Amul to focus on long-life milk brand Taaza

Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), which makes and markets Amul brand products, will focus on marketing of Amul Taaza, the long-life milk in both domestic and export markets following the impressive response it has acquired during the last fiscal year from the domestic market.

The long-life milk market in India has grown from 1.4 lakh litres a day to 1.9 lakh litres a day during March, 2003, to February 2004.

The federation said this can be attributed to the success of Amul Taaza which increased its market share in this segment from 40 per cent in March 2003 to over 65 per cent by end of February this year.

"Long-life milk is one of the safest and healthiest milk options available to consumers all over the world. It is bacteria-free and packed in tamper-proof packs. It is the handiest alternative for fresh milk in India. However, consumption of long-life milk has not been commensurate with its attributes. Now the federation is making all-out efforts to promote this healthy alternative through its Amul Taaza brand. Through a sustained mass-based campaign, the federation is conveying to the consumers the benefits of long-life milk," said a release.

Amul Taaza milk can be stored at room temperatures for over 180 days and does not need refrigeration till cut open.

Using economies of scale and the latest technology, the consumer is assured of a value-for-money product at Rs 20 a litre that makes the switchover from loose or pouch milk which is priced Rs 15-16 a litre, much easier, the release said.

Amul Taaza is also making inroads into the export market and it has already assumed the market leader position in West Asia, Hong Kong, Singapore and Sri Lanka, the release said.

The federation has achieved a significant rise of 18 per cent in its gross sales at Rs 2,893 crore by the end of the fiscal 2003-04 against a sales of Rs 2,400 crore reported in the previous year.

The federation achieved a 15 per cent growth in revenue from ice-cream sales year-to-year and with the range of new products, the federation targets a significant rise in its income from ice-cream.

The federation has been working to strengthen its presence in the neighbouring countries sharing international border with India, including Nepal, Bhutan and Bangladesh.

It is also open to start marketing its Amul-branded products in Pakistan through various points in Gujarat and Punjab, the release said.