preface

1. VADODARA/ANAND: Eyeing a larger share in domestic market, estimated at Rs 1,000 crore
and the export market that has almost remained untapped, Kheda District Co-operative Milk
Producers Union Limited (KDCMPUL) popularly known as Amul Dairy commissioned
country's first fully-automatic paneer plant on Saturday.
Amul commissioned the new facility at its existing cheese plant at Khatraj, near Mehmedabad,
on the occasion of its 64th foundation day and Sardar Patel's 135th birth anniversary. The plant,
where the dairy co-operative is investing Rs 45 crore, will help Amul increase its paneer
manufacturing capacity from present 1,000 tonne per annum to 8,000 tonne per annum.
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Amul mulls US launch via pact with local
units
Madhvi Sally, ET Bureau Jun 27, 2011, 04.34am IST
Tags:
National Dairy Development Board
AHMEDABAD: Cooperative dairy giant Amul plans to launch its operations in the US and
subsequently in European countries. Next month, representatives of Anand-based 65-year-old
Amul dairy will visit the US to plan the country's first multinational cooperative venture.
Amul dairy is managed by one of the 13 members of apex marketing body, the Rs 9774-crore
Gujarat Cooperative Milk Marketing Federation (GCMMF). It is owned and operated by Kaira
District Co-operative Milk Producers' Union while GCMMF markets the Amul brand of milk
and milk products in India and overseas. Currently, GCMMF exports its products through agents
in the Middle East, Europe and the US and earns close to Rs 100 crore of export revenues
annually. However, the Kaira union now plans to set up a dairy plant in the US to produce ghee
and paneer to begin with.
Amul to begin fully automatic paneer production from next week
Posted: Sat Oct 31 2009, 01:25 hrs Ahmedabad:

2. India's oldest dairy, Amul (Kaira District Cooperative Milk Union Ltd), will now be the country’s
first unit to house probably Asia’s first and the largest fully automatic paneer (soft cheese)
manufacturing plant.
The plant will be a non-touch unit having a daily capacity to produce 2,500 tonnes of soft cheese. Set
up near Mehmedabad over 40 acres, it will be further expanded to produce cheese and whey by
March 2010.
Dinsha Patel, the Minister of State (Independent Charge) in the Ministry of Micro, Small & Medium
Enterprises, and BharatisinhSolanki, the Minister of State for Power, will inaugurate the plant on
November 3. Obram, a Poland-based dairy equipment manufacturing company, has set up the plant
in record five months. The total investment of this integrated plant is about Rs 45 crore.
Earlier, soft cheese was prepared with manual intervention as there were no machines available for
its manufacturing. With a few technical changes in the machinery, the dairy will now be able to
produce it without any manual intervention.
Instead of the 50-member staff, the dairy says, the plant will now need 10 to 15 people to supervise the
manufacturing. The dairy will be selling the soft cheese through the Gujarat Cooperative Milk Marketing
Federation (GCMMF), which markets dairy products under the Amul brand name.
“The plant will usher in a new era in the dairy technology. This is a new step towards providing better quality
and hygienic products for which the Amul brand stands,” said Amul chairman RamsinhParmar.
Pointing out that there is a high demand for soft cheese in domestic as well as international market,
dairy MD Rahul Kumar Srivastava said, “The demand from the Gulf countries and Singapore has
been very high. It’s an open market for us. Whatever we will produce will be sold instantly.”
Amul, which has registered a turnover of Rs 1,500 crore this year, sees an increase in the revenues
with this plant getting functional. “Till now, soft cheese constitutes only 2 to 3 per cent of the total
produce. This will now be increased up to 20 per cent,” said Srivastava.
Amul Enters Paneer Market
Anubhuti Singh
Mon, 26 Nov 2007
Amul is all set to enter the Fresh Paneer segment by leveraging its Liquid Milk
distribution network covering over 100000 retail outlets across India. India's top dairy
brand on Monday launched Amul Fresh Paneer .
Amul Fresh Paneer is the latest addition in its product portfolio in its quest to become
the numero-uno brand in the Indian Paneer market.
After establishing itself as a market leader in Frozen Paneer category through its
AmulMalaiPaneer brand commanding over 65% market share in the branded Paneer

3. market, Amul is now entering the Fresh Paneer segment in order to strengthen its
position in the Dairy products category.
To start with, Amul will be launching Amul Fresh Paneer which does not contain any
harmful chemicals or preservatives, in Ahmedabad through its Liquid Milk distribution
network. Amul Fresh Paneer will be available at all Milk outlets in Ahmedabad round
the year in the convenient sizes of 200 g Block priced at Rs. 25/- and 1 kg Block priced at
Rs. 115/-.
Amul Fresh Paneer is an ideal choice since it is made from Pure and Fresh Milk giving it
a rich and creamier taste.
It has high fat content and low moisture content as compared to loose Paneer available
in the market. Amul Fresh Paneer has smooth & uniform texture which is required for
preparing mouth-watering recipes. Since it is available in tamperproof sealed poly-
pouches, the quality of Amul Fresh Paneer does not get affected and can be stored in the
refrigerator for 15 days. Amul Fresh Paneer is easy to use as it can be cut, fried & grated
as per the choice.
Indian Paneer market is estimated to be around one lac metric tonnes per annum, 80%
of which is sold as loose Paneer by local milk vendors. It is the largest dairy product sold
in terms of volume after Liquid Milk.
Paneer is a universally accepted product across Indian sub-continent and is the highest
consumed dairy product. Paneer market can be divided into two major segments viz
consumers & institutions. Institutional segment contribute to over 80% of the total
Paneer market. However this segment is highly price sensitive.

