In an unprecedented move, the Gujarat Cooperative Milk Marketing Federation (GCMMF) is gearing up to launch four variations of Amul fresh milk in the United States, marking a significant milestone as the brand expands beyond Indian borders for the first time. This strategic initiative is tailored to cater to the preferences of the Indian diaspora and Asian communities residing in the US.
Jayen Mehta, Managing Director of GCMMF, remarked, “While our track record in exporting dairy products is commendable, this venture signifies a momentous step forward as we introduce fresh milk to international markets.”
The partnership between GCMMF and the venerable 108-year-old cooperative institution, Michigan Milk Producers Association (MMPA), will facilitate the introduction of fresh milk into the dynamic US market. With MMPA handling milk collection and processing, GCMMF will take the lead in marketing and branding efforts for Amul fresh milk.
Mehta elaborated, “We will provide the recipes, and within a week, consumers in the US will have access to Amul Taaza, Amul Gold, Amul Shakti, and Amul Slim n Trim.”
Fresh milk availability will initially concentrate on key metropolitan areas including New York, New Jersey, Chicago, Washington, Dallas, and Texas, among others. The Gujarat Cooperative Milk Marketing Federation (GCMMF) aims to cater to the preferences of non-resident Indians (NRIs) and the broader Asian demographic within the US market.
When questioned about sales targets, GCMMF will prioritize branding and marketing efforts for the next 3-4 months.
“We anticipate a positive response from customers,” stated Mehta.
Mehta also revealed that GCMMF would soon introduce fresh milk products such as paneer, curd, and buttermilk.
In the fiscal year 2022-23, GCMMF’s turnover reached approximately Rs 55,000 crore, marking an 18.5 percent increase from the previous year.
GCMMF is currently exporting dairy products to approximately 50 countries.
(With inputs from PTI)