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Come Gandhi Jayanti, the icon of cooperative movement, Amul will jump to the next generation retailing of milk and milk products. The Gujarat Cooperative Milk Marketing Federation (GCMMF) will sell its milk products through an exclusive digital platform provided by e-commerce major Infibeam.com.
“More and more consumers are shifting to e-commerce. We want to be present on all platforms. With this digital platform, we will be able to sell even perishable product like milk online with same day delivery. The platform will be up and running by October 1," R S Sodhi, managing director, GCMMF told BusinessLine.
Besides the liquid milk, the other products include curd, butter, cheese, cottage cheese among others. Initially, the service will be made available only in Ahmedabad city.
Earlier this month, GCMMF executed an agreement with Ahmedabad-based Infibeam Incorporation to obtain online e-commerce and mobile platform with integrated logistics framework for on-demand customer purchase of Amul Products.
Amul would not need to make changes to its existing distribution network to meet the online demand. Infibeam will take the order and pass on to an Amul distributor, who will arrange the quickest delivery.
"Infibeam will make a special App for Amul and manage the logistics just the same as they do it for any other products. All the products will be supplied through our distributors as per order," he added. Amul already has presence across India with over 10,000 dealers and more than a million retail outlets.
It is for the first time, Amul would sell its milk products through exclusive e-commerce platform. Some of the Amul products are available on select e-commerce platform, but a full-fledged exclusive online B2C segment is a first for Amul.
Ahmedabad-based e-retailer, Infibeam is engaged in providing online retail services. The NSE-listed e-commerce player offers cloud-based, modular, customisable and scalable technology platform, e-commerce infrastructure and logistics support for a diverse universe of merchants, products and services.
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