Amul Expands: Enters US Market

Indian dairy giant Amul, renowned for its iconic tagline ‘Taste of India,’ has embarked on a significant venture into the US market by introducing its range of fresh milk products. This strategic maneuver marks Amul’s debut in the international fresh milk market, with a keen eye on serving the sizable Indian and Asian communities in the United States.

Jayen Mehta, the Managing Director of the Gujarat Cooperative Milk Marketing Federation (GCMMF), the entity behind Amul, disclosed the collaboration with the Michigan Milk Producers Association (MMPA), a venerable 108-year-old dairy cooperative in the US. Together, they aim to bring Amul’s fresh offerings to American consumers.

Amul’s US lineup will feature four distinct variants of milk: Amul Taaza, Amul Gold, Amul Shakti, and Amul Slim n Trim, catering to a spectrum of consumer preferences. The company plans to distribute these products in one-gallon and half-gallon packaging formats across prominent Indian grocery outlets in the East Coast and Midwest regions.

It asserts that the partnership with MMPA will guarantee adherence to stringent standards in milk collection and processing, with GCMMF spearheading marketing and branding endeavors. The launch is strategically tailored to resonate with non-resident Indians (NRIs) and the wider Asian populace residing in the US. Amul intends to concentrate on robust branding and marketing initiatives in the initial phase, anticipating a favorable reception from the diaspora.

Beyond the milk debut, Amul harbors plans to introduce additional dairy offerings such as paneer, curd, and buttermilk, thereby diversifying its product portfolio in the US market. It is noteworthy that Amul processes upwards of 3.5 crore litres of milk daily and exports to over 50 nations, leveraging a network encompassing myriad farmers and cooperative committees.