Amul Fresh Milk Set to Debut in US Markets​

In a move that rocked history, Amul fresh milk will soon be available to customers beyond India through Gujarat Cooperative Milk Marketing Federation. GCMMF planning to enter the United States market with four different variants in the next week. This new step is aimed at serving Indian diaspora and Asian communities residing in America.

Jayen Mehta, Managing Director of GCMMF told that “We have been exporting dairy products for many decades. But this is the first time we are launching fresh milk outside India.” The basis of this venture is a strategic alliance between GCMMF and Michigan Milk Producers Association (MMPA), a 108 year-old cooperative body.

While MMPA will carry out milk procurement and processing activities, GCMMF has been given responsibility for marketing and branding of Amul fresh milk in US market. Mehta assured that “Amul Taza, Amul Gold, Amul Shakti and Amul Slim n Trim shall reach American stores within a week.” Distribution will start by focusing on major cities like New York, New Jersey, Chicago, Washington D.C., Dallas and Texas among others before expanding into other areas in future. 

Mehta pointed out that emphasizing the target demographic “GCMMF will focus on NRIs and Asian population”. The specific sales targets, however, were not disclosed. It was stated by Mehta that for the first 3-4 months after the product launch, GCMMF would concentrate on brand building & marketing activities as he expressed his hopefulness about customers’ reaction. Additionally, this will help in diversifying its offerings in US market since GCMMF is also planning to introduce other fresh milk products like paneer, curd and buttermilk soon.

The debut of Amul fresh milk in the US is a significant milestone for GCMMF as it announces a new era in its global expansion plans strengthening Amul’s positioning as one of the most trusted brands synomymous with quality and integrity in dairy industry.

Source:- PTI Mar 25, 2024