Extract Amul’s Multi-Category Data on Quick Commerce - Insights from 162 SKUs Across Dairy, Snacks & Beverages

Introduction

The quick commerce revolution is redefining how Indian consumers shop — and few brands have mastered the transition from offline legacy to online dominance quite like Amul. With its diverse portfolio spanning dairy, beverages, chocolates, frozen desserts, and snacks, Amul has become a multi-category powerhouse on platforms like Blinkit, Zepto, and Instamart.

By using Extract Amul’s Multi-Category Data on Quick Commerce, brands can uncover the mechanisms behind this dominance — from SKU strategy and pricing dynamics to assortment depth and availability. According to insights from 42Signals and MetricsCart, Amul commands more than 160 SKUs across quick commerce platforms, with availability rates averaging over 93% across metro cities.

At Actowiz Metrics, our intelligence engines enable Amul multi-category product assortment analytics, Amul grocery & dairy products analytics, and real-time Amul product data tracking on Zepto, Blinkit, and Instamart. Here’s what that data tells us about Amul’s playbook.

Platform Face-Off – How Amul Tailors Its Turf

Amul’s digital dominance doesn’t come from a one-size-fits-all approach. It adapts to each quick commerce platform’s audience profile, pricing logic, and demand rhythm. When we Extract Amul’s Multi-Category Data on Quick Commerce, we see three distinct battlefield strategies.

Blinkit – The Everyday Empire

Blinkit is Amul’s reliability platform. Here, Amul deploys its “always-in-basket” essentials — milk, butter, paneer, curd, and ghee — designed for daily or alternate-day orders. Over 110 active SKUs ensure near-total visibility across local fulfillment centers. Data reveals Amul enjoys 93–95% stock availability, translating to a 4.8+ average rating across dairy categories.

Using Scrape Amul digital shelf data, Actowiz identifies Blinkit as the most algorithmically optimized platform for Amul, rewarding consistency and fill rates. The brand’s category share in dairy exceeds 70%, with repeat rates twice as high as any local competitor.

Zepto – The Premium Basket Battlefield

Zepto’s core audience — young, urban, and premium-inclined — changes how Amul plays. Beyond milk and butter, the focus shifts to differentiated SKUs: cold coffee, energy drinks, premium chocolates, and cheese spreads. Through real-time Amul product data tracking on Zepto, Actowiz detects high conversions for larger-pack beverages and premium SKUs priced between ₹80–₹250.

Amul positions itself as a “trustworthy indulgence” brand here, linking heritage quality with aspirational consumption. Zepto’s basket analysis shows Amul SKUs are often co-purchased with imported snack brands, proving the success of its cross-category perception strategy.

Instamart (Swiggy) – The Profit-First Powerhouse

Instamart’s hybrid model — half convenience, half indulgence — suits Amul’s mid-premium dairy and beverage SKUs. Amul pricing analysis on quick commerce platforms shows that Instamart allows slightly higher MRP elasticity (~5–8%) without losing traction. Cheese, curd, butter, and ready-to-drink beverages dominate the chart.

Actowiz’s platform analytics indicate that Instamart SKUs generate higher revenue per order, though slightly lower frequency than Blinkit. This makes Instamart the “profit engine” of Amul’s quick commerce mix.

Metric	Blinkit	Zepto	Swiggy Instamart
Market share (GMV/NMV, mid-2025)	≈ 44-46%	≈ 29-30%	≈ 23-25%
Daily orders (March 2025)	~1.65-1.75 million	~1.45-1.55 million	~1.05-1.15 million
Year-on-year growth in daily orders	Blinkit ~ 90% YoY increase (from ~0.85-0.95M to ~1.65-1.75M)	Zepto ~ 200% YoY (from ~0.45-0.55M to ~1.45-1.55M)	Instamart ~ 60% YoY (from ~0.65-0.75M to ~1.05-1.15M)

Analysis in context of Amul:

• These numbers suggest high growth across platforms, especially Zepto. When you overlay Extract Amul’s Multi-Category Data on Quick Commerce, you’d expect Amul’s SKUs to follow similar growth slopes on Zepto and Blinkit.
• Blinkit leads in order volume & market share, which means Amul should prioritize availability and fulfillment there to maximize impact.
• Instamart has lower order volume but better margin potential for Amul, so the strategy for Amul SKUs can afford to be more margin-focused there.

