Amul ventures overseas with fresh milk launch in US, says MD Mehta

In a groundbreaking move, Amul,known for its tagline’The Taste of India’, India's leading dairy brand, is set to make its mark on the international stage with the launch of fresh milk in the United States,reveals Jayen Mehta,Managing Director of Gujarat Cooperative Milk Marketing Federation (GCMMF).Amul has partnered with the Michigan Milk Producers Association (MMPA), a 108 year old dairy cooperative in the US, to bring its fresh milk products to American consumers. The milk collection and processing will be done by MMPA, while GCMMF will do marketing and branding of Amul fresh milk.The announcement was made at the association’s annual meeting in Detroit on March 20,showcasing Amul’s commitment to global expansion.
For the first time, Amul fresh milk will be available outside India as GCMMF launches four variants in the US market to cater to Indian diaspora and Asian population. Teaming up with MMPA, GCMMF will handle marketing while MMPA takes care of processing. The move is expected to target NRIs and Asians in key US cities.
Amul’s journey reflects the transformation of India’s dairy sector from a milk-deficit nation to the world’s largest milk producer. The establishment of dairy cooperatives, spearheaded by initiatives like Operation Flood,has been instrumental in this growth. Verghese Kurien, known as the “Father of White Revolution"  played a pivotal role in shaping India’s dairy landscape. Amul’s products are now exported to over 50 countries,a testament to its success and impact on the dairy industry. During the 2022-23 fiscal, the turnover of GCMMF stood at around Rs 55,000 crore, up 18.5 per cent from the previous year, according to information.

(Ira Singh, Asstt Editor, Gandhinagar)