The ‘Taste Of India’, Amul Milk Reaches US Shores, Partners With 108-Year-Old Cooperative Organization To Launch Fresh Milk In The US Market
Amul, the Indian cooperative giant, has reportedly introduced Amul milk in the US market.
An advertisement released on Sunday announced that Amul milk is now available in the USA, offering the same range of products as in India.
The Gujarat Cooperative Milk Marketing Federation, GCMMF has successfully chosen to collaborate with the Michigan Milk Producers Association, MMPA, a cooperative organization with a 108-year history, to launch fresh milk in the US.
Under this partnership, MMPA will be responsible for collecting and processing the milk, while GCMMF will take care of the marketing and branding of Amul fresh milk.
According to details, the initial distribution of Amul milk will cover areas including New York, New Jersey, Chicago, Washington, Dallas, and Texas. Amul plans to gradually extend its reach to major cities across the US.
This positive development comes after India, the world’s largest producer of spices faced significant challenges in global markets like Hong Kong, Singapore, the US, and Australia due to contamination concerns with major spice brands Everest and MDH.
Despite the bad publicity received, Amul has successfully turned the tide around; last month, GCMMF Managing Director Jayen Mehta stated that the cooperative also aims to expand to countries beyond the US.
Amul products, such as paneer, curd, flavoured milk, ice creams, chocolates, and more, are already exported to over 50 countries in Asia, the Gulf, and Africa, primarily serving the large Indian diaspora.
Booking In New Products
According to a report last week, Amul is introducing a ‘super milk’ in India that contains an impressive 35 grams of protein per glass.
Currently, Amul’s toned milk offers about 3 grams of protein per 200 milliliters, while the full cream variant contains approximately 7 grams of protein.
Simultaneously, the cooperative is also planning to enter the organic spices market, as stated in the report. This is a significant move, especially since recent reports have caused much erosion of trust.
“Organic masalas will be available in the market this week. Additionally, 20 more products, including gur (jaggery) and sugar, will soon be launched from our organic division,” said Mehta.
Amul has already introduced high-protein versions of lassi, milkshakes, buttermilk, and whey protein on its e-commerce platform in India, each offering 15-20 grams of protein per serving.
The report highlighted that besides the high-protein milk, the company, which achieved an annual turnover exceeding Rs 55,000 crore ($7.2 billion) in FY23, is set to launch a range of organic products next week.
Stepping Up Into The Game
Earlier this month, the Indian dairy giant announced its sponsorship of the USA and South African cricket teams for the upcoming T20 World Cup, starting in June.
At a ceremony held in New York on May 2, Amul was named the Lead Arm sponsor of the USA national cricket team.
“The goodness of Amul Milk will empower the USA Cricket team to win hearts and accolades worldwide. We extend our best wishes to the team for the upcoming ICC T20 World Cup 2024,” Mehta said.
This is not the first instance of the dairy cooperative sponsoring an international team. Amul has a history of sponsoring cricket teams, including the Netherlands.
A Bit About ‘The Taste Of India’
Established in 1946, Amul’s journey began in Anand, Gujarat, as a response to the exploitation of local milk producers by middlemen. The name Amul stands for ‘Anand Milk Union Limited’.
Amul was formed under the leadership of Tribhuvandas Patel, with support from Sardar Vallabhbhai Patel.
The cooperative aimed to create a fair marketplace for dairy farmers, ensuring they received fair returns for their milk. Dr. Verghese Kurien, often called the ‘Father of the White Revolution’ in India, joined the cooperative in 1949. His leadership transformed Amul into a global model for the dairy industry.
Under Dr. Kurien, Amul launched Operation Flood, the world’s largest dairy development program, which significantly increased milk production and established India as the world’s largest milk producer.
Over the decades, the cooperative introduced several pioneering products, including the first milk powder made from buffalo milk and the iconic Amul butter, whose witty and topical advertisements have become an integral part of Indian pop culture.
Today, the Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets Amul products, has grown into the largest food product marketing organization in India.
The Last Bit, there is something to be said about Amul, not only did the company start on a sound footing (where it intended to do much for the farmers) but has evolved into one of the most iconic brands in India.
The brand introduced a certain charm to its advertising that had many in splits with its witty tag lines, simultaneously the brand has evolved into one that is greatly ‘trusted’ by its patrons not only in India but also abroad.