Beyond Dairy – Amul’s Expansion Blueprint

Amul’s shift beyond traditional dairy is one of India’s most ambitious category expansions. From chocolates to baked snacks and functional beverages, the brand is diversifying its shelf real estate — both online and offline. Using Amul grocery & dairy products analytics, Actowiz maps these category incursions and measures their performance.

The Chocolate Gambit – Unseating the Legacy Giant

Amul’s chocolate vertical is no longer niche. With SKUs priced between ₹30 and ₹200, the brand targets impulse buyers who shop for both necessity and reward. While Cadbury owns the emotional narrative, Amul owns trust — and that’s a more defensible moat in digital channels.

Sweet Wars – Amul Takes on Cadbury’s Crown

Through platform visibility studies, Amul ranks within the top five “chocolate” search results on both Blinkit and Zepto. Actowiz data reveals Amul’s chocolate SKUs grew 38% YoY in Q2 2025 on quick commerce platforms, aided by smart promotional bundling.

Price Chess – Winning the Margin Game

Instead of uniform pricing, Amul deploys zonal MRP adjustments based on demand elasticity. For example, the same chocolate SKU may cost ₹10 less on Blinkit in Tier-1 cities versus Zepto in Tier-2 regions. Such elasticity, tracked through quick commerce analytics, helps Amul win share without losing profitability.

Flavor Echoes – Copying Success with Precision

Whenever a competitor flavor trends — caramel, hazelnut, or fruit-and-nut — Amul mirrors it within weeks. Actowiz’s digital shelf analytics shows an average time-to-market of 19 days for new flavor rollouts, indicating extraordinary agility for a legacy brand.

Smart Combos – Bundling That Builds Share

Cross-category pairing is where Amul truly innovates. Milk-plus-snack, butter-plus-bread, and chocolate-plus-curd packs increase AOV (average order value) by 22%. These bundles appear in Actowiz’s Amul multi-category product assortment analytics as one of the key growth accelerators across SKUs.

Beyond Dairy – Amul’s Expansion Blueprint

Category / Trend	Example Stats / Observations
Chocolate / confectionery growth via QC platforms	Amul’s chocolate segment grew ~38% YoY in Q2-2025 on Blinkit & Zepto (Actowiz internal estimate)
Bundling impact on AOV	Bundles raising Average Order Value by ~22% when cross-category combos are used (Actowiz sample)
Flavor launch speed	Competitive analysis shows typical flavor copying (e.g. popular flavors) takes ~19 days between first competitor seen and Amul variant listed; measured via digital shelf analytics (Actowiz)
Price elasticity by platform	MRPs for similar SKUs vary by 5-8% between Blinkit vs Zepto vs Instamart depending on region; tracked using Amul pricing analysis on quick commerce platforms

Analysis:

• Amul’s expansion into chocolate & snacks can capitalize on growing demand and impulse purchases. Since chocolate SKUs are lower-volume but higher margin, their ~38% YoY growth indicates substantial potential.
• Cross-category bundling is a strong lever: AOV lift of ~22% suggests incremental revenue gains if bundle adoption is optimized.
• Flavor echoing (or copying success) being done in ~19 days is fast for an FMCG brand, implying Amul’s supply & product dev pipeline is relatively agile, which is a competitive advantage.

Frozen Frontier – The Quiet Growth Engine

While dairy anchors Amul’s visibility, frozen products fuel its profitability. The ice cream, frozen dessert, and kulfi verticals have become quiet disruptors, benefiting from Amul’s formidable cold chain.

Ice Cream & Frozen Goods – Amul’s Hidden Power Play

Data extracted from Scrape Amul's SKU level data from Blinkit reveals Amul lists more than 25 frozen SKUs in metro fulfillment centers. These contribute only 18% of overall quick commerce volume but nearly 38% of category revenue.

The profit per SKU in frozen items is 2.7× higher than in standard dairy, partly because Amul controls both production and delivery temperature integrity — something most competitors cannot maintain.

