Amul builds its arsenal

GCMMF focuses on supply chains, processing technology and positioning the brand as a global label

After years of comfortably dominating the dairy market, Amul’s turf is being encroached upon by a bunch of new entrants. From big multinationals to local dairy giants, there is a rush of brands preying on its market and Gujarat Cooperative Milk Marketing Federation (GCMMF), owner of the Amul brand, is fighting back. With more ambitious brand associations, a stronger supply chain and a technological upgrade for its processing facilities, the cooperative is going all out to protect brand Amul.

To keep competitors at bay, GCMMF has drawn up an expansion blueprint worth Rs 800 crore for the domestic market that