Amul | New milk shake? Amul now eyes MP brand

The BJP-led MP govt wants to adopt the Gujarat-based Amul-like model for Sanchi in MP, sources told TOI, adding that whether Amul will 'assist' Sanchi to increase its base in MP or take it over will be decided soon after Lok Sabha polls.

Published by: Damián Morais
Ankur Sirothia

The BJP-led MP govt wants to adopt the Gujarat-based Amul-like model for Sanchi in MP, sources told TOI, adding that whether Amul will ‘assist’ Sanchi to increase its base in MP or take it over will be decided soon after Lok Sabha polls. Since Jan this year, several rounds of discussions have taken place between the animal husbandry department and Amul on this.

Amul is in talks for a possible takeover of Sanchi Dairy – a brand as familiar to Madhya Pradesh homes as Nandini in Karnataka, and just as emotive.

MP govt feels it will be beneficial for the state’s dairy farmers. Principal secretary of animal husbandry and dairy department, Gulshan Bamra, told TOI, “A decision on Amul’s role in MP for the benefit of milk-producing farmers will be decided by govt soon.”

Since Jan this year, several rounds of discussions have taken place between the animal husbandry department and Amul on this. Officials said Amul is keen on a takeover and merger of Sanchi with Amul. However, govt is wary of a Karnataka-kind Amul vs Nandini battle that turned into an explosive political issue during the assembly polls there around this time last year.

On Jan 10 this year, MP chief minister Mohan Yadav took part in a joint meeting of Sanchi and Amul in Ahmedabad to ensure procurement of milk from milk producers of MP and help dairy farmers’ interest getting guarded.

At the Ujjain investors’ summit in March, the MP govt wanted to enter into an MoU with Amul for collaboration to promote Sanchi. “It couldn’t happen, despite last minute efforts, as Amul was not keen on it (collaboration) and MP govt had nothing to offer to get it interested,” said an official.

Sanchi is one of MP’s best known brands. Run by Madhya Pradesh State Cooperative Federation, it boasts of a range of products from milk and milk products to sweets.

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Amul, Sanchi

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