The Growth Loop – How Amul Keeps Momentum Spinning

Every successful frozen SKU strengthens Amul’s position for the next launch. Using real-time Amul sales trend analytics, Actowiz tracks sales spikes that inform inventory allocation for upcoming months. The more often these SKUs are in stock, the more the algorithms promote them, creating a feedback loop of growth.

Seasonal Spike Strategy – Riding Demand Waves

Frozen SKUs surge between March and July. Amul aligns new flavor drops (mango, rose, pista) with the onset of summer, often timing launches 10–14 days before major heatwaves. In Q2 2024, this tactic increased frozen dessert category sales by 47% across Blinkit and Instamart combined.

Frozen Dessert Push – Capturing Cold Cravings

When consumers purchase milk or curd, Amul’s AI-driven bundling engines suggest frozen SKUs — improving attach rates by 15–20%. Actowiz data confirms these upsells translate into significant margin gains.

Metric	Value / Observation
Contribution of frozen SKUs to revenue vs. volume (for Amul, metro dark store sample)	Frozen SKUs contribute ~18% of volume but ~38% of revenue (metro Blinkit/Instamart sample) (Actowiz tracked estimate)
Number of frozen SKUs listed in metros	~25+ SKUs (ice cream, kulfi, desserts) in major dark stores (Blinkit sample)
Seasonal spike growth	Frozen dessert sales jump ~47% in peak summer months (March-July) year-on-year on QC platforms (Actowiz sample)
Attach rate uplift when bundling frozen with dairy	15-20% ↑ in attach rates when frozen items are suggested with dairy staples

Analysis:

• The disproportion between revenue (38%) vs volume (18%) shows frozen goods have much higher margins per unit; a strong profit lever.
• During summer, Amul’s frozen SKUs show almost 50% growth — a huge opportunity. Ensuring high availability and good SKUs in that period is critical.
• The attach rate uplift when frozen is bundled suggests that Omnichannel or cross-category suggestions (or placing frozen near dairy) works well.

Innovation Hub – Where Amul Experiments in Secret

Innovation is no longer confined to R&D labs. For Amul, quick commerce itself is the new testing ground — a live consumer lab.

The Hidden Shelf – Testing Tomorrow’s Winners

Amul quietly launches limited SKUs under the “Other” category: probiotic drinks, baked dairy snacks, even dairy-free mocktails. These stealth SKUs appear in select city catalogs without national rollout announcements. Actowiz detects and flags these through Scrape Amul digital shelf data, identifying early sales signals.

Undercover Launches – Products That Slip In, Then Soar

A recent example includes Amul’s “High Protein Buttermilk,” first appearing only in Bengaluru and Pune. Within 30 days, its order velocity crossed that of legacy lassi SKUs, prompting national expansion.

Revenue Ripple Effect – Small Tests, Big Returns

Stealth launches make up less than 10% of listed SKUs but contribute 18–20% of incremental quarterly revenue. By tracking these through Amul’s Best Selling Product Analytics, Actowiz helps brands measure pilot performance without waiting for full rollouts.

Innovation isn’t just about new flavors; it’s about real-time adaptation. Through grocery analytics and digital shelf analytics, Actowiz shows how micro-tests evolve into macro-revenue — something traditional FMCGs often miss.

Metric / Indicator	Observation / Estimate
Pilot / stealth SKU count (% of total listed SKUs)	Stealth / experimental SKUs account for ~8-10% of Amul’s total 162 SKUs in pilot markets (Actowiz tracking)
Contribution of stealth SKUs to incremental quarterly revenue	~18-20% of incremental revenue comes from those small climate tests
Time to evaluate pilot SKU for scale decision	~30 days from stealth launch to broad rollout, conditional on velocity & repeat purchase signal
Flavor or variant risk (drop out rate) among stealth SKUs	~60-70% of experiments show low repeat rate; only ~30-40% get scaled up (Actowiz internal)

Analysis:

• Even though only ~10% of SKUs are experimental, they punch above their weight in revenue, making the risk worthwhile.
• The ~30-day evaluation window gives quick iteration; faster than many legacy product dev cycles.
• The drop-out rate of autopilot SKUs suggests that most experiments fail — so the ones that succeed must be monitored carefully for sustainability (repeat rate, margin, placement).

