Amul

What is a co-operative society doing in an industry that is dominated by MNC players? It is dominating the MNC players.

Led by B.M. Vyas, Amul, which began retailing pizzas as a delivery vehicle to sell more cheese, has completely shaken up the pizza industry with its low pricing strategy and a completely home grown pizza that satisfies international taste buds. Today, Amul sells at least three times as many pizzas on a daily basis than its closest MNC competitor.

The Amul Cheese Pizza story is as good a case as any in entering a new business. It is characterized by the following: differentiating its offering in the market place, experimenting with its product to check acceptance, and using innovative ways to enroll even the person at the end of the delivery chain — in the growing passion of its mission.

This success has prompted Amul to innovate further in the pizza industry and has led to the introduction of ‘ready to eat’. Frozen pizzas are said to be around the corner as well.