Amul set to enter European market following successful US launch

INDIA – Amul, a leading dairy brand from India, is set to make its debut in the European market after its successful launch in the US market. 

Jayen Mehta, Managing Director of the Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), announced the plan during the 11th Dr. Verghese Kurien Memorial Oration at XLRI, highlighting the transformative impact of the Amul cooperative model.

Mehta expressed confidence in Amul’s ability to thrive in the European market, describing the upcoming entry as a historic milestone for the brand. 

“India is now the largest milk producer in the world and is set to produce one-third of the world’s total milk in the coming years,” he stated.

Since launching its fresh milk products in the US earlier this year, Amul has seen high demand, prompting plans to expand its offerings internationally. 

Mehta noted that the company’s focus on protein-rich, organic, and chemical-free products has resonated well with consumers. 

He attributed the cooperative system’s success to the vision of Dr. Verghese Kurien, the founder of Amul, who pioneered a model that transformed India’s dairy sector.

Amul currently collects over 31 million liters of milk daily from 36 lakh farmers and operates 107 dairy plants across India. 

With a turnover of ₹80,000 crore, the brand ranks as one of the strongest dairy and food brands globally, selling around 22 billion packs annually.

Nirmala Kurien, Dr. Kurien’s daughter, also addressed the gathering, reflecting on her father’s dream of turning a milk-deficient nation into a self-sufficient one. 

“Today, India stands as the world’s largest milk producer,” she affirmed.

Fr. S George, Director of XLRI Jamshedpur, highlighted Dr. Kurien’s commitment to making a difference in the dairy sector, a legacy that continues to shape Amul’s mission.

Earlier in 2024, Amul partnered with the Michigan Milk Producers Association (MMPA), a 108-year-old dairy cooperative in the US, to introduce its range of fresh products, including Amul Taaza, Amul Gold, Amul Shakti, and Amul Slim n Trim, catering to consumers’ diverse tastes.

Recently, Brand Finance, UK, recognized Amul as the world’s strongest food brand and the strongest dairy brand for 2024, underscoring its global impact and continued commitment to quality. 

This recognition was highlighted in Brand Finance’s annual “Food & Drink 2024” report, which assesses the most valuable and strongest brands across the food, dairy, and non-alcoholic drinks sectors.

As Amul prepares to expand further into Europe, it aims to bring the cooperative model to a global audience, fostering growth and opportunities for dairy farmers worldwide, echoing Dr. Kurien’s vision for sustainable dairy development.

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