Amul, the brand owned by India-based dairy co-operative Gujarat Cooperative Milk Marketing Federation (GCMMF), has re-entered the Indian sports drink category with the launch of whey-protein based drink, called Stamina.
The company is planning an advertising campaign in 2016 and has already begun promotional initiatives in the print media for the product, reported Business Standard.
Sports drink is a small yet growing category in India. Currently, this segment is led by PepsiCo's Gatorade, Heinz's Glucon D and Glaxo SmithKline's Lucozade.
Amul intends to pitch Stamina against PepsiCo's Gatorade and Glucon D, which are considered to be the larger players in the Rs2bn ($30m) segment.
Separately, Amul is investing Rs6bn ($90m) in Uttar Pradesh (UP), a state in India, for the construction of four dairy plants.
These plants will come up at Lucknow, Kanpur, Varanasi and Saifai.
The dairy cooperative has already begun procurement of 500,000 litres of milk from 100,000 families. Over the next three years, the company intends to increase its milk procurement from the state to 4.5 million litres from 1.5 million families.
