Can Amul Protein Replicate The Success Of Amul Milk?

Amul Protein

Amul, a well-known dairy brand, is now turning its attention to protein-rich products, specifically Amul protein made from whey. Whey is leftover from making cheese or paneer (cottage cheese), and instead of throwing it away, Amul has begun to use it wisely!

Amul Protein

Amul creates about 60 million liters of whey each month. They don’t waste it anymore; instead, they turn the liquid whey into products that people can easily enjoy. This way, they make the most out of this valuable resource.

Will Amul protein be able to replicate the success of Amul milk? Go through this write-up and you will find out!

(A) Synopsis of Amul Protein

Before diving into the discussion on Amul protein, I would like you to go through the following headlines-

“9 of 10 Indians lack adequate protein! India is known to be a Protein-deficiency state.”

“When it comes to protein, most Indians are deficient.”

“Protein & Immune Systems work together to provide defense against infection.”

Sounds quite scary! Isn’t it?

The pandemic and health & fitness awareness programs have increased our protein awareness. So, now we are in a rush to consume protein-rich foods.

Now, let me tell you another fact, you will rarely find any food with 100% protein. The protein content in the majority of foods is much less as compared to carbohydrates and lipids (fats).

So, where can you get a food source with 100% protein?

The answer lies in “Whey Protein.”

Yes! It is the same term that you might have heard from Gym enthusiasts so-called protein drink.

Back in 1998, Jayen Mehta (Managing Director of Gujarat Cooperative Milk Marketing Federation) already predicted the significance of whey protein. Look at the statement that he gave at the International Dairy Conference in Athens (the Capital of Greece)-

When we use milk to make cheese, we consume the cheese and throw away the whey. A day will come when we throw away the cheese and use the whey.”

And see, his prediction has become true!

If you ask a health-conscious person to pick a protein source and give two options- Cheese or Whey, he/she will pick up Whey because the former has less protein and more fat content. 

Being a dairy product, how can Amul lose this golden opportunity to produce whey protein?

Therefore, it has started to produce Amul Protein in the form of super milk, lassi, protein powder, curd, etc. 

Now, a million-dollar question arises- Can Amul Protein Replicate the Success of Amul Milk?

Let’s find out!

(B) Whey: An integral part of Amul Protein

Whey Protein

If you see recently launched Amul protein products, you will see that in every product, they have incorporated whey protein.

Now, folks wonder- What is whey? Why is it so expensive? How is it produced?

Well, the process is a bit scientific.  When you put acid (acetic acid or citric acid) into milk, a part of the milk coagulates, and the rest of the liquid separates.

The coagulated part of the milk called cottage cheese is further processed into paneer. While the liquid part is usually thrown away by the Indian households.

Now I am going to tell you a fact that will blow your mind!

The coagulated part contains casein protein and the liquid part contains whey protein. Casein constitutes 80% of total protein and whey protein accounts for only 20%.

And that’s the reason why you find whey protein so expensive.

India faces a significant protein deficiency, especially among its vegetarian population. Approximately 73% of Indians have insufficient protein levels. By using whey protein, Amul aims to address this gap in nutritional needs.

The key to success lies in launching products people can consume regularly. Amul’s strategy focuses on creating protein-based items that fit seamlessly into everyday diets.

(C) A Quick Recap

Amul's Marketing History

Brands go through tough competition to be in the limelight. However, certain brands rule the era with their exclusive products and efficient marketing. One such brand is Amul.

We have thoroughly researched and explained the following topics on Amul-

You can go through these articles for detailed information.

(D) How Amul Protein is produced?

In this section, we will explore the intricate process behind the creation of Amul Protein. We will describe the steps involved in simple terms to understand the innovative approach that utilizes the byproduct of dairy production-

(D.1) Adding New Vertical of Amul Protein

Amul, renowned as India’s largest cheese and paneer manufacturer, has been a key player in the dairy industry since its inception. However, their journey took a notable turn in 2005 when they decided to repurpose the protein-rich byproduct of their dairy production.

(D.2) Introduction to DM 40

At the core of this transformation lies demineralized whey powder, commonly referred to as DM 40. Amul began supplying this product to bakeries in substantial 25-kg sacks. Primarily used in the production of biscuits, infant formulas, and soft baked goods like bread, DM 40 became a commodity essential to various businesses.

