The Gujarat Cooperative Milk Marketing Federation (GCMMF) replaced its dull-looking flavored milk brand Amul Shakti with a new brand Amul Kool in April 2004. Amul Kool has been created as an energy booster brand, targeting the youngsters who are fed up with carbonated drinks, such as the colas. This paper attempted to find out why the Amul Kool brand has failed to attract the youngsters and analyzes the bottlenecks to its growth.

With an incredible 86.8 million ton of yearly milk production from animals managed by nearly 70 million farmers, India is the highest milk producing nation in the world. The average yearly growth is around 5.6%. The per capita milk availability is about 214 grams per day as aligned with the suggested prerequisite of 250 gram. Milk is one of the most important items of common lacto-vegetarian diet of Indian people. With speedy industrialization, economic growth and 250 million impending economically strong domestic consumers of milk and milk products, there is a very brawny potential for the future growth of the industry.

India's contemporary dairy sector has grown rapidly. From a modest 200,000 liter per day (lpd) of milk being processed in 1951, the organized sector has progressed to managing a number of 20 million lpd in over 400 dairy plants. Already, one of the world's major liquid milk plants is located in Delhi, handling over 800,000 liter milk per day (Mother Dairy, Delhi). India's first robotic dairy (capacity: 1 million lpd)—Mother Dairy, Gandhinagar—has been established near Ahmedabad, Gujarat. India's chief dairy cooperative group, Gujarat Cooperative Milk Marketing Federation (GCMMF) in Anand, owns it.

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