India’s no. 1 fresh pouch milk brand ‘Amul’ now in Guwahati

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Guwahati, Sept 13: Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), the largest food products organization responsible for marketing of ‘Amul’ brand, announced the launch of its pouch milk in Guwahati on Wednesday. Amul is the outstanding example of the power of farmer’s cooperative movement born way back in 1946, before India gained freedom. Amul has now become a household name and all Indians have tasted different Amul products at different phases of their life.

A Rs. 27,000 crore brand, GCMMF, which is selling 125 lakh litres per day of pouch milk across India with 25% market share in pouch milk category, aims to reach out to 17 lakh residents in Guwahati. With this, Amul would be now selling its fresh products in North-East along with Gujarat, Delhi and NCR, Uttarakhand, Punjab, Uttar Pradesh, West Bengal, Maharashtra, Madhya Pradesh, Rajasthan, Andhra Pradesh, Telangana, Chhattisgarh, Jharkhand, Goa, Punjab and Himachal Pradesh.

Speaking on the occasion of milk launch by Amul in Guwahati, chief operating officer, GCMMF, K.M. Jhala, said, “We have identified Assam and North-East Region (NER) as an opportune market for our fresh product offerings. Guwahati has total milk market of about 3.20 lakh litres per day, out of which 50% of milk is sold in loose form. Loose milk doesn’t ensure consistent quality throughout the year which is ensured by Amul pouch milk. We would be selling Pouch Milk, Packed Dahi and Packed Lassi to the consumers of Guwahati who are quality conscious and are willing to associate themselves with the strong brand name of Amul. We would be offering our best quality fresh products at affordable prices to consumers in Guwahati. It will be packed at highly automated plant situated at Chandrapur, which offers hygienic products with high quality standards. Amul is looking to garner a market share of 40% in Guwahati fresh milk market.”

Amul would be marketing toned fresh milk ‘Amul Taaza’ priced at Rs. 22 per 500ml pouch, price point pack at Rs. 10, standardise fresh milk ‘Amul Shakti’, priced at Rs. 24 per 500ml pouch. These packs will be made available from Thursday morning through retail outlets across Guwahati city. Other fresh products like Amul Masti Dahi and Amul Lassi will be introduced within short time. Amul is already selling ‘Amul Taaza’ in tetra pack which is leading with no. 1 position in that segment and very popular among the citizens of Guwahati and North-East Region (NER).

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