While Amul has been in the news for new launches, the brand has latched on to a COVID era trend of consumers choosing packaged milk, ghee, paneer, dahi, etc. over loose alternatives.

The Indian traditional sweets market is dominated by local halwais and Amul is investing its milk muscle to get a piece of the ‘Mithai’ business.

But what are the prospects of the packaged variant of Panchamrit, a food offering for the gods traditionally prepared by the devotees themselves?

While most advertisers were re-evaluating their media spends Amul decided to invest more in advertising. We spoke to GCMMF's MD RS Sodhi about Amul's timely move on lockdown viewership.