This document summarizes the market development efforts for Amul's premium dahi and Amul Pro products. During an 8-week internship, the author analyzed gaps in the supply chain and conducted consumer, retailer, and distributor feedback. Key findings included low awareness of premium products, a preference for taste and consistency over fat content, and timely delivery issues. Surveys of 200 consumers found preference for Amul over competitors due to thickness, sourness, color and consistency. Recommendations included new product placements, incentives for salespeople, and increased sampling and online awareness efforts to improve performance.