FMCG cold war: HUL takes on Amul

Two giant brands get into a slugfest over the goodness of icecreams and frozen desserts

Temperatures are soaring this summer in the icecreams versus frozen desserts battle between the country’s two behemoths: Dairy major Gujarat Cooperative Milk Marketing Federation (GCMMF) that markets Amul branded ice creams and FMCG major Hindustan Unilever Limited (HUL), which owns the Kwality Walls brand. The two have sparred earlier too, but this time, the stakes are bigger given that both are fighting not just for a bigger slice of the summer pie, but are also battling customer perceptions about health and nutrition. 

HUL has moved Bombay High Court against Amul over a recent commercial that urges consumers to use their