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Amul, iconic 'Taste of India', expands globally, launches in US market

Written by  Annesha Barua -- March 23rd 2024 01:24 PM
Amul, iconic 'Taste of India', expands globally, launches in US market

Amul, iconic 'Taste of India', expands globally, launches in US market

PTC News Desk: Amul, known as the 'Taste of India', is embarking on its first international venture by introducing its fresh dairy products in the United States. This significant expansion marks a milestone for the iconic Indian dairy brand, extending its reach beyond national borders.

Jayen Mehta, the Managing Director of Gujarat Cooperative Milk Marketing Federation (GCMMF), the entity behind Amul, proudly announced the collaboration with Michigan Milk Producers Association, a reputable 108-year-old dairy cooperative in the US. The announcement was made during the annual meeting of the association held on March 20 in Detroit.


Mehta expressed his enthusiasm, stating, "This marks the inaugural launch of Amul's fresh product line outside of India, and in a market as significant as the United States, which boasts a substantial Indian and Asian diaspora."

The move aligns with Amul's vision to become a leading global dairy company, as emphasised by Prime Minister Narendra Modi during the brand's recent golden jubilee celebrations. Modi commended Amul's entrepreneurial journey, likening it to a sapling planted by Gujarat's farmers half a century ago, which has now flourished into a towering tree.

Amul's international footprint already extends to over 50 countries worldwide. With 18,000 milk cooperative committees and a network of 36,000 farmers, the brand processes more than 3.5 crore liters of milk daily, solidifying its position as a powerhouse in the dairy industry.

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The evolution of India's dairy sector, catalysed by dairy cooperatives since the inception of Operation Flood, is integral to the nation's growth narrative. India, now the largest milk producer globally, contributes approximately 21 per cent of the total milk output.

Reflecting on the past, India's dairy landscape during the 1950s and 1960s was starkly different, characterised by a deficit and reliance on imports. The transformative visit of Prime Minister Lal Bahadur Shastri to Gujarat's Anand district in 1964 laid the groundwork for change. Subsequently, the National Dairy Development Board (NDDB) was established in 1965 under the stewardship of Verghese Kurien, hailed as the "Father of White Revolution" in India.

Kurien, along with his team, spearheaded Operation Flood, aimed at replicating the successful 'Anand pattern' of dairy cooperatives nationwide. This visionary initiative revolutionised India's dairy landscape, facilitating the organised procurement and distribution of milk from rural milk sheds to urban centers.

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(Inputs from agencies)

 

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