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Indian ice cream market: Amul ice cream success story



Indian ice cream market: Amul ice cream success story



Indian Dairyman 56(6): 66-68



A brief account on the Indian ice cream market, the success of the Amul brand ice cream and its present status is given. The entry of Amul brand into the market as well as its marketing strategy (value for money) that enabled its objectives (increase per capita consumption of ice cream, advertisements, packaging, manufacturing ice cream from fresh milk and pricing) to be realized and that made it the number one brand in India are discussed.

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Accession: 004200513

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