10 dairy unions of GCMMF adopt Amul brand name

Vadodara, Nov 16 (UNI) Ten of the total 12 affiliated district dairy unions of the Rs 3,700 crore Gujarat Co-operative Milk Marketing Federation (GCMMF), Asia's largest integrated dairy products manufacturing and marketing organisation, have adopted a common ''Amul Milk'' brand name to sell their milk.

Even as all the 12 member unions in the GCMMF Board had agreed on September 5 to do away with their respective brands and sell their milk under one brand name ''Amul'' with effect from October 1, the move aimed at further strengthening brand Amul got delayed as some members were apprehensive about their identity and right to fix milk price.

According to GCMMF Chief General Manager R S Sodi, ''Everything has been sorted out, and the two remaining district dairy unions of Surat and Rajkot will be adopting the Amul brand very soon''.

Referring to the earlier proposal to have a uniform pricing of milk, Mr Sodi said it was now open for every member union to fix the price of their milk.

Meanwhile, the Rs 300 crore Baroda dairy, which procures 3.10 lakh litres of milk per day, started selling its milk under Amul brand yesterday.

The Rajkot dairy has also decided to switch over to the Amul brand from December 1, Mr Sodi said.

Defending the Baroda dairy's decision to do away with its own brand for Amul, Baroda dairy managing director Ravindra Mathur said ''It was more important for member dairy unions to strengthen brand Amul rather than competing with each other with individual brand names''.

''It will also be easy for consumers to remember only one strong brand'', he added.

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