After US, Amul setting sights on other markets for fresh products, says MD Jayen Mehta

After announcing plans to launch fresh milk in the US, Jayen Mehta, MD of Amul says the company is actively exploring opportunities in other global markets and could make some announcements soon.

On March 25, Amul said the Gujarat Cooperative Milk Marketing Federation (GCMMF) will launch four variants of milk in the US market within a week, to cater to the Indian diaspora and Asian population. .

Mehta said the US per capita consumption of milk is around 75-100 gallons per year or roughly two gallons per week,

Amul plans to focus on expanding the distribution and making the product available at all the Indian grocery stores and the supermarket chains.

Since US is a competitive market,  the company is confident of getting the best price of milk there.

“We are selling a product, which is not available or never has been sold in the US market, which is milk with 6% milk fat, Amul Gold. So this will be premium priced,” he said.

Amul has already been exporting Amul butter, cheese, ghee, shrikhand and all the dairy products to the US for the last 25 years and more than 50 countries over the last 50 years. However, it will be selling fresh milk for the first time.

The company will start by selling the Indian recipe of ‘Amul Gold’ with 6% fat, ‘Amul Shakti’ with 4.5% fat, ‘Amul Taaza’ with 3% fat and ‘Amul Slim 'n' Trim’ with 2% fat in the US market.

Mehta said the GCMMF has tied up with the 108-year-old cooperative organisation Michigan Milk Producers Association (MMPA) to launch fresh milk in the US market.

The milk collection and processing will be done by MMPA, while GCMMF will do marketing and branding of Amul fresh milk.

The fresh milk will be available in New York, New Jersey, Chicago, Washington, Dallas and Texas among others. GCMMF will target non-resident Indians (NRIs) and the Asian population.

GCMMF would also launch fresh milk products like paneer, curd and buttermilk.