Gujarat Co-operative Milk Marketing Federation (GCMMF), popularly known as Amul, has announced the launch of ‘Amul Organic Atta. Amul has been an outstanding example of the power of the farmers’ cooperative movement born way back in 1946. A household name, Amul is India’s largest, and fastest-growing dairy organisation in the world and is now all set to venture into the organic and prakritik (natural) food industry. The first product to be launched in Amul organic product portfolio is Amul organic whole wheat atta. Further, Amul has plans to launch organic products like organic moong daal, organic tur daal, organic chana daal and organic basmati rice.
On the occasion of commencement of the production of Amul Organic Atta, Chairman Kaira Union, Ram Singh Parmar shared union minister Amit Shah advised Amul to work towards the development of organic and prakrutik food Industry and develop both backward and forward linkages.
The production of Amul Organic Atta is being done at the state-of-art processing facility, Tribhuvan Das Patel Mogar Food Complex. The plant is equipped with highly automated and advanced machinery for processing of various Amul products including Amul chocolates, Amul cookies among other food products.
According to Amul, the organic atta is made from 100 per cent certified organic wheat which is pesticide-free. The organic atta is certified by APEDA. The whole chain is organic certified starting right from the farmers’ fields to a processing facility and trading organisations.
Speaking a the launch, RS Sodhi, MD, Gujarat Co-operative Milk Marketing Federation said that on the sourcing side, Amul was in the process of developing a pool of organic and prakrutik farmers and replicate their existing milk model in the organic sourcing. This would increase the income of organic farmers and will lead to the overall democratisation of the organic and prakrutik food industry. Currently, the major challenge for the farmers is the unavailability of market linkage for organic products and the high cost of organic testing facilities. Therefore, along with the creation of market linkage for organic farmers, Amul is in the process of setting up of organic testing laboratories at five locations across India equipped with advanced technologies to minimise the testing cost. The first lab is being established at the Amul Fed Dairy in Ahmedabad and subsequently, the other labs will come up at various locations across India.
Amul organic atta shall be available in two pack sizes of 1 Kg at MRP of Rs. 60 and 5 Kg at MRP of Rs. 290. Amul organic atta will be launched at Amul Parlors and leading retail stores across Gujarat initially from the first week of June. Further, the online order for Amul organic atta can be placed on its portal for home delivery across Gujarat, Delhi NCR, Mumbai and Pune from June onwards.
RuralMarketing.in is now on Telegram. Click here to join Rural Marketing on Telegram and stay updated with the latest news and updates on rural business and the economy.