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Amul to be in US

USA 27.03.2024
Source: The DairyNews
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In 2014, I recall reading a piece of news regarding the Indian Dairy Sector: "Amul to be manufactured in US from Feb 2014." This initiative saw Amul partnering with NRI Piyush Patel to produce 50 tonnes of shrikhand, 100 tonnes of paneer, and 200 tonnes of ghee per month in New Jersey. However, this ambitious plan did not materialize.
Amul to be in US
Prashant Tripathi
Prashant Tripathi
Director of Market Development at Jordbrukaren in India
Fast forward to 2024, a decade later, and this dream appears to be finally taking shape. Amul (GCMMF) is embarking on a significant endeavour by launching its brand in the USA, collaborating with the Michigan Milk Producers Association (MMPA) to introduce fresh milk into the US market. MMPA will handle the collection and processing of the milk, while GCMMF will focus on marketing and branding Amul fresh milk.

This development is undoubtedly positive news for Indian dairy businesses venturing into the global arena. However, let's analyze the current situation:

1. Amul is evidently targeting the Indian diaspora to drive its market penetration. According to a 2018 report from the Ministry of External Affairs, there are approximately 4,460,000 (44.60 Lakhs) Indians residing in the United States.

2. While Michigan itself has a relatively small Indian population of around 124 thousand, sales could benefit from nearby major cities with significant Indian communities.

3. The launch of liquid milk serves as a gateway for introducing other products, especially considering the decline in liquid milk consumption observed in the US market.

Jayen Mehta and the Amul (GCMMF) team deserve big kudos for this step. JORDBRUKARE wishes them luck and success in their current endeavour.

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Jon Patterson
Jon Patterson
Owner of Patterson Farms in Cayuga County and director of the Northeast Dairy Producers Association.
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Ching Yee Lin
Ching Yee Lin
copywriter who focuses on the historical and contemporary issues concerning the Singapore society
18.04.2024
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