Amul, an iconic dairy brand famed for its “Taste of India” slogan, has entered the U.S. market with the launch of its first line of fresh milk products. The strategic move marks its first international fresh milk market entry, aiming to cater to the US’s significant Indian and Asian diaspora.
The venture is a collaboration between the Gujarat Cooperative Milk Marketing Federation (GCMMF), which manages Amul, and the Michigan Milk Producers Association (MMPA), a venerable dairy cooperative in the US with 108 years of history. Jayen Mehta, the Managing Director at GCMMF, heralded this alliance as a significant step towards making Amul’s fresh offerings available to American shoppers.
Amul is rolling out four milk varieties in the American market: Amul Taaza, Amul Gold, Amul Shakti, and Amul Slim n Trim, aiming to suit a range of consumer tastes.
These milk products will be distributed in one-gallon and half-gallon sizes through prominent Indian grocery outlets in the East Coast and Midwest. The collaboration with MMPA ensures the milk collection and processing adhere to stringent quality standards, while GCMMF will lead the marketing and branding strategies.
This initiative seeks to captivate non-resident Indians (NRIs) and a wider Asian demographic in the US. Amul intends to concentrate on marketing and branding efforts initially, anticipating a warm reception from the diaspora community.
Following the introduction of milk, Amul plans to broaden its US portfolio with other dairy delights such as paneer, curd, and buttermilk.
Notably, Amul processes over 35 million litres of milk each day and exports to more than 50 countries. It boasts an extensive network that includes thousands of farmers and cooperative societies.
