Milk products major Amul has launched a new range of shakes in four flavours in an attempt to consolidate its position in the beverages market.
Amul Kool Millk Shaake, targeted at the youth, is a blend of fruits (banana, mango, strawberry) and milk, while Amul Kool Millk Shaake Badam will have almonds, said Partha Chakraborty, spokesperson of Gujarat Cooperative Milk Marketing Federation, which owns the Amul brand.
The four varieties are priced at Rs 22 for a 220 ml can and Rs.15 for a 180 ml Tetrapak, Chakraborty told IANS on Friday, a day after the launch.
With this launch, the federation, Asia's largest integrated dairy products manufacturing and marketing organisation, accounts for over 90 per cent market share in the branded packaged dairy drinks segment, Chakraborty claimed.
The Indian soft drink market is worth about Rs 70 billion per annum, with the non-carbonated segment - fruit drinks, juices and milk drinks - accounting for around 10 per cent.