Amul, a household name in the domestic milk and milk products segment, is now planning to give multinational majors in the pizza business a run for their money.Amul has expanded its capacity of frozen pizza from 1,00,000 pieces per month to 3,00,000 pieces in the first phase. In the second phase, it will take it to the next level of a million mark - making it a formidable player in the pizza market nationwide.B M Vyas, managing director, Gujarat Co-operative Milk Marketing Federation, told Business Standard: "The expansion in pizza capacity was in response to the increased demand for Amuls frozen pizza. The demand for pizzas has jumped manifold in the last couple of months."
The increased capacity of Amul pizza is also a part of Amuls strategy to enhance focus on the milk products business. "The pizza business is an integral part of Amuls product portfolio and requires more attention," Vyas said.Amul is selling pizzas through its own dedicated outlets spread all over the country. Amul has 310 outlets, of which as many as 150 outlets are in Gujarat.Usually, Amul pizza is served frozen, but many of its own and franchisee outlets have ovens given by the company to serve hot pizzas for spot consumption.
According to Vyas, Amul is not worried about competition with the multinational or local brands available in the market, as it has carved a niche for itself with readily available raw material - milk. Amul pizza, priced at Rs 30, is branded as pizza for `an ordinary man."With low cost of production and increasing popularity, it wont take long to achieve a million mark," Vyas said.Some Amul pizza franchisee outlets have also started local delivery. Though Amul is not involved in home delivery, it believes that this service will certainly give an edge to the brand.