(D.3) Integration into Protein-Based Items

While continuing to provide DM 40 to businesses, Amul adopted an innovative strategy by incorporating this byproduct into their newly launched protein-based items. This shift represents a strategic move towards adding value to their product line and catering to a wider consumer base.

(D.4) The Secret Sauce

According to Mehta, a seasoned professional associated with Amul for over three decades, the key lies in the conversion of liquid whey into these protein-based products. This not only ensures the efficient utilization of the vast 60 million liters of whey Amul produces monthly but also adds a unique touch to its offerings.

(D.5) Market Penetration Strategy

Mehta emphasizes that the success of entering the “huge market” is contingent on launching products designed for regular consumption. This strategic move aligns with the evolving consumer preferences and positions Amul as a player not only in the business-to-business segment but also in the consumer retail market.

In short, Amul’s approach to producing protein involves a meticulous process of repurposing the byproduct, incorporating it into its product line, and strategically positioning itself in the market to meet the evolving demands of consumers.

(E) Amul Protein Products

Amul Protein Products

In the synopsis given above, you must have understood how the demand for protein products surged among consumers including you as well.

This is the point when the scientists’s innovation and the B2C ambitions of Amul crossed paths! Just like I said above, famous dairy brands like Amul will never lose this opportunity to meet the demands of consumers while maintaining profitability.

Going through the same path, the Amul brand has rolled out a variety of protein-rich products.

Now, let’s see the recently launched Amul protein products where the whey protein is infused with-

(E.1) Amul Super Milk

This 200 ml pack contains 30 grams of protein. Not only it is a convenient source of protein but also a delicious substitute for traditional shakes. It is not just a beverage but also a commitment to a healthier protein-packed drink. That’s what Amul protein claims. 

(E.2) Amul Protein Buttermilk

The 200 milk of Amul Protein buttermilk is enriched with 15 grams of high-quality dairy protein. The two packs of Amul Protein Buttermilk are sufficient to meet your daily protein requirements. You will get the pack of 30 Amul high protein buttermilk at the price of Rs.750.

(E.3) Amul Protein Curd (High-Protein Dahi)

This product was launched in January 2024. It is a 400 ml pack containing 25 grams of protein. Can you guess its price? Just Rs.70! Getting 25g of protein at such an affordable price is good enough to catch the eyes of consumers.

(E.4) Amul Protein Powder (Whey Protein Sachets)

Its price is Rs.2,000. 

Here is what its description says-

For the first time in India, Amul presents the best quality lactose-free plain whey protein in a single-serve sachet which provides 25 g whey protein (5 g BCAA).

Make Amul whey protein a part of your and your family’s daily diet whether you are at home or on the go. The convenient packaging will allow you to even carry your protein in your pocket wherever you go.

No added color, flavor, and sweetener – 100% whey!

The consumers have liked it a lot and given 5-star ratings. A high-quality whey protein at an affordable price is what makes this protein powder a good choice for consumers

(E.5) Amul Protein Lassi

You will get 30 packs of Amul Protein Lassi (each pack of 200 ml) at just Rs.750. Here, you will get 15 grams of best quality whey protein in 200 ml of Amul Protein Lassi. It is low in fat, free of lactose, and free of white sugar. Each pack contains 107 kcal.

(E.6) Amul Protein Blueberry Shake

You will get 30 packs (each pack of 200 ml) at Rs.1,500. As per Amul- In just a 200ml pack, Amul High Protein Blueberry Shake provides you the best quality 20g whey protein and goodness of blueberry fruit. You don’t have to worry about calories because the product does not contain added sugar and it is low fat, so you consume just 138kcal and get 20g protein. Consume it any time of the day and hit your protein goals even on the go. You need to try it to know how good protein can taste!

(F) Target Audience of Amul Protein 

Amul Protein caters to a wide array of individuals, recognizing the unique needs of different segments of the population. Let’s delve into the specific target audiences and understand how Amul Protein addresses their needs-

