Amul is scaling up its portfolio on non-dairy products to transform the 77-year-old brand into a total foods and beverages company.
Jayen Mehta, the new Managing Director, said it will help the company to compete with Nestle, Britannia, Coca-Cola and ITC. He acknowledged that dairy remains the core. “But we have a robust pipeline of growth, we want to straddle every foods category consumers use in the kitchen, and we are going about it with speed, scale and larger investments.”
Mehta said Amul is not worried about competition as more players help in building products and categories. “We have to compete, we are competing with Coca-Cola with products like seltzers, with Britannia in cheese and cookies, with ITC in staples, and so on.” The dairy company believes the bigger market to explore is small towns and rural India.
The executive believes the Amul model has the potential to go international. In 2022, the Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) said the Amul brand is foraying further and added Amul Organic Whole Wheat Atta to its portfolio. R.S Sodhi, MD, GCMMF, said the cooperative is in the process of developing a pool of organic farmers and replicating their existing milk model in the organic sourcing. Amul will be launching moong dal, tur daal, chana dal, and basmati rice in its organic portfolio, with the production of Amul organic atta to be done at state-of-the-art processing facility, Tribhuvan Das Patel Mogar Food Complex.
