Market Penetration Strategies for Amul Organic Products in Nagpur: A Consumer and Retailer-Centric Approach

Abstract

The growing consumer demand for organic food products in India has prompted major FMCG players to expand into this segment. Amul, a leading dairy and food cooperative, has introduced a range of organic products. This study investigates market penetration strategies for Amul’s organic products in Nagpur, focusing on retailer adoption and consumer preferences. A combination of primary research through surveys and secondary research on market trends was conducted. Key findings indicate that while awareness about Amul’s organic products remains low, competitive pricing and brand trust position Amul favorably in the organic food market.