Amul Launches Panchamrit Amid Pandemic

So, here comes Amul, the iconic brand of India with its new launch, which is the Panchamrit. Keeping the upcoming festive season in mind and panchamrit being a must, the dairy company seized the business opportunity and came up with this new product under the brand name of Amul. A panchamrit is a mixture of five ingredients usually offered in temples. As hygiene factors in temples are strict owing to the ongoing pandemic sweeping across the world, this is the perfect time Amul to carve a niche in the market with this packaged panchamrit. 

The panchamrit is a blend of honey, sugar, curd, milk, and ghee, given as a prasad in Temples The product targets the temple going devotees, and manufacturers believe that it would make a huge sale during this Janmasthami and other festivals in the pipeline. With no official statement released, the big player in the FMCG sector has started manufacturing the product and all other plans relating to the product are in place. 

Amul Managing Director R S Sodhi confirmed that the Panchamrit is a new product launched in the last 10 days. 

The company plans to make panchamrit available in a “convenient and hygienic” single-serve pack. Currently, UP-based Ananda Dairy which retails flavored milk, ghee, and sweets, etc, and a Gurugram-based Bidada Foods are in the process of selling panchamrit.

Coming to the real-life scenario, other than the five basic ingredients mentioned above, Panchamrit is considered incomplete without the water which had been used to wash the idol. It will be really interesting to see what will consumers give more value to, their religious belief or the hygiene factor, given the situation that coronavirus cases are on the rise, and temple authorities may not have any other option than to distribute packaged panchamrit to the devotees. 

The question that remains is whether temples will purchase this panchamrit from Amul to distribute it among the devotees. It is a challenge for the manufactures to market their product in such a way that it goes beyond the traditional thinking of the people and gives them business. Having a good history in the B2B sector with the marketing of butter, milk, and also Amulya milk powder, the brand has the capability to make their way with this and once it is made there is a huge chance that the brand will stay. Time will give the answer about the product’s existence in the market and how well people will accept the product over and above their religious sentiments and belief.