Introduction

Amul, India's largest dairy company, finally launched their Whey Protein brand. They do a few things different.

The regular tubs of protein that you see in the market looks overwhelming.

Package where habits are pre-built

Amul launched products that most people already consumed. Products like Dahi (curd), lassi, chaach (buttermilk), paneer (cheese), and milk versions.

People have already been consuming these products for centuries. The adoption exists and habit loops are build.

Build where frequency of use is high

Some of these are everyday products. Dahi might be consumed multiple times in a day. Buttermilk has natural trigger moments in hot, sunny days or for outdoor events.

Build for trials

Ordering a big tub of protein powder seems overwhelming for people that haven't consumed it before.

The sachet strategy (where it's broken down to the smallest unit) will encourage trial.

It makes sense why you'll get a shaker for free. It's the distribution loop.

Built to share

Dahi, lassi, and paneer are shareworthy items. You'll consume lassi in public. Dahi might be shared with friends/family. And paneer will have distribution to everyone in the family that shares a meal.

Compare this to a protein powder that is consumed silently at home by that one family member that hits the gym. Even at the gym, other people can't see which brand you use.

Reduce costs by integrating back into your supply chain

Protein powder is created by evaporating the water in a liquid. Amul decided to use the liquid directly reducing the cost to heat it up. Watch this Youtube short.