Amul, India’s renowned dairy brand, has officially entered the mainstream retail market in the United States by partnering with Costco. As of Tuesday, Amul Gold, the brand’s fresh milk, is now available on Costco’s shelves, marking a significant milestone in Amul’s journey to reach American consumers and the Indian diaspora. This expansion comes just six months after Amul’s initial foray outside India, following its collaboration with the Michigan Milk Producers Association (MMPA), which facilitated the launch of fresh milk products in the US.
Jayen Mehta, managing director of the Gujarat Cooperative Milk Marketing Federation (GCMMF), expressed pride in this development, stating, “It is a proud moment for us as we have entered mainstream retail in the US.” The fresh milk is now offered in gallon packs (3.78 liters), aiming to cater not only to the Indian community but also to a broader audience of American consumers. Notably, Costco typically sells its own milk brand, Kirkland Signature, which adds an interesting competitive dynamic.
Mehta highlighted that the unique 6% fat formulation of Amul Gold has garnered attention from both Indian expatriates and local consumers. Following a successful launch in May, which saw Amul fresh milk welcomed by various supermarket chains serving the Indian community, the partnership with Costco aims to enhance product availability across the US. Initially rolled out to Costco stores on the East Coast, Amul plans to expand its reach to all 750 stores of the global retailer.
In addition to fresh milk, Amul is set to introduce a range of other dairy products, including curd, buttermilk, and fresh cream, to meet the growing demand from the Indian diaspora. This strategic move underscores Amul’s commitment to expanding its footprint in the international market while maintaining its traditional offerings.
Amul’s collaboration with MMPA, one of America’s largest dairy cooperatives, has allowed the brand to leverage superior technology for its fresh milk products, ensuring that its offerings remain consistent with those popular in India. Founded in 1916, MMPA serves dairy farmers in several Midwestern states and includes multiple processing facilities, solidifying a strong partnership that honors Amul’s rich heritage as India’s “Milkman,” established by the visionary Dr. Verghese Kurien.
With these developments, Amul is poised to make a significant impact on the US dairy market, bringing a taste of India to consumers across the ocean.