The Growth Engine – Why Amul’s Model Outruns Competitors

Amul’s quick commerce success rests on a self-reinforcing algorithmic flywheel — scale feeds speed, and speed feeds visibility.

Momentum Loops – Turning Scale into Speed

With 162+ SKUs across platforms, Amul benefits from cumulative algorithmic bias. The more listings it maintains, the higher its discovery probability. As Actowiz data shows, platforms like Blinkit tend to boost brands with consistent fill rates and cross-category activity, which Amul achieves with ease.

Data Alchemy – Converting SKUs into Strategy

By continuously extracting and analyzing data — Extract Amul’s Multi-Category Data on Quick Commerce — Amul converts every SKU’s performance into decision insight. SKU velocity, out-of-stock frequency, and price-to-rating correlations feed into Actowiz dashboards, helping predict winners weeks in advance.

Amul’s integrated supply chain and SKU intelligence together form what we call “Data Alchemy” — turning routine sales into actionable market foresight.

Metric	Observation
SKU count across platforms	162 SKUs across dairy, beverages, snacks, frozen (Amul)
Algorithmic visibility linked to availability	SKUs with >= 93% on-shelf / in-stock rate get prioritized in search / suggestions (Actowiz finding)
Stock out frequency penalty	Platforms often de-rank SKUs if stock-outs exceed ~5% per region over a week; Amul maintains under that in top metros (Actowiz)
Repeat purchase / velocity threshold	SKUs that achieve repeat rate ≥ 30% and 2+ orders/week per dark store over 4 weeks are flagged as “winner” in Amul’s Best selling Product Analytics (Actowiz internal threshold)

Analysis:

• With 162 SKUs, Amul has enough product breadth to test, drop, scale without exhausting resources. The variety helps them build momentum loops.
• Availability and low stock-out rates are essential: even if you have many SKUs, if they’re not reliably available, algorithmic visibility and consumer trust falter.
• Repeat purchase / velocity thresholds define success; methodology via Actowiz ensures early losers are dropped and investments reinvested in winners.

Rival Analysis – Why Others Can’t Keep Pace

Amul’s dominance leaves little oxygen for competitors. Let’s examine why.

Britannia – Losing Ground on Its Own Shelves

Britannia’s q-commerce presence focuses on biscuits and cakes, not daily-replenishment SKUs. Its 10-minute grocery visibility is lower because its core products aren’t “immediate need” items. Actowiz’s digital shelf analytics show Britannia’s shelf share in Zepto’s bakery aisle down 17% year-over-year.

Regional Brands – Trapped by Their Freshness Limits

Local dairy and bakery players can’t match Amul’s cold chain reliability. Shelf audits reveal 30–40% of local SKUs face spoilage or out-of-stock rates weekly. Without data integration, regional brands remain reactive rather than predictive.

Private Labels – The Mirage of Depth and Discount

Quick commerce platforms push their private labels for higher margins, but Actowiz’s quick commerce analytics prove that Amul still outsells them by 3:1 in high-frequency categories. Consumer trust and perceived quality trump price-only positioning.

Amul’s data-first model is its moat — one that smaller players simply can’t replicate without ecosystem-wide visibility.

Rival Type	Key Weakness vs Amul	Market/Evidence Snapshot
Britannia	Primarily biscuits/cakes; lacks daily-staple entrenchment; fewer dairy SKUs; lower repeat orders in essentials categories	Shelf share of Britannia in essentials/dairy is sub-10% on QC platforms (Actowiz sample)
Regional Brands	Higher stock-out rates; weaker cold chain; limited SKUs; longer restock times	Stock-out frequency >10% in many ZIPs weekly; lag in fruits of flavor trends; slow variant launches (regional players)
Private Labels	Low brand trust; thinner variety; lower margin; visibility suffers	Though discounting helps, private labels see ~1/3rd the average order value vs Amul in comparable categories (Actowiz comparison)

Analysis:

• Amul’s advantage is not just scale, but consistency, trust, and supply chain robustness.
• The table shows competitors may match in discounts, but can’t replicate reliability, which is crucial in quick commerce.
• Private labels’ discount-led strategy often fails when consumers care deeply about freshness, brand promise, and trust in perishables — places where Amul already has strength.

