Amul ‘Pro’ priced about 20% lower than MNC brands.

AmulHyderabad: The Gujarat Cooperative Milk Marketing Federation (Amul) is determined to get a turnover of Rs. 20,000 crore by the year 2020, up from the recent Rs. 11,670 crore, said its Managing Director, RS Sodhi.

On Monday, he told that amongst the initiatives they had taken up were paying the highest ever price for milk procurement from farmers in Gujarat and increasing procurement from other States like Maharashtra, Haryana, Rajasthan, Uttar Pradesh and West Bengal that presently constituted about 15 per cent. These apart, they were also joining their product portfolio, he said.

He stated that the price paid to farmers, hiked by 50 per cent over 3 years, was taken considering the increasing feeling among the younger generation that dairy farming was not remunerative and unviable.

Though, the demand for milk was on the rise and per capita consumption was currently 265 milli-litres a day.

After launching its latest product, the protein malt beverage Amul ‘Pro’ in the Andhra Pradesh market, he said it was priced at concerning 20 per cent lower than its competitors comprising multi-national brands, white beverages like Horlicks and Complan and the brown varieties consisting Bournvita and Boost.

The market was approximate at Rs. 3,000 crore and Amul was confident of taking regarding 10 per cent by the end of the fiscal.

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