India’s biggest dairy brand Amul is set to launch in Europe by the end of this month, according to Managing Director Jayen S. Mehta at this year’s IIFT’s convocation.
“We will be launching milk…fresh products in Europe by the end of this month,” he said.
This follows its recent debut in the U.S., where it introduced four milk variants: Amul Taaza, Amul Gold, Amul Shakti, and Amul Slim n Trim. Some of Amul’s products, including ice-cream and cheese, are also available in Canada.
The company’s foray into Europe will reportedly begin with Spain through a tie-up with a milk corporate. Milk will be procured and produced from the cooperate and processed by it for the sale in the whole of Europe. However, the marketing and branding will of Amul’s.
Beginning with milk, Amul has plans to expand its range of products still further with the launch of ghee, dahi and paneer. It will provide machinery to make those products to the Spanish cooperative.
While the Indian dairy industry faces non-tariff barriers in numerous countries, Mehta has emphasized the importance of support for reducing these obstacles in order to boost exports.
“Try to create a market opportunity for us,” Mehta said, explaining that milk is a source of livelihood for more than 10 crore families in the country and adding that most of the producers are small and marginal farmers.
Amul has grown significantly, achieving an annual turnover of ₹80,000 crore and securing a reputation as one of the world’s strongest dairy brands. Its entry into Europe marks a new milestone in its global expansion while also ensuring that it maintains its traditional roots, catering to the Indian diaspora and Asian population.
