Amul brand turnover set to double

The Amul brand will soon become the sole representative of liquid milk in the cooperative sector in Gujarat. The dairy union members today unanimously approved the Gujarat Co-operative Milk Marketing Federation's (GCMMF) proposal to bring all 12 district co-operative milk unions under one common 'Amul' brand. GCMMF has also chalked out plans to bring all other products under one common brand over a period of time.

Parthi Bhatol, chairman of GCMMF said: "All the members present today have decided to come under the common brand of Amul for liquid milk. Latest by mid-October all the unions will turn their brands for liquid milk to Amul."

Local liquid milk brands include Sugam in Vadodara, Sumul in Surat, and Uttam in Ahmedabad, Vasudhara of Valsad, Gopala in Rajkot and Panchamrut in Panchmahals, all of which will now be sold as Amul.

Currently, the GCMMF markets different dairy products under the brand names Amul and Sagar with Amul having the major stake. "Under one common umbrella, the market size of liquid milk will be Rs 2,000 crore,"
B M Vyas, MD of GCMMF. Currently, Amul has a sales turnover of Rs 1,000 crore whereas other brands contribute another Rs 1,000 crore in liquid milk segment.

"We expect to garner a further 10-15% rise in this market with brand Amul in place," Bhatol said.