Target Audience of Amul ProteinDescription
Fitness EnthusiastsFor those dedicated to their fitness journey, Amul Protein serves as a valuable ally. With its impressive protein content, it becomes an essential companion in muscle recovery and growth. The protein aids in repairing and building lean muscle mass, making it a go-to choice for individuals actively engaged in gym workouts and physical activities.
VegetariansAmul Protein goes beyond targeting specific lifestyle segments and also caters to the economic considerations of the middle-class population. By offering whey protein at affordable prices, Amul makes quality protein supplementation accessible to a broader audience, ensuring that financial constraints do not limit health-conscious choices.
ChildrenRecognizing the importance of balanced nutrition for growing children, Amul Protein ensures that it is easily consumable by youngsters. The accessibility and palatability of Amul Protein make it a suitable dietary addition for children, contributing to their overall well-being.
Middle-Class IndividualsAmul Protein goes beyond targeting specific lifestyle segments and also caters to the economic considerations of the middle-class population. By offering whey protein at affordable prices, Amul makes quality protein supplementation accessible to a broader audience, ensuring that financial constraints do not limit health-conscious choices.
Target Audience of Amul Protein

By understanding and addressing the unique requirements of these segments, Amul Protein establishes itself as a versatile and inclusive nutritional solution.

(G) Can Amul Protein Replicate the Success of Amul Milk?

In this section, we will examine whether Amul Protein has the potential to emulate the success achieved by Amul Milk. How? By considering various aspects that contribute to a product’s popularity.

Go through the table given below-

AspectsAmul Milk’s SuccessPotential for Amul Protein
Legacy of Amul MilkAmul Milk has a longstanding reputation as a trusted and popular choice among consumers.Leveraging the goodwill and brand trust associated with Amul Milk, Amul Protein inherits a favorable foundation for success.
Meeting Diverse NeedsIt caters to the daily dietary needs of a vast consumer base.If Amul Protein effectively addresses the nutritional requirements of its target audience, including fitness enthusiasts, vegetarians, children, and the middle class, it stands a chance to replicate similar success.
Brand RecognitionInstantly recognizable and synonymous with quality dairy products.The association with the well-established Amul brand enhances the visibility of Amul Protein, potentially attracting a wider consumer base.
Affordability and AccessibilityIt has been successful in providing quality at affordable prices.If Amul Protein maintains affordability without compromising on quality, it can appeal to a broad audience, mirroring the success achieved by Amul Milk.
Consumer LoyaltyEnjoys a loyal customer base due to consistent quality.If Amul Protein maintains high standards and delivers on its promises, it can build a loyal following over time.
Market AdaptabilityAdaptable to evolving market trends and consumer preferences.If Amul Protein stays attuned to changing health and nutritional trends, it can stay relevant and meet the evolving needs of consumers.
Nutritional Value and InnovationKnown for its nutritional richness and consistency.If Amul Protein introduces innovative nutritional elements and maintains consistency, it can capture consumer interest, especially among those seeking enhanced dietary benefits.
Packaging and PresentationRecognizable packaging contributes to consumer trust.If Amul Protein adopts appealing packaging and clear communication, it can enhance consumer perception and attract attention on the shelves.
Consumer EducationAn informed consumer base contributes to brand loyalty.If Amul Protein actively educates consumers about the benefits of incorporating it into their daily diet, it can build a more informed and loyal customer base.
Taste and PalatabilityPrized for its taste and versatility.If Amul Protein ensures a palatable taste while accommodating various preferences, it can secure a place in the market for both nutritional value and flavor.
Quality Control and TransparencyMaintains quality standards and transparent practices.If Amul Protein upholds stringent quality control measures and transparently communicates its production processes, it can instill trust among consumers.
Environmental ConsiderationsConsumer consciousness regarding sustainable practices.If Amul Protein embraces eco-friendly initiatives and communicates its commitment to environmental sustainability, it can resonate with environmentally conscious consumers.
Can Amul Protein replicate the success of Amul Milk?

So yes, Amul, India’s leading dairy brand, has set its sights on protein as its next frontier. While it has already achieved global recognition as the world’s top milk producer, it now aims to make a significant impact in the protein market.

(H) Final words on Amul Protein Success

Amul, with its protein-focused offerings, aspires to address India’s protein deficiency by utilizing its extensive dairy production knowledge. So the question is- can Amul Protein achieve the same triumph as Amul Milk? The answer is not crystal clear, yet the dedication to fostering a healthier, protein-rich lifestyle is praiseworthy.

Amul Protein navigates the challenge of meeting nutritional needs, attracting diverse consumers, and maintaining affordability. But the success of Amul Milk, a household name, sets a high benchmark.

While predicting success is uncertain, Amul Protein holds promise. By innovating nutrition, effective marketing, and quality control, it can carve its niche. 

Amul’s commitment to healthier living sparks optimism among us, suggesting that while replication isn’t guaranteed still it has the potential for success!

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Published By: Supti Nandi
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