he Gujarat Co-operative Milk Marketing Federation (GCMMF), which markets the Amul brand of milk products and chocolates, has been, for a while now, revitalising its product portfolio. There has been a slew of launches of variants and changes in the packaging of existing products. GCMMF�s latest cold coffee drink, Kool Kafe, with its designer packaging is one example. Designed by NID (the National Institute of Design), in association with Hindustan National Glass, the specially moulded bottle is a noticeable presence on shop shelves.

"With the success of our flavoured milk brand, Kool, and our initial market research findings, we realised that we had to treat cold coffee as a slightly upmarket and trendy drink. Since there is no competition and no benchmark to follow, we went in for a new design," says R.S. Sodhi, chief general manager, GCMMF.... more