Amul catches FIFA fever with its chocolate range

  • | Tuesday | 19th June, 2018

Vadodara: There is no India in the FIFA World Cup. But home-grown dairy giant Amul is fast catching up with the world cup fever that has gripped the country.Based on the weekly performance of 32 team from soccer playing nations which are fighting it out at Moscow’s Luzhniki stadium since June 14, Amul will roll out offers on its global chocolate range, which it has started manufacturing after revamping its facility in Anand.For this, it has has divided the 32 playing nations across four groups on the basis of the continents that they belong. We will be give rankings to these four groups based on their weekly performance – the total number of goals cumulative scored by all teams from that continent and offers will be given based on their ranks,” said a GCMMF official.“For instance, based on performance during the last World Cup when Germany had emerged as champion, consumers are being given 25 % discount on Belgian and Super Fruit chocolate range – from Europe,” said the official. Amul has also tied up with 2,000 supermarkets in the country where currently offers have been rolled out based on the performance of soccer teams during the 2014 world cup.“With the live telecast of the world cup happening during prime time in the country, we are promoting our global chocolate range during this event,” said R S Sodhi, managing director of the Gujarat Co-operative Milk Marketing Federation that markets brand Amul.Amul has enhanced its chocolate manufacturing capacity by five times developing 40 new varieties including single country origin chocolate range - Peru, Venezuela, Tanzania, Ghana, Madagascar, Ivory Coast and Ecuador among others for which the raw material like cocoa powder and cocoa butter is imported from these counties.“We have divided the 32 playing nations in four groups – Latin America, Europe, Africa and Rest of the World.

Vadodara: There is no India in the FIFA World Cup. But home-grown dairy giant Amul is fast catching up with the world cup fever that has gripped the country.Based on the weekly performance of 32 team from soccer playing nations which are fighting it out at Moscow’s Luzhniki stadium since June 14, Amul will roll out offers on its global chocolate range, which it has started manufacturing after revamping its facility in Anand.For this, it has has divided the 32 playing nations across four groups on the basis of the continents that they belong. Amul has also tied up with 2,000 supermarkets in the country where currently offers have been rolled out based on the performance of soccer teams during the 2014 world cup.“With the live telecast of the world cup happening during prime time in the country, we are promoting our global chocolate range during this event,” said R S Sodhi, managing director of the Gujarat Co-operative Milk Marketing Federation that markets brand Amul.Amul has enhanced its chocolate manufacturing capacity by five times developing 40 new varieties including single country origin chocolate range - Peru, Venezuela, Tanzania, Ghana, Madagascar, Ivory Coast and Ecuador among others for which the raw material like cocoa powder and cocoa butter is imported from these counties.“We have divided the 32 playing nations in four groups – Latin America, Europe, Africa and Rest of the World. We will be give rankings to these four groups based on their weekly performance – the total number of goals cumulative scored by all teams from that continent and offers will be given based on their ranks,” said a GCMMF official.“For instance, based on performance during the last World Cup when Germany had emerged as champion, consumers are being given 25 % discount on Belgian and Super Fruit chocolate range – from Europe,” said the official.

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