Amul launches premium milk 'Amul Diamond' worth Rs 44 per litre

AHMEDABAD: Homegrown dairy brand Amul from Gujarat Co-operative Milk Marketing Federation has launched " Amul Diamond" in the Ahmedabad and Saurashtra markets, an offering in the premium category. The pouch milk variant would have a minimum of 7 per cent Fat content and 9 per cent Solid-not-Fat (SNF).

Amul Diamond is targeted at the customers looking for more creamy milk. The distinguishing features of this milk are creamy taste, thicker texture and richer aroma.

The product would be sold at price point of Rs 22 per 500 ml pouch (Rs 44 per litre).

Amul currently markets Amul Full Cream Milk (min 6 per cent fat), Amul Shakti Standardised Milk (4.5 per cent fat), Tea Special Milk (4.5 per cent fat), Cow Milk (3.5 fat), Taaza Toned Milk (3 per cent fat) and Double Toned Milk (1.5 per cent fat) in Ahmedabad market.

GCMMF MD RS Sodhi said the product will help fill the void for consumers' preference of having creamy milk in the premium category. He said this will expand the pouch milk market and attract consumers who are buying loose buffalo milk and help them shift to processed, pasteurized Amul Diamond Premium Full Cream Milk.

Chief General Manager of GCMMF KM Jhala Amul sells 40 lakh litres of milk per day in Gujarat. Since Amul Gold Full Cream Milk is GCMMF's largest selling variant, new Diamond Milk will expand the category, he added.