24 November, 2020

The Big F

Amul fires the first salvo in the ice-cream price war. Wall's is girding its loins.

The Big F

As the climbing mercury sends tempers zooming this summer, the biggest marketing battle seems to be taking shape in the unlikeliest of places: the cool, cool ice-cream sector. And Kwality Wall's, which dominates the Rs 450-crore market with a 55 per cent share, is sweating profusely under the collar.

For, pitted against the multinational giant is the nation's largest cooperative and owner of one of the biggest brands, Amul. The Anand-based Rs 2,500-crore cooperative that sits pretty on the Indian butter market with an 85 per cent share is zeroing in on the ice-cream market with very-competitively priced products targeted to shake and rattle India's largest corporate entity and owner of the Kwality Wall's brand, Hindustan Lever Ltd (hll).

Amul, whose products are marketed by Mother Dairy and launched recently in the northern region, plans to carry the ongoing battle right into the Bangalore-based headquarters of the ice-cream and frozen dessert division of hll. The cooperative's latest salvo is an ice candy, Fundoo, which it is positioning directly against Max Uno, the...



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