Amul, the largest milk brand in India, on Tuesday introduced a rich and creamy pouch milk variant under the brand name of Amul Diamond in the Delhi and NCR market.
The new launch is targeted at the customers looking for more creamy milk.
The latest launch from Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), which markets Amul brand of products offers a minimum of 7 per cent fat content and 9 per cent solid-not-fat (SNF) content.
Vipul Chaudhary, chairman, GCMMF said that the new product would help fill the void for consumers' preference of having creamy milk in the premium category. "This will expand the pouch milk market and attract consumers who are buying loose buffalo milk and help them shift to processed, pasteurised Amul Diamond Premium full cream milk," he said.
"The distinguishing features of this milk are creamy taste, thicker texture and richer aroma," Amul said in a statement.
The product would be sold at price point of Rs 23 per 500 ml pouch and Rs 45 per 1 litre pack and will be made available at all Amul parlours, Amul milk selling booths, retail outlets and modern format stores.
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The product was launched today in the presence of 300 Amul milk distributors of NCR.
Amul is the market leader in NCR’s pouch milk market with daily sales of 2.4 million litres per day, R S Sodhi, managing director of GCMMF Ltd, informed.
"Since Amul Gold full cream milk is our largest selling variant, new Diamond Milk will expand the category. We shall continue to delight our consumers by introducing innovative product in different categories," Sodhi said.
He also added that GCMMF is expecting to clock a sales turnover of Rs 14,000 crores during current financial year.
Dudhsagar dairy sets up plant in Gurgaon
Mehsana's Dudhsagar dairy, a member of Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) has set up a new dairy at Gurgaon in Haryana with 3 million liters per day capacity and an investment of ' 350 crore. R S Sodhi, MD, GCMMF, which markets Amul brand of products said that the dairy would process milk, curd and butter milk and would serve the national capital region (NCR) market. As for procurement, he added that,"Currently we procure around 50 per cent milk from Delhi, and the remaining from Gujarat. With this new dairy, we plan to increase our procurement from the NCR region."