Amul will also roll out mass media campaigns, including airing their iconic TV commercial ‘Doodh Doodh Piyo Glass Full Doodh’ in the US.
Amul, the popular dairy brand known for its tagline ‘Taste of India’, has taken a significant step by introducing its fresh milk products on the international platform for the first time. This move marks a milestone for Amul as it ventures into the United States market. This comes month after PM Modi asked Amul to emerge as world’s largest dairy.
Launching their fresh product range in the United States signifies a strategic move by Amul to tap into a market with a substantial Indian and Asian diaspora. The introduction of Amul’s fresh milk products in the United States reflects the brand’s dedication to providing consumers with authentic Indian dairy products while also catering to the diverse preferences of the global market.
“I am pleased to inform that Amul shall be launching its fresh milk products in the United States of America. Happy to inform that we have tied up with a 108-year-old dairy cooperative in the US – Michigan Milk Producers Association, and this announcement was done at their annual meeting on March 20 at Detroit,” ANI quoted Jayen Mehta, Managing Director of Gujarat Cooperative Milk Marketing Federation (GCMMF), which operates Amul as saying.
According to a TOI report, Amul has introduced its range of fresh milk in the United States, offering one gallon and half-gallon packs under the familiar brand names that are popular back home. The variants include Amul Gold (6% milk fat), Amul Shakti (4.5% milk fat), Amul Taaza (3% milk fat), and Amul Slim n Trim (2% milk fat). These products will be conveniently available at leading Indian grocery stores across the East Coast and Midwest regions of the US, catering to the Indian diaspora’s preferences.
In addition to milk, Amul is planning to introduce other dairy essentials like curd, buttermilk, and paneer to meet the increasing demand in the US market.
To support this expansion, GCMMF (the parent company of Amul) will roll out mass media campaigns, including airing their iconic TV commercial ‘Doodh Doodh Piyo Glass Full Doodh’ in the US. This strategic move not only brings a taste of India to the US but also strengthens Amul’s global presence and resonates with the diaspora’s nostalgia for home.
The Gujarat Cooperative Milk Marketing Federation (GCMMF) — the umbrella body of milk cooperatives in Gujarat that markets and sells milk under the brand Amul — has tied up with the Michigan Milk Producers Association to sell “fresh milk” in the East Coast and Midwest markets of the US.
Amul products are exported to more than 50 countries around the world. It has under it 18,000 milk cooperative committees, a network of 36,000 farmers, processing more than 3.5 crore litres of milk per day.