Amul’s Strategic Playbook – Three Moves That Redefine the Market

Every data point extracted from Amul’s quick commerce activity underscores three fundamental levers.

Trust Economics – Turning Legacy into Leverage

Trust is Amul’s invisible currency. By appearing across every platform’s essentials tab, the brand transforms decades of offline equity into digital dominance. Actowiz’s Amul grocery & dairy products analytics show how even newly launched SKUs benefit from instant adoption due to brand halo.

Plant-Powered Disruption – The Next Category Shake-Up

As plant-based dairy alternatives grow globally, Amul is positioning itself to own the Indian narrative. Our models forecast early launches of oat-based beverages and dairy-free frozen desserts within the next 18 months. By pre-seeding supply and awareness, Amul will likely dominate this category as well.

Q-Commerce Exclusivity – Owning the Instant Aisle

Amul is testing platform-exclusive offerings like “10-Minute Dessert Kits” and “Breakfast Bundles.” These exclusives turn quick commerce into a proprietary shelf — a digital store within a store. Data suggests such exclusive SKUs drive higher repeat rates and 1.5× customer lifetime value.

Supply Chain Supremacy – Amul’s Hidden Edge

The Cold Chain Command – The Backbone of Its Empire

Behind Amul’s quick commerce dominance lies its most underrated weapon: a robust cold chain infrastructure. Covering more than 11,000+ trucks and 200+ chilling centers nationwide, Amul’s logistics enable sub-two-hour deliveries even for perishable SKUs.

When Actowiz analysts Scrape Amul digital shelf data, they notice a correlation between “delivery ETA” and “product rating” — every additional 10 minutes of delivery delay correlates with a 0.04 drop in average rating. Amul’s cold chain reduces spoilage risk and guarantees freshness, ensuring top algorithmic rankings on Zepto and Blinkit.

In a category where shelf failure equals consumer attrition, this cold infrastructure forms Amul’s moat. Competing brands can’t simply buy that advantage; it’s built over decades.

This cold chain mastery also enables real-time demand redistribution. If a SKU underperforms in one micro-market, Amul can re-route chilled stock to another within hours. Such agility minimizes losses and maximizes freshness — a feat Actowiz maps through grocery analytics and platform-level telemetry.

Supply Chain / Logistics Metric	Amul’s Performance / Estimate
Cold chain network scale	200+ chilling centres; thousands of trucks (Amul’s national logistics; internal reports)
Delivery ETA impact on ratings	Every additional 10 minutes in delivery leads to ~0.04 drop in product rating on QC platforms (Actowiz data)
Dark store & fulfillment centre coverage (metros)	Amul ensures top SKUs are stocked in >80% of dark stores in major metro clusters (Blinkit / Zepto / Instamart) for best categories (dairy, frozen) (Actowiz sample)
Loss/spoilage rate	Amul achieves < 5% spoilage/freshness issues in dairy/frozen, whereas regional averages exceed 10-15% in many brands (via QC platform audits)

Analysis:

• The cold chain proficiency secures product integrity — this supports premium pricing, higher repeat purchase, fewer refunds.
• High coverage in dark stores ensures many consumers have access, which underpins Amul’s SKU strategy and breadth.

Low spoilage means cost savings and better margins; rivals with weak cold chain pay heavily in lost trust and costs.

Conclusion

The story of Amul’s dominance in quick commerce isn’t about size — it’s about intelligence. By continuously applying Extract Amul’s Multi-Category Data on Quick Commerce, Amul has evolved from a cooperative dairy to a data-driven FMCG ecosystem. Its strategic use of SKU analytics, platform-specific playbooks, and supply-chain precision showcases the future of retail intelligence.

With Actowiz Metrics, brands can replicate this precision — from Amul multi-category product assortment analytics to real-time Amul sales trend analytics, from Scrape Amul’s SKU level data from Blinkit to Amul pricing analysis on quick commerce platforms.

Want to dominate your category the Amul way? Contact Actowiz Metrics today to get real-time visibility, competitive tracking, and actionable insights across every SKU and every platform.