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Himanshu Dodani
Start now what you j... • 8h
I recently ordered Amul protein items, and it literally got delivered in 10 days. In today’s time, where Blinkit delivers groceries within 10 minutes, this seemed absurd. BUT here’s the catchy part — Despite the delay, people are still demanding more and more Amul protein products — whether it’s the Amul Protein Lassi, Amul Kool (High Protein), Blueberry Whey Drink, or others. The reason? They are affordable, accessible, and high in quality protein. "This is part 6️⃣ – Disruptive Brands 🚀 Changing The Game 🇮🇳" --- Amul’s Value Proposition in the Protein Market Affordability: While most protein supplements cost ₹60–₹100 per serving, Amul products offer protein-packed beverages for ₹30–₹45, making them accessible even for budget-conscious students and fitness beginners. Taste & Tradition: Unlike typical chalky-tasting protein shakes, Amul incorporates Indian tastes into its offerings — lassi, Kool, flavored milk — making it both nostalgic and functional. Trust Factor: As a legacy dairy brand, Amul enjoys massive trust across rural and urban India. Consumers don't think twice about quality when it's Amul. --- Market Fit: What Makes Amul’s Strategy Click Protein for the Masses: While traditional supplement companies target gym-goers, Amul is targeting the common Indian household. From teenagers to elderly, its drinks fit seamlessly into daily routines. Distribution Network: Though online delivery may lag, Amul has deep offline penetration — local dairies, vendors, and kirana stores stock up on these products even in Tier 2 and Tier 3 cities. Everyday Utility: Amul protein drinks aren’t “workout supplements”; they’re everyday items — making them fit for school tiffins, travel, snacks, or evening refreshment. ---- Lessons for Entrepreneurs (Shortened): 1. Price + Trust = Scale Win with better pricing and a trusted name—no need to reinvent the wheel. 2. Know Real India Target the value-seeking middle class, not just urban elites. 3. Distribution > Hype Strong supply chains beat flashy ads. 4. Go Desi, Not Western Adapt to local tastes—Amul's lassi beats foreign shakes.
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