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May 20, 2024

Amul Milk Launches in the US: A Landmark Expansion and Its Rich History

Amul, the iconic Indian dairy cooperative, has made a significant move by launching its renowned milk products in the United States. In a recent advertisement, Amul announced that its milk products are now available in the US, offering the same variety as in India. This strategic expansion is facilitated through a partnership between the Gujarat Cooperative Milk Marketing Federation (GCMMF) and the Michigan Milk Producers Association (MMPA), a century-old cooperative.

A Strategic Partnership for Quality and Reach

The MMPA will be responsible for collecting and processing the milk, while GCMMF will manage marketing and branding efforts. Initial distribution targets major cities including New York, New Jersey, Chicago, Washington, Dallas, and Texas, with plans to expand nationwide over time.

Jayen Mehta, GCMMF’s managing director, has indicated broader ambitions beyond the US, eyeing other international markets. Currently, Amul exports a wide range of dairy products to over 50 countries across Asia, the Gulf, and Africa, catering largely to the Indian diaspora.

Innovations and Product Expansions

In addition to its classic offerings, Amul is introducing new products that cater to evolving consumer demands. According to a CNBC Awaaz report, Amul plans to launch a ‘supermilk’ in India, boasting an impressive 35 grams of protein per glass. This is a significant upgrade from the current protein content in Amul’s toned and full cream milk variants, which contain approximately 3 grams and 7 grams per 200 milliliters, respectively.

Moreover, Amul is venturing into the organic spices market. Mehta revealed that organic masalas would be available soon, along with other organic products such as jaggery and sugar. High-protein versions of traditional beverages like lassi, milkshakes, buttermilk, and whey protein are already available on Amul’s e-commerce platform, providing 15-20 grams of protein per serving.

A Robust Financial Performance and Global Outreach

With an impressive annual turnover exceeding Rs 55,000 crore ($7.2 billion) in FY23, Amul continues to innovate and expand. The company is poised to introduce a variety of organic products next week, further diversifying its portfolio.

In a move to bolster its global presence, Amul has also announced its sponsorship of the USA and South African cricket teams for the upcoming T20 World Cup starting in June. At a ceremony 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 laurels from across the world,” Mehta remarked, underscoring the brand’s commitment to supporting sports and wellness.

A Legacy of Innovation and Fair Trade

Amul’s journey began in 1946 in Anand, Gujarat, driven by the need to combat the exploitation of local milk producers. Formed under the leadership of Tribhuvandas Patel with support from Sardar Vallabhbhai Patel, the cooperative aimed to create a fair marketplace for dairy farmers. Dr. Verghese Kurien, known as the ‘Father of the White Revolution’ in India, joined in 1949, transforming Amul into a global dairy model.

Under Kurien’s leadership, Amul launched Operation Flood, the world’s largest dairy development program, significantly boosting milk production and establishing India as the world’s largest milk producer. Amul introduced several pioneering products, including the first milk powder made from buffalo milk and the beloved Amul butter, famous for its witty advertising campaigns.

A Bright Future for Amul

The GCMMF, marketing Amul products, is now the largest food product marketing organization in India. With its entry into the US market, Amul is poised for further growth and international recognition, continuing its legacy of innovation and commitment to quality.

Jhumpa Lahiri

Jhumpa Lahiri

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