Amul set to show off Stamina

To establish a beachhead in the sports drinks market in India, Amul (Gujarat Co-operative Milk Marketing Federation (GCMMF) is gearing up to re-launch its sports drink brand Stamina.

The company has been test marketing the whey-based drink across the country since 2006, but this year the beverage will sport a new look and packaging. From its tetrapak offering, the product will now see an extension into cans. Unlike in the past, the drink will sport the Amul badge.

Stamina’s 250ml can, available in orange and lime flavours, will cost Rs 30, whereas the drink in tetrapak (200ml) will retail at a lower price of Rs 15. Amul will be treading on familiar ground as it its malt shake and coffee brands (Amul Kool and Nutramul) are all sold in cans.

Amul is betting that the vibrant imagery and new format will help catch the attention of a larger cross-section of consumers who are given to an active lifestyle.

Amul believes it has the formula right for Stamina. “Stamina is made from whey protein, which is the liquid remaining after milk is curdled and strained,” says a GCMMF official. The brand plans to go about educating consumers on its specific health benefits.

Given Stamina is a forerunner in offering a milk-based sports drink, it is poised to open a whole new segment here, notes an industry observer. “Amul is a highly trusted brand and milk is held in high esteem in Indian homes. However, consumer offtake will be predicated on brand building and distribution,” he adds.

Despite drinks being made for specific activities, marketeers claim, consumers often confuse sports drinks with energy drinks brands.

“Energy drinks contain high levels of caffeine which may lead to dehydration during physical activity. Sports drinks, meant for consumption during sports is ideal for improving stamina and performance,” says Shubhajit Sen, executive vice president (marketing), Glaxo Smith Kline Consumer Healthcare, India.

Energy drink brands in India have been typically consumed as a substitute for alcoholic beverages or as a mixer in drinks, but some consumers who are not educated drink it after a gym workout.

Amul’s Stamina will leverage the large distribution network of the dairy giant what with a million plus outlets and 6,000 Amul parlours. “We will also identify school canteens and specialised health stores to market Stamina,” says a GCMMF official.

Source: Amul