Amul Pouch Milk is going to foray into the Hyderabad market soon, with its producer, the Gujarat Cooperation Milk Marketing Federation (GCMMF), announcing the launch of its operations in the city, here on Friday.
This will be the brand’s entry into South Indian markets too.
Three products, Amul Taaza toned milk, Amul Gold full cream milk, and Amul Slim-n-Trim double toned milk will be made available in pouches, across retail outlets within the city, informed the Managing Director of the Federation R.S.Sodhi while addressing the media and distributors at the launch event.
Tie-up with Nalgonda milk producersThe leading producer of North India will bank on the supply chain inefficiencies of the existing 15-16 brands, besides the quality of its own products and competitive pricing, Mr.Sodhi said.
TargetThe target is to capture at least 25 per cent of the market in two years.
Towards this, the federation has tied up with the Nalgonda Cooperative Milk Producers Union which has processing capacities for three lakh litres of milk per day.
Amul toned milk is priced at Rs.38 per litre, full cream milk at Rs.50 per litre, and double toned milk at Rs.10 per 300 ml pouch.
Middlemen to be ruled outThe prices are way below those of the existing brands, Mr.Sodhi said, and observed that the most expensive milk in the whole country is being sold in Hyderabad.
Amul will strengthen its supply chain by ruling out middlemen, and having only distribution agents and retailers.
Further, measures will be taken to see that the consumers get the milk within 100 metres limit.
Steady growthTracing the history of Amul’s expansion, Mr.Sodhi said though existing as a brand in Gujarat since 1946, Amul first forayed outside in Delhi against a well entrenched brand ‘Mother Dairy’. Banking on the lacunae of the monopoly, it became No.1 in five years, Mr.Sodhi said.
Since then, the brand has established itself in Delhi & NCR, Uttarakhand, Uttar Pradesh, West Bengal, Maharashtra, Madhya Pradesh, Rajasthan, Chhattisgarh, Jharkhand and Goa.
