Amul enters US dairy market with launch of fresh milk range

INDIA – The Gujarat Cooperative Milk Marketing Federation (GCMMF) is set to introduce four variants of Amul fresh milk in the United States, marking a significant milestone as the iconic Indian brand ventures beyond the borders of its homeland for the first time.

According to Jayen Mehta, Managing Director of GCMMF, the initiative is aimed at catering to the Indian diaspora and Asian communities residing in the US, showcasing Amul’s commitment to serving its global customer base.

“While we have a longstanding history of exporting dairy products, this marks the inaugural launch of fresh milk beyond Indian borders,” he stated.

He noted that the partnership between GCMMF and the esteemed Michigan Milk Producers Association (MMPA) will facilitate the introduction of Amul fresh milk into the US market.

MMPA will be responsible for milk collection and processing, while GCMMF will oversee marketing and branding efforts for Amul products.

Amul, renowned for its tagline ‘Taste of India,’ is now poised to bring its fresh milk offerings to international consumers, starting with the United States.

Mehta emphasized the strategic partnership with MMPA, a 108-year-old dairy cooperative, during the announcement made at their annual meeting in Detroit on March 20.

“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 affirmed.

Highlighting the vision to expand Amul’s presence and become a leading global dairy company, Mehta referenced Prime Minister Narendra Modi’s endorsement during the brand’s golden jubilee celebrations.

Modi commended Amul’s entrepreneurial spirit and its role in the dairy sector, emphasizing its evolution from a humble beginning to a global powerhouse.

Amul’s success story reflects the transformative journey of India’s dairy sector, catalyzed by initiatives like Operation Flood and the establishment of dairy cooperatives inspired by the Anand pattern.

Verghese Kurien, revered as the “Father of the White Revolution,” played a pivotal role in spearheading these efforts, paving the way for India’s emergence as the largest producer of milk globally.

With exports to over 50 countries and a vast network of milk cooperatives, Amul continues to uphold its legacy of quality and innovation.

According to the company, the launch of fresh milk in the United States symbolizes a new chapter reaffirming its commitment to delivering the authentic taste of India to consumers worldwide while contributing to the growth and development of the global dairy industry.

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