Vijay Basrur

Amul Ice Cream

A few weeks back I tasted Cappuccino flavoured ice cream by Amul. It was heavenly. Infact very close to tasting like a Bailey’s ice cream. I could have finished the entire pack but then I had to behave.

So on Saturday I went hunting for Cappuccino flavour Amul Ice Cream. And man did I have a tough time. I think Amul has got it really wrong on the distribution front and as for the marketing I think these guys have some serious gap to catch up on. Frankly Amul makes pretty decent ice cream. I love their black currant flavour too. And to top it they have an excellent pricing strategy. For 130 bucks you get 2 packs of ice cream (nearly a liter). I mean how many of the mass ice cream brands can boast of it? Not that there are many brands left now. Walls is on every wall, Mother Dairy is a new kid on the block in Mumbai. Dinshaws & Vadilal have become extinct. Really where are those guys?

So all Amul has to do is play a few cards well and they can really make a dent. If you look at Walls they are pretty much all over the place. In every Udipi hotel, in every kirana store and with branding which screams in your face. Amul branding is always so discreet. You have to look into every corner to check if the store carries Amul. And as for the stocks the store never have enough of every flavour.

After hunting quite a bit I was glad to lay my hands on Cappuccino at a small store. I blessed his soul.

We finished one pack on Saturday night. The other one sits in my freezer. It may not see the light of the day tomorrow.