Vadodara: Six months after it first set foot outside India, the ‘Taste of India’ is set to be available in the US as dairy giant Amul has entered the mainstream retail market there.
Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the brand name Amul, has collaborated with Costco, the US-based retailer with one of the largest chains, to make Amul fresh milk available to the Indian diaspora and American consumers.
Tuesday marked Amul Gold’s entry into the mainstream retail space in the US as gallon packs (3.78 litres each) were placed on the shelves of Costco Wholesale.
“It is a proud moment for us as we have entered mainstream retail in the US,” said Jayen Mehta, managing director of GCMMF, the apex body of co-operative milk unions of Gujarat.
Interestingly, Costco sells its own brand of milk by the name of Kirkland Signature. “Our unique 6% fat formulation of Amul Gold has attracted not just the Indian diaspora but also American consumers
“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,” Mehta said.
Amul started its supply of Amul Gold packs to the Costco stores on the east coast. Eventually, it will be rolled out in all the 750-odd stores of the global retailer.
India’s largest milk cooperative will also be launching other dairy products such as curd, buttermilk and fresh cream, in the US to cater to the ever-growing demand from the Indian diaspora.
Earlier this year, the dairy giant made its entry into the US market by partnering with Michigan Milk Producers Association (MMPA), America’s tenth largest dairy cooperative, marking Amul’s first foray outside India.
The partnership between Amul, the world’s largest farmer-owned cooperative and the 108-year-old MMPA was a continuation of the brand’s ties with Michigan.
Hailed as India’s Milkman, Dr Verghese Kurien, the founder chairman of GCMMF who is credited with ushering in the country’s White Revolution, was an alumnus of Michigan State University.
Through its partnership with MMPA, Amul launched its range of fresh milk with the same brand and composition that is popular in India.
Amul has been using MMPA’s superior technology for fresh milk products in the US. Established in 1916, MMPA is a dairy farmer-owned cooperative that serves members in Michigan, Ohio, Indiana and Wisconsin. It has four processing facilities, including a cheese plant in Indiana, a dairy products plant in Ohio and two dairy ingredient plants in Michigan.
