Ahmedabad: Prime Minister Shri Narendra Modi will inaugurate the new Amul Cheese factory at Banas dairy on 10th December and will also launch Ámul Deshi A2 Cow Milk on the same day.

The new state-of-the art Amul Cheese factory was built with an investment of Rs. 350 crores and uses the most modern, latest cutting-edge, cheese making-technology from across the world. With commissioning of its new Amul Cheese factory at Palanpur and parallel capacity expansion at its existing Amul cheese factory in central Gujarat, Amul Federation has increased its total Cheese manufacturing capacity, three times. While Amul already has a dominant share of 65% in the cheese retail market, it will now focus its attention on flooding the market with cheese and ensuring rapid penetration of its brand through an extremely aggressive pricing strategy. For Amul, the aim is to swiftly capture maximum share of the Rs. 1200 crores cheese market in India and also to expand the category by making cheese an affordable, mass product in India.

The Prime Minister will also launch ‘Amul Deshi’ A2 Cow Milk, which Amul Federation will market in Ahmedabad with an objective of targeting niche market consisting of conscious consumers seeking pure cow milk from Indigenous cow breeds. The product will be unveiled by Prime Minister, Sh. Narendra Modi at inauguration function of Banas Dairy’s New Cheese Plant at Deesa, Banaskantha, Guajarat.

Managing Director of GCMMF said in a press statement that “This pure A2 cow milk will be procured from Indigenous cows and made available in 50 0ml PET bottles through Amul Parlours of Ahmedabad City exclusively. This product aims to target consumers who require pure cow milk from Indigenous cow breeds. We aim to sell 10000 LPD within 1 month”.

Interestingly, Casein is the largest group of proteins in milk, making up about 80% of the total protein content. A1 and A2 beta-casein are genetic variants of the beta-casein milk protein that differ by one amino acid. The A1 beta-casein type is the most common type found in cow’s milk in Europe (excluding France), the USA, Australia and New Zealand. A1 is a mutated beta-casein protein found in milk. It is believed that the mutated gene started in the Holstein cow breed hundreds of years ago, but has been passed to many other breeds because the Holstein cow has been used to “improve” the production of almost all breeds. Milk from pure Indigenous cow and buffalo breeds has A2 beta casein.

Cow milk is beneficial for healthy bones, dental health, reducing obesity in children, protection from thyroid problems, and cardiovascular health. It has less fat than Buffalo milk and due to this reason suggested to be better for infants and elderly people.

Amul would be marketing this product “Amul Deshi” cow milk priced at Rs. 35.00 per 500ml PET bottle and aims to cover all Amul Parlours within 1 month of launch. Gujarat Co-operative Milk Marketing Federation, India’s largest food products marketing organization is a cooperative federation of 36 lakh milk producers affiliated to 18000 village cooperative societies handle 170 lakh litres of milk every day and sells 120 Lakh Liters per Day of Pouch Milk across India.

DeshGujarat