In a historic move, the Gujarat Cooperative Milk Marketing Federation (GCMMF) is poised to introduce Amul fresh milk in the United States, marking its first venture outside India. With a strategic partnership with the Michigan Milk Producers Association (MMPA), Amul is set to offer four variants of milk to consumers in the US market.
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Amul’s Entry into the US Market
GCMMF Managing Director, Jayen Mehta, announced the milestone, highlighting the significance of this expansion. While Amul has a longstanding history of exporting dairy products globally, this marks the first time the renowned brand will offer fresh milk beyond Indian borders.
Operational Strategy
Under the partnership with MMPA, the milk collection and processing will be handled by the latter, while GCMMF will focus on marketing and branding of Amul fresh milk in the US market. Mehta emphasized that the recipes for the products will remain true to Amul’s standards, ensuring consistency and quality.
Availability and Target Market
Amul fresh milk will initially be available in key cities including New York, New Jersey, Chicago, Washington, Dallas, and Texas. The company aims to cater to non-resident Indians (NRIs) and the Asian population residing in the US, leveraging its strong brand presence and reputation.
Expansion Plans
In addition to the launch of fresh milk, Amul has ambitious plans to expand its product offerings in the US market. Over the next 3-4 months, the focus will be on branding and marketing efforts to attract consumers. Following the anticipated positive response, Amul intends to introduce additional dairy products such as paneer, curd, and buttermilk in the near future.
Global Reach and Growth
GCMMF’s foray into the US market adds another milestone to its extensive global presence. With exports to over 50 countries, the federation has demonstrated robust growth, achieving a turnover of approximately ₹55,000 crore in the 2022-23 fiscal year, marking an 18.5% increase from the previous year.
Amul’s expansion into the US market signifies a significant stride in its global growth trajectory. With a focus on delivering quality dairy products and leveraging strategic partnerships, the iconic brand is poised to capture the hearts and palates of consumers abroad, while continuing to uphold its legacy of excellence.
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