USA – Amul, an Indian dairy giant, has expanded its global footprint by entering the mainstream US retail market through a collaboration with Costco, one of the largest retail chains in the country.
The Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the Amul brand, officially launched its Amul Gold fresh milk in gallon packs – 3.78 liters at Costco stores.
The move targets both the Indian diaspora and American consumers, enhancing Amul’s presence in the US market.
“It is a proud moment for us as we have entered mainstream retail in the US,” Jayen Mehta, Managing Director of GCMMF, the apex body of cooperative milk unions in Gujarat said.
He emphasized the importance of this strategic collaboration, stating, “After we launched Amul fresh milk in May, it was widely accepted. It was so far available at all prominent supermarket chains and grocery stores that serve the Indian diaspora.”
“With Costco being one of the largest retail chains, we have strategically launched Amul products to make them widely available across the US market.”
The rollout of Amul’s products began on the East Coast, and plans are in place to distribute them to all 750 Costco stores across the US.
The entry into Costco’s mainstream retail space follows Amul’s earlier partnership with the Michigan Milk Producers Association (MMPA), America’s tenth-largest dairy cooperative.
This partnership, which marked Amul’s first foray outside India, allowed Amul to leverage MMPA’s superior technology for fresh milk production, while maintaining the same high-quality standards and formulations that have made the brand popular in India.
Amul’s US expansion is not limited to fresh milk. The dairy cooperative plans to introduce other popular products like curd, buttermilk, and fresh cream to cater to the increasing demand from the Indian diaspora and other consumers in the US.
The company’s expansion into the US market continues its global growth strategy, which aligns with the vision of its founder, Dr. Verghese Kurien, who is credited with spearheading India’s White Revolution and turning Amul into the world’s largest farmer-owned cooperative.
Amul’s business model focuses on empowering farmers through a cooperative structure that ensures fair pricing and cuts out intermediaries.
This model has been pivotal in transforming India’s dairy industry and is now set to make waves in the US market.
The Michigan connection holds particular significance for Amul, as Dr. Kurien, often hailed as India’s Milkman, was an alumnus of Michigan State University.
Through its partnership with MMPA, Amul continues to uphold its legacy of quality, innovation, and farmer welfare.
The cooperative’s operations are not only built on efficient supply chain management but also on its ability to adapt to diverse markets.
In the US, Amul is utilizing MMPA’s advanced dairy technologies while maintaining its unique product formulations.
The company has already made its products available in key US markets, including New York, New Jersey, Chicago, Washington, and Dallas, with further expansion planned in other cities.
Founded in 1946, Amul began as a grassroots cooperative movement in Gujarat, India, where farmers united to challenge exploitative practices by private firms.
Over the years, it has grown into a global brand known for its high-quality dairy products, effective supply chain management, and innovative marketing strategies.
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