mul, which owns almost 86 per cent of the table butter market, is not taking its Numero Uno position for granted. The brand has recently launched redesigned packs.

Until a few months ago, Amul Butter was available only in 100 gm and 500 gm packs. However, market research revealed a demand for smaller packs. So, Amul launched 'airline' packs - which were served mainly in flights since August 2006 - in retail outlets. These packs carry a single serving of butter. Amul has also launched a 'munna' pack of butter targeted at nuclear families. While the airline pack is available at 10 gm, priced at Rs 2, the munna pack weighs 25 gm, priced at Rs 5. ... more