Team Blitz India
THE Gujarat Cooperative Milk Marketing Federation (GCMMF) is going to debut Amul fresh milk in the US market, heralding a momentous milestone for the company. American consumers will have four distinct types of milk lining the shelves, catering not only to the Indian diaspora but also to the broader Asian demographic.
Emphasising the significance of this endeavour, a first by an Indian dairy cooperative, the Managing Director of GCMMF, Jayen Mehta, told PTI (March 25), “We’ve been exporting dairy products for many years, but this is the first time we’re launching fresh milk outside India.”
This strategic move follows Prime Minister Narendra Modi’s call for Amul to ascend to the pinnacle of the dairy industry globally. The expansion into the US market underscores Amul’s overarching ambitions for international growth.
At the core of this venture lies the partnership between GCMMF and the Michigan Milk Producers Association (MMPA), a cooperative with an history spanning over a century. While MMPA will undertake the responsibilities of milk collection and processing, GCMMF will lead the charge in marketing and branding efforts for Amul fresh milk.
Assuring consumers of Amul’s unwavering commitment to quality, Mehta asserted, “We’ll be responsible for the recipe.” Within a mere week, American consumers can anticipate finding an array of Amul products including Amul Taaza, Amul Gold, Amul Shakti, and Amul Slim n Trim on store shelves.
Initially, the expansion will concentrate on major metropolitan hubs such as New York, New Jersey, Chicago, Washington, Dallas, and Texas, with plans for broader distribution in the foreseeable future.
The introduction of Amul’s fresh milk range in the US market will preserve the same brand names and compositions that have garnered widespread popularity in India. Each variant, from the luxurious Amul Gold to the nourishing Amul Taaza, encapsulates the essence of Amul’s rich heritage.
Beyond milk, Amul harbours aspirations to introduce a wide variety of dairy products including curd, buttermilk, and paneer, tailoring to the evolving preferences of the Indian community in the US.
In a bid to forge connections with consumers and fortify brand awareness, GCMMF will initiate mass media campaigns, featuring the iconic TV commercial ‘Doodh Doodh Piyo Glass Full Doodh’, resonating with the nostalgia and cultural significance associated with Amul milk.
