Amul Camel Milk : Health Benefit

Camel milk is slowly gaining the familiarity amongst the dairy products market in India. Recently Jan.-2019, leading brand Amul has launched Camel Milk which can be available at present Ahmedabad, Gandhinagar & Kucth only (Gujarat State-India). Camel Milk is very niche & very hard to collect from scattered area so, its cost is also high compared to other form of milk. Though, camel milk is already being used in some part of Rajasthan.  

As Amul has already launched camel milk chocolate a year ago after determined the commercial standards by FSSAI in December 2016. Though, India is very late entrants in camel milk market compared to international market that having very high demand of camel milk as there are multiple health advantages of camel milk. Camel milk can be found in supermarkets in the UK, UAE, Somalia, Saudi Arabia, Mauritania, and the US. In India, there are massive numbers of diabetes & heart patients, so camel milk is playing supportive role in such diseases.

  

Core Health Benefits Of Camel milk	Because Camel milk CONTAINS :
(1) Prevent from Diabetes	(1) Vitamin A, B1, B2 , C & E. Vitamin C -3 Times Higher than cow milk
(2) Stimulate blood circulation	(2) low sugar and cholesterol
(3) Improve Immune System	(3) Protein, Potassium, Phosphorus, Calcium
(4) Alleviate Allergies	(4) Rich minerals like magnesium, iron, copper, manganese, sodium and zinc are higher than cow milk
(5)Autism connection
(6) Protect against Autoimmune diseases
(7) Improve Heart Health
(8) Joint pain & others like TB, Hepatitis

Camel milk may impact as a substitute dairy products as people are now becoming more health conscious. As well many are consuming non-dairy based milk products like almond milk, soy milk, coconut milk etc because it has like zero cholesterol, low calories and high protein. Camel milk market is extremely untapped market in India and Amul brand is well-established & strong presence across the country, hence it is easy to reach the target audience.  

Brand Communication Strategy should like:

Camel milk ‘Taste’ is most important & challenging task because major consumers are consuming cow milk since long years. Hence, the initial step should be ‘Taste acceptance’ where consumers are urging to buy & taste once.  To create awareness is very easy being established & trustworthy brand Amul but the ‘Taste’ is most vital and it can not easy to switch over from cow milk to camel milk despite of highlighting the health advantage. It should require executing BTL promotional activity & directly engaging with consumers because only awareness may not give strong impact rather than BTL strategy. Communication Strategy must be like consumers urge to visit store, Taste the camel milk and take a spot feedback of milk taste.

Region-wise, it needs to be considered the communication strategy because perception level is changing in rural & urban (city/metro-city) market. Though, the communication message should be same which want to convey but the only execution would be different according to the market.

Amul has also needed to be emphasized that to keep balance both the market cow milk & camel milk. Hence, launching campaign is like especially representing camel milk for Diabetes management.  

Camel milk market is having an extreme opportunity and can be consider as medicinal part which supports to health disease. Any market players from healthcare/dairy products/Nutritional supplement can foray into the market by using of camel milk either in milk/powder or any other form.