India’s leading brand Amul has expanded its market footprint by nibbling at the shares of rival brands, Britannia and GO, in general and modern trade, reports Times of India.
While Amul’s all-India volume share in cheese rose to 71% during the period from March 2017 to February 2018 from 64% in the previous year, Britannia’s volume share declined to 17% from 20% and Go’s share shrunk to 6% from 10%, respectively, informed sources said quoting Nielsen data.
Explaining the factors responsible for Amul’s competitive edge over its rivals, R S Sodhi, GCMMF MD said after Amul’s trebled production capacity to 3,000 tonnes a month, Amul became aggressive on the distribution and pricing front, especially to the HoReCa (hotels, restaurants, catering) segment.
Amul boasts a strong network of 5,000 distributors and this has also been one of the factors responsible for its strength. GCMMF plans to further expand its capacity to around 5,000 tonnes a month in the next two years.