Amul rewires distribution: four temperature highways, red/blue ocean SKU cards, 100 launches in 12 months
Post Rs 1 lakh crore turnover, Amul is restructuring 20,000 distributors and 2.8M retailers into temperature-based highways, palletising dispatches for 30-50% storage gains, and letting distributors pick from 500 SKU cards. Blue ocean SKUs already clock Rs 10 crore/month as it pushes into pizza, protein shakes, US, EU and Africa.
What happened
Amul, after crossing Rs 1 lakh crore turnover, is restructuring distribution into four temperature-based highways and red/blue ocean SKU cards, letting
Key facts
- Rs 1 lakh crore FY26 turnover
- 25 billion packs annually
- 20,000 distributors
- 2.8 million retailers
- 100 new launches in 12 months
- 1,200 SKUs
- 50+ products
- 500 SKU cards
- 10,000 distributors met
- 200 red ocean + 300 blue ocean cards
- Rs 10 crore/month blue ocean sales
- 30-50% storage capacity gain
Why this matters
Amul's push into pizza, protein shakes and US/EU/Africa via a 500-SKU card system reshapes the competitive set for adjacent FMCG and frozen players.