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.
