There has been a view among the top brass at Amul that the US market’s potential has not been fully exploited. But none of this relates to the complexity of the market or the lack of effort from Amul. It’s just that access to a multitude of consumers has always been a challenge.
Over the previous year, that has been addressed when Amul become a part of the Amazon Global Selling program. The program has allowed a bandwagon of over 23,000 Indian sellers, entrepreneurs, manufacturers and even SMEs — irrespective of their size — to sell their products across the world. Although the revenue from the US is still not significant (overall Rs.270 crore), it can easily double each year, says R S Sodhi, managing director, Gujarat Cooperative Milk Marketing Federation, the entity that markets Amul products.
Before the arrangement with Amazon, Amul reached out to the Indian diaspora in the US by having a modest presence in 2,000 outlets. In late 2014, Amul, after having been in the US for two decades, opened its plant in Waterloo in upstate New York to manufacture ghee, paneer and shrikhand.
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