Ice Cream Segment

To uplift its sagging market share in the ice cream segment, HLL recently unleashed a new calcium enriched ice cream, Moo (under the Kwality Walls umbrella), at the very outset of the scorching summer heat. The idea is to lure in health conscious mothers and children to Moo. But, the move came a tad too late, as local rival Amul, had already rolled out its Sugar Free Probiotic Wellness frozen dessert by then. The Gujarat icon is coolly capturing the market with product variations and aggressive expansion plans, even as HLL continues to sweat. As per CMIE, in 2006, Kwality Walls and Amul had market shares of 19% and 17%, respectively. But now Amul claims that it has captured the market with a 37% share, toppling HLL to a mere 9%. Amul may be jumping the gun, but with a presence of 60,000 outlets across the country, it has definitely created a dent in the nationwide monopoly hitherto enjoyed by HLL.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)