4. Amul Dairy plans to give US, EU taste of Indian ghee,
paneer
Home
Posted: Fri, Jul 8 2011. 1:00 AM IST
Published on page 6
After being the “Taste of India” for the past 55 years, Amul, the butter and cheese brand of
Gujarat Cooperative Milk Marketing Federation (GCMMF), plans to cater to Indian tastes
overseas, a top federation official said.
The dairy company is setting up production plants in the US and Europe—its first outside
India—that will manufacture ghee (clarified butter) and paneer (Indian cottage cheese).
The cooperative plans to highlight the Ayurvedic nutritive qualities of ghee with its “one
spoonful a day” campaign. To appeal to a broader audience interested in the Ayurvedic and
yogic way of life, a new packaging for Amul ghee will display people practising yoga.
“Our first priority is the US market as we already export products there. After that, we will set up
a plant in European Union (EU),” said Rahul Kumar, managing director of Kaira District
Cooperative Milk Producers Union, also known as Amul Dairy and one of the 13 milk
cooperative federations under GCMMF.
For the large non-resident Indian, or NRI, community, Amul is the defining “milk and milk
products brand”, said KiranKhalap, co-founder, Chlorophyll Brand and Communications
Consultancy. He expects Amul will do well outside India given its market leadership here.
Indians living overseas usually celebrate Indian festivals and hence have a huge requirement for
ghee and paneer. Also, India and everything associated with the Indian way of life—its cuisine,
Ayurveda, yoga—evokes interest globally, said S.K. Alagh, chairman, SKA Advisors.
“There is a huge untapped market for ghee outside India, primarily in the US, Canada, Europe,
Middle East and even Australia,” said Alagh, who was previously managing director at bakery
and dairy products maker Britannia Industries Ltd. Ghee as a dairy product has undergone a huge
image transformation, from unhealthy to healthy. Many studies that have highlighted the benefits
of ghee have contributed to this.
For instance, a study by the department of biochemistry and nutrition, Central Food
Technological Research Institute, Mysore, Karnataka, says: “The anhydrous milk fat ghee is one
of the important sources of fat in the Indian diet. Our earlier studies showed that rats fed diets

5. containing greater than 2.5 wt% of ghee had lower levels of serum cholesterol compared with
rats fed diets containing groundnut oil.”
Considering that on an average an Indian living in the country consumes 100 gm of ghee or
paneer every month, the potential market for these products in the US and EU is estimated at
3,000 tonnes a year each, said Kumar.
GCMMF exports only 200-300 tonnes a year at present, most of which is contributed by Amul
Dairy, he added.
Exports contributed only 1% to GCMMF’s Rs.9,774crore revenue for fiscal 2011. With the
commissioning of the new capacities, Amul Dairy expects the US and the EU to generate
revenues of $36 million (Rs.160 crore) a year.
Amul announced its plan for a facility in the US to produce ghee and paneer in late June.
Even smaller rivals such as Parag Milk Foods Pvt. Ltd, which has dairy brand Gowardhan and
Go Cheese, have larger export revenues. Exports to the US and West Asia accounted for Rs.150
crore or 20% of Parag Milk Foods’ revenue of Rs.700 crore in fiscal 2011.
“We are going to increase our marketing and distribution reach in these markets as there is a
huge opportunity,” said Devendra Shah, chairman, Parag Milk Foods.
GCMMF plans to invest Rs.70 crore in the US and the EU. Both plants will have capacities to
manufacture 10 tonnes of ghee and five tonnes of paneer a day. The EU has imposed a ban on
importing milk products from most Asian countries. By setting up a plant there, Amul will be
able to cater to the local market.
In the US, Amul will set up a plant in California, Wisconsin or Virginia to cater to the Chicago
and New Jersey areas that have large Indian populations.
The Amul brand is already an established name overseas. For the last three years, Amul has
featured among the top 100 brands in Campaign magazine’s “Top 1,000 Brands of Asia” survey,
conducted across Australia, China, India, Japan, Korea, Hong Kong, Malaysia, Singapore,
Taiwan and Thailand.
Amul’s global push was also seen during the Cricket World Cup in February when it sponsored
the Netherlands team. The Royal Netherlands Cricket Board had announced that the deal was the
largest international event sponsorship deal in its history.