The Hindu Business Line : Amul may witness 50 pc increase in exports

GUJARAT Cooperative Milk Marketing Federation (GCMMF), better known as Amul, is expected to end the current year with 50 per cent rise in exports, to Rs 180 crore.

Amul branded product exports increased 100 per cent to Rs 120 crore in 2004-05.

The federation has entered new overseas markets such as Mauritius, Australia, China and a few South African countries during the year.

The product range includes butter, cheese, srikhand, gulab-jamuns, paneer and tetra pack milk. Ice-creams are finding a limited market in Singapore and Hong Kong.

Market presence has also gone up by 25 to 30 per cent in the existing markets such as Singapore, Hong Kong, UAE, the US and Bangladesh.

In the domestic market, Amul has repositioned its focus on marketing of fresh milk in pouches.

The Chief General Manager (Marketing), Mr R.S. Sodhi, told Business Line that the farmer-friendly procurement strategy adopted by the federation two years back had led to a spurt in procurement.

Bulk of the additional production was directed towards fresh milk market.

"We are now procuring over 80 lakh litres of milk from the farmers per day which is roughly seven lakh litre (12 per cent) higher than the average daily procurement in 2004-05.

Accordingly, our daily fresh milk sales has gone up by six lakh litres (20 per cent) from 29 lakh litres to 35 lakh litres," he said.

Though procurement cost has gone up by over 15 per cent in the last two years, this was not passed on fresh milk buyers.

"We have not increased prices of fresh milk," Mr Sodhi said. Prices of other products, however, have seen a rise.

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