The Hindu Business Line : Amul aims at trebling milk exports this year

PURSUING an ambitious target to market Amul milk in 50 cities across the country, the Gujarat Cooperative Milk Marketing Federation (GCMMF) is also striving to enhance its presence in the overseas milk market. From Rs 50 crore last year, GCMMF is all set to export milk worth close to Rs 150 crore this year. All the exports are being made under the Amul brand.

"The WTO regime has unleashed unprecedented export opportunities for the dairy sector of the country", according to Mr R.S. Sodhi, General Manager (Sales) of GCMMF.

"Our milk is recognised as of good quality and is produced at a cheaper cost. We had a problem relating to procurement. Accordingly, we are trying to enhance that by introducing remunerative milk farming practices," he told Business Line.

Having increased the average daily procurement by 20 per cent to 78 lakh litre this year, the federation is now exporting variants of Amul milk to West Asia, the US, Africa and neighbouring countries, including Bangladesh and Sri Lanka.

In the domestic market, the federation had already launched Amul milk in Delhi, Mumbai, Pune, Nagpur and Kolkata. Plans were afoot to roll out the same in Kanpur, Lucknow, Chennai and Hyderabad by the end of this year.

Claiming to have secured a 15 and 20 per cent market share in Mumbai and Delhi respectively, sale of Amul milk has already gone up by over 30 per cent, to 29 lakh litres per day.

Of this volume, roughly 10 lakh litres are sold outside Gujarat. "Our aim is to establish Amul as a national brand as soon as possible", Mr Sodhi said.

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