While Amul is the largest market player in India as far as pure dairy products go, it has not had much luck with chocolate. It has quietly co-existed with the Nestles and the Cadburys of the world and produced consistently produced sub par chocolates. They recently re-introduced their Dark Chocolate with this attractive looking print campaign, proclaiming a 55% cocoa concentration, which is high by Indian standards.
I had to try the "new & improved" Amul Dark Chocolate, obviously. What should have been obvious-er to me is that there would be nothing "new & improved" about it. Even the packaging doesn't look too different from the older one. The chocolate, while pleasantly bittersweet, is not smooth even at room temperature. It has a crumbly, powdery texture that I have long associated with Amul's dark chocolates.
However, Amul's USP with chocolates has always been their pricing. At just INR 20 for this 35 g bar, Amul offers a pocket-friendly option for lovers of dark chocolate. But if you are picky about how your dark chocolate feels in your mouth, Amul isn't the right product.