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Jayant Mundhra

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Dexter Capital Advisors • 9m

Amul sells so much cheese in India, that the none of the No.2, 3 or 4 players sell even 10% as much as Amul sells. And the dairy cooperative giant is set to push this skew further. This is really exciting! .. Amul’s gearing to bring a riot to Indian nascent cheese market. And despite the rise of several competitors over the years, it commands a massive 70-75% market share. No other player holds a double digit market share. And this is when cheese consumption is booming in the country, and when there is no dearth of powerful dairy cooperatives in India. .. And Amul doesn’t care. It’s set to expand its cheese production capacity by 55% over the next year. That’s a big investment, which will bring in even more scale, efficiency and pricing power, which driving on the top of Amul’s nightmarish deep distribution might will be a tsunami! .. Meanwhile, let’s think from the consumer’s perspective. I’m someone who probably consumes manifold higher amounts of cheese a week than the avg Indian consumes in a month. And I’ve observed over time, that when shopping at BigBasket or DMart, Britannia’s cheese and spreads are at steep discounts, while Amul’s products are never sold that way. .. I know that Britannia is anyway struggling to grow its dairy biz. But, clearly, when almost every other player except Amul is resorting to discounts, it suggests, this is not just about Amul’s deeper distribution. For many Indian families, Amul has been synonymous with dairy for generations. These habits are hard to break. Competitors need to offer something truly exceptional to disrupt that. What do you think?

9 replies22 likes
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