Amul, a global dairy leader, is entering the U.S. market through a partnership with the Michigan Milk Producers Association. Initially available in major cities, this expansion marks Amul’s commitment to bringing its high-quality products, including milk and dairy innovations, to American consumers.
Founded in 1946 in Anand, Gujarat, Amul was established to combat the exploitation of local milk producers by middlemen. Originally named Anand Milk Union Limited, the cooperative was led by Tribhuvandas Patel with support from Sardar Vallabhbhai Patel. In 1949, Dr. Verghese Kurien, known as the ‘Father of the White Revolution,’ joined Amul and played a pivotal role in transforming the cooperative into a global dairy leader. Under Kurien’s leadership, Amul launched Operation Flood, the world’s largest dairy development program, which revolutionised milk production in India.
Product Range
Over the years, Amul has introduced numerous innovative products, such as the first milk powder made from buffalo milk and the iconic Amul butter. The cooperative’s witty advertisements have become a beloved feature of Indian pop culture, further cementing its place in the hearts of consumers.
Amul’s U.S. Market Entry
Amul has officially launched its fresh milk products in the U.S. market through a partnership with the Michigan Milk Producers Association (MMPA), a 108-year-old cooperative organisation. This collaboration promises to bring the same high-quality milk products available in India to American consumers. The Gujarat Cooperative Milk Marketing Federation (GCMMF), which oversees the Amul brand, has joined forces with MMPA, with the latter handling milk collection and processing, while GCMMF manages marketing and branding.
Initially, Amul milk will be available in major U.S. cities, including New York, New Jersey, Chicago, Washington, Dallas, and Texas, with plans for gradual expansion across other major cities. GCMMF Managing Director Jayen Mehta highlighted the cooperative’s future plans, stating that Amul aims to expand beyond the U.S. into other international markets. Currently, Amul products, including paneer, curd, flavoured milk, ice creams, and chocolates, are exported to over 50 countries across Asia, the Gulf, and Africa, primarily serving the Indian diaspora.
New Product Offerings and Expansion Plans
Amul is also set to introduce a range of high-protein products in India. Recent reports reveal that Amul’s “supermilk” contains 35 grams of protein per glass. Presently, Amul’s toned milk offers around 3 grams of protein per 200 millilitres (ml), while the full cream variant provides approximately 7 grams. The cooperative is also planning to enter the organic spices market, with new products such as organic masalas, jaggery, and sugar set to launch soon.
The company’s high-protein versions of lassi, milkshakes, buttermilk, and whey protein, which provide 15-20 grams of protein per serving, are already available on its e-commerce platform in India. Amul reported an annual turnover exceeding INR 55,000 crore (approximately USD 7.2 billion) in FY23.
Sponsorship and Global Presence
In addition to its product launches, Amul recently announced its sponsorship of the USA and South African cricket teams for the upcoming T20 World Cup. The announcement was made during a ceremony in New York on May 2, where Amul was named the Lead Arm sponsor of the USA national cricket team. Dr. Jayen Mehta expressed confidence that the sponsorship would enhance the visibility of Amul Milk globally.
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