Amul targets $2.5bn revenue by 2010

After becoming the first ever co-operative in India to enter the billion-dollar club, the Gujarat Cooperative Milk Marketing Federation, better known as Amul, is now aiming over $2.5 billion (Rs 10,000 crore) turnover by 2010.

"To achieve the Rs 10,000 crore-plus turnover target by 2010, we will focus on enhancing milk procurement, marketing, beverages and exports," R S Sodhi, chief general manager, Gujarat Cooperative Milk Marketing Federation (Amul) told PTI.

In the last financial year, Amul had crossed Rs 4,300 crore in revenues, while in the ongoing fiscal, it expects to touch Rs 5,200 crore.

Amul has initiated the process of tying up with dairy co-operatives for milk sourcing, while also giving its products a new look to attract wider a consumer base.

"Sourcing of milk is the biggest problem and Gujarat alone cannot meet our requirements. So, we are looking for supplies through tie-ups with other dairy cooperatives, including states like Maharashtra and West Bengal," Sodhi added.

Besides, the co-operative is planning an image makeover for its products to keep in tune with the changing times and attract younger consumers.

"We have decided to change the look of our brands to attract the youth. Plus, with organized retail coming in, our products need to look attractive in order to stand out from the rest on the shelf," Sodhi said.