Amul, ‘Taste Of India’, Makes Debut In US Market

Vadodara: A month after Prime Minister Narendra Modi asked it to emerge as world’s largest dairy, renowned brand Amul, whose tagline is ‘The Taste of India’ has taken a big leap by launching fresh milk in the USA. Amul’s fresh milk range has been launched outside India for the first time.

“I am pleased to inform that Amul shall be launching its fresh milk products in the United States of America. Happy to inform that we have tied up with a 108-year-old dairy cooperative in the US – Michigan Milk Producers Association, and this announcement was done at their annual meeting on March 20 at Detroit,” said Jayen Mehta, Managing Director of Gujarat Cooperative Milk Marketing Federation (GCMMF), which operates Amul.

“This is for the first time Amul fresh products range will be launched anywhere outside India and in a market like the United States, which has a very strong Indian and Asian diaspora,” Mehta told news agency ANI.

Further, he said Amul hopes to expand the brand and become the largest dairy company in line with the vision given by PM Modi.

Amul has launched its range of fresh milk in one gallon and half a gallon packs under the same brand name and composition that is popular in India – Amul Gold (with 6% milk fat), Amul Shakti (with 4.5% milk fat), Amul Taaza (with 3% milk fat) and Amul Slim n Trim (with 2% milk fat).

The fresh milk variants will be available at leading Indian grocery stores throughout the East Coast and Midwest market of the US.

Amul is planning to launch other dairy products, including curd, buttermilk and paneer, in the US market to cater to the ever-growing demand from the Indian diaspora there.

India’s dairy giant GCMMF, will be also launching mass media campaigns, including its popular TV commercial ‘Doodh Doodh Piyo Glass Full Doodh’ in the USA.

Amul products are exported to more than 50 countries around the world. It has under it 18,000 milk cooperative committees, a network of 36,000 farmers, processing more than 3.5 crore litres of milk per day.

Transforming from a milk-deficit nation, depended more on imports during the 1950s and 1960s, India now contributes about 21 per cent to global milk production.