Amul launches herbal ‘Memory Milk’ for students

As the board exam fever runs high, giving stressful days and nights to the students, India's largest milk brand Amul has come up with a ready-to-drink milk product from ancient ayurvedic recipe that is set to boost brain power and reduce anxiety and stress levels.

The Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets Amul brand of milk and milk products, recently launched milk drink - Amul Memory Milk made from Sterilized Homogenized Flavored Toned Milk, sugar and combination of ayurvedic extracts traditionally known to boost memory such as tulsi (holy basil), brahmi, ashwagandha and shankhpushpi.

At the onset of the board exams, Amul started campaigning for its latest launch through digital modes. Asking students to 'keep calm and work hard for exam. Reduce anxiety and stress' by having Amul Memory Milk, priced at Rs. 30 for a 200-ml pet bottle.

Even if the drink has medicinal herbs as its key contents, it doesn't smell like medicine. With the new product launch, Amul aims to add new consumers to its existing portfolio of milk drinks such as Amul Kool, Amul Smoothies, Milk Shakes, Buttermilk and Lassi as well as tap its share in the existing market of memory boosting products for kids.

"For the first time, we are launching this product for school going children. Mothers are generally concerned about keeping their kid stress-free and healthy in the competitive scenario. Initially we are launching this product in two variants, Kulfi Caramel and Tropical Fruit. The product will be available pan-India by month-end," R S Sodhi, MD, GCMMF toldBusinessLine.

The product will be made available across the country by the end of this month. The production and packaging of the product is done at Amul Federation's dairy - Mother Dairy in Gandhinagar. The R&D and testing was conducted in-house by Amul.

Fortified with the nutrition of milk and memory boosting Brahmi, Shankhpushpi, Tulsi, Ashwagandha and other herbs, Amul Memory Milk is will address the routine stress, anxiety and mental acuity in adults.