New Delhi: The Gujarat Co-operative Milk Marketing Federation Limited (GCMMF) which sells products under the Amul brand has forayed into organic whole wheat flour, and is planning to expand the range to include organic pulses and rice. The cooperative said on Saturday.
“The main objective of launching organic flour is to help our customers embark on the mission of a more sustainable and healthy lifestyle. Organic products will not only reduce our chemical intake, but also lead us to a healthier tomorrow, GCMMF said in a statement.
Amul Organic Wheat Flour will be available in two pack sizes; The product will be launched from the first week of June across Amul parlors and major retail stores in Gujarat. In addition, online orders for Amul Organic Atta for home delivery can be placed at amulorganic.org from June in Gujarat, Delhi NCR, Mumbai and Pune.
After organic whole wheat flour, Amul will launch products like organic moong dal, organic tur dal, organic chana dal and organic basmati rice.
Entry into the flour and pulses category would pit Amul against the likes of ITC Limitedand Tata Consumer Products Limited which operate in this category.
The organic flour is being manufactured at Tribhuvan Das Patel Mogar Food Complex. The plant is equipped with highly automated and advanced machinery for processing various Amul products including Amul Chocolates, Amul Cookies etc.
Amul is in the process of developing a pool of organic farmers and replicating its existing milk model in organic sources. RS Sodhi, Managing Director, Amul Federation said that this will increase the income of organic farmers and there will be overall democratization of organic food industry.
“Currently the major challenge for farmers is the non-availability of market linkages for organic products and the high cost of biological testing facilities. Hence, along with building market linkages for organic farmers, Amul is in the process of setting up organic testing laboratories at 5 locations across India equipped with advanced technologies to reduce testing costs. The first lab is being set up at Amul Fed Dairy in Ahmedabad and later another 5 labs will come up at different locations across India.”
In 2021-22, GCMMF sees provisional business of 46,500 crores.