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Analysis of Fresh Products Sales Across Different Distribution Channels at Amul

Authors:

Pranay ‘A’ Chandrikapure¹, Dr. Pradeep Kumar Asthana²

¹Student, Amity Business School, Amity University, Raipur, Chhattisgarh, India

²Assistant Professor, Amity Business School, Amity University, Raipur, Chhattisgarh, India

ABSTRACT - This study investigates the sales performance and distribution strategies of Amul’s fresh products across various modern format stores (MFS) in Raipur. In today’s competitive retail landscape, efficient distribution and strategic channel selection are vital for enhancing market penetration, ensuring product availability, and elevating consumer experience. The research aims to assess the extent of product availability, analyze distribution efficiency, and explore the relationship between retail practices and customer demand in the context of Amul’s diverse product offerings.

A descriptive research design was adopted, utilizing a structured questionnaire distributed to 40 modern format stores. Primary data was collected through direct interaction with store managers, complemented by secondary data from industry reports and existing literature. The data was analyzed using Microsoft Excel to identify patterns in product stocking, demand, promotional efforts, and storage infrastructure such as Amul-branded freezers.

The findings reveal that nearly all surveyed stores stock Amul’s core products—milk, curd, butter, and ice cream—highlighting Amul’s strong retail presence. However, discrepancies were observed in the availability of frozen snacks and vertical freezers, suggesting gaps in distribution logistics and infrastructure support. Notably, 14 stores expressed the need for dedicated Amul freezers, and only 17 regularly stock Amul’s frozen snacks. Seasonal sales trends also indicate that promotional activities during festivals can boost product visibility and sales.

Retailers noted the effectiveness of Amul’s marketing strategies, including product packaging, in-store advertising, and brand visibility. The study also identifies factors influencing distribution choices such as product perishability, customer footfall, and store infrastructure. These insights underscore the need for tailored distribution strategies that align with product characteristics and retailer capabilities.

The research concludes that while Amul maintains a robust presence in MFS, there is potential to enhance sales performance through improved freezer availability, targeted promotions, and better stocking of underrepresented product categories. Strengthening supply chain efficiency and customizing retail support based on store needs can further optimize product availability and consumer reach.

This study contributes valuable insights for strategic decision-making by Amul and similar dairy brands operating in competitive, retail-driven markets. By refining its channel management and retail engagement tactics, Amul can not only meet growing consumer expectations but also reinforce its leadership in the Indian dairy sector.

Key Words: Distribution, Retail, Channel, Availability, Efficiency, Perishability, Promotion, Visibility, Packaging, Inventory, Logistics, Infrastructure, Marketing, Demand, Consumer, Stocking, Sampling, Freezer, Strategy, Optimization.