Amul Goes Global: Introduces Fresh Milk in the US

Image of Amul's fresh milk export: Amul cartons displayed against a backdrop of the United States flag
Amul Goes Global: Introduces Fresh Milk in the US

Amul, renowned as India’s leading dairy products brand, has ventured into the United States market with the introduction of four fresh milk variants, marking a significant milestone for Gujarat Cooperative Milk Marketing Federation (GCMMF), its parent company. This initiative signifies GCMMF's maiden venture into exporting fresh milk beyond Indian shores.

Collaboration with MMPA:

GCMMF has forged a strategic alliance with the Michigan Milk Producers Association (MMPA), an esteemed cooperative entity established over a century ago. This partnership delegates milk collection and processing responsibilities to MMPA, while GCMMF focuses on the branding and marketing aspects of Amul fresh milk.

Variants and Distribution:

Amul is set to unveil four distinct milk variants in the US market, namely Amul Taaza, Amul Gold, Amul Shakti, and Amul Slim n Trim. These products will be readily accessible across various states including New York, New Jersey, Chicago, Washington, Dallas, and Texas.

Target Audience and Marketing Strategy:

GCMMF's primary objective is to cater to the Indian diaspora and the burgeoning Asian population in the United States. Intensive branding and marketing campaigns are slated for the next 3-4 months to solidify Amul's presence in the US dairy market.

Future Endeavors:

Beyond fresh milk, GCMMF harbors plans to introduce an array of additional dairy products such as paneer, curd, and buttermilk in the near future. The company remains optimistic about customer response and envisions gradual expansion of its product portfolio.

Export History and Market Strategy:

While GCMMF boasts a long-standing history of exporting dairy products to approximately 50 countries worldwide, the foray into the US market with fresh milk signifies a strategic maneuver to amplify Amul's global footprint. This strategic decision capitalizes on the escalating demand for Indian dairy products among the Indian diaspora and Asian communities residing in the United States.

Key Facts for Examination:

  • Amul, renowned as the largest dairy products brand in India, prides itself on its tagline "Taste of India."
  • GCMMF already exports dairy products to approximately 50 countries worldwide.

In the fiscal year 2022-23, GCMMF witnessed a noteworthy turnover of around ₹55,000 crore ($6.7 billion), marking an impressive 18.5% surge from the preceding year.

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