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Amul has launched its products in the US market with the intention of letting the world experience “The Taste Of India.” The Indian dairy behemoth has partnered with the Michigan Milk Producers Association (MMPA), with the help of which the company has released the same range of products available across India in the prominent cities of the US.
The Gujarat Cooperative Milk Marketing Federation (GCMMF) which is responsible for packaging and marketing the product, has joined forces with the Michigan Milk Producers Association (MMPA) which will be responsible for collection and processing. This cooperative move was made possible after Indian Prime Minister Narendra Modi appealed to farmers at GCMMF to strive towards becoming “the largest dairy in the world.”
The tie-up between Amul and MMPA is not only targeted towards the Indian Diaspora, but also lets the world experience the taste of heritage with its vast range of products. Amul's range of dairy products in the US market includes paneer (Indian cottage cheese), curd (yoghurt), and buttermilk, to name a few. This move towards spreading the market globally has the potential to significantly enhance the brand's presence and recognition worldwide.
By entering the US market, Amul is reaching a wide range of consumers who are increasingly interested in trying international foods and high-quality dairy products. This partnership will make authentic Indian dairy products more accessible, satisfying both the nostalgic cravings of the Indian community abroad and the adventurous tastes of new customers. This strategic move highlights Amul's dedication to quality and tradition, while also establishing it as a global leader in the dairy industry, ready to meet the growing demand for diverse and nutritious food products.
The targeted initial supplies in the US will be in New York, New Jersey, Chicago, Washington, Dallas, and Texas, among other cities. And Amul is gradually intending to expand its horizons throughout the country. Currently, Amul products are also exported to many Asian and African countries, and this strategic move towards spreading across the US is set to further cement its presence in the global market.
Jayan Mehta, the managing director of GCMMF, affirms that Amul products will retain the same qualities and nutritional value as they do in India. In fact, Amul has also launched its high-protein product line in India, which includes Supermilk with an impressive 35 grams of protein per glass (200–250 ml) as compared to the toned milk line with 3 grams of protein and full cream milk with 7 grams of protein.
Not to mention, the company has already launched its high-protein lassi, milkshakes, buttermilk, and whey protein variatants available on their e-commerce website.
While this is the first time Amul fresh milk will be seen in groceries, Amul is not foreign to the US audience. In fact, the company has been exporting dairy products to the US for the past 25 years. However, with the collection and processing handled by MMPA, the company is now able to deliver fresh products at reasonable prices, excluding export and tax costs. Jayen Mehta emphasized that despite the partnership, the quality and authenticity of the products will remain essentially Amul.
This is a big move for Amul, and its entry into the US market aims to deeply penetrate the market by offering a range of fresh products, starting with variants like Amul Gold, Amul Shakti, Taza, Slim, and Trim. The strategic choice of MMPA as a partner reflects Amul's intention to leverage its strong foothold in the US, particularly in regions with a significant Indian and Asian diaspora.
Despite the challenges posed by the pandemic, Amul has maintained stable pricing for its products in India. With good inventory levels and government support, the company anticipates continued growth and stability in the coming year.
