore. The company has started its flour pilot program in Anand, Gujarat. It’s going to have its formal launch around Diwali. immediately ITC’s blessings and Godrej Group’s Pillsbury dominate the branded flour category.


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