Amul ‘committed’ to enter state market through e-commerce apps

MD Mehta rules out competition with KMF’s Nandini

NT Correspondent

Bengaluru: In an interview with a TV channel, Amul's managing Director Jayen Mehta informed that Amul sells milk and curd through e-commerce platforms. He also added that Amul will not enter into competition with Karnataka Milk Federation's (KMF) Nandini products. Amul products will be sold exclusively through e-commerce platforms, he said.

In the interview, he also said, “Just like Amul is a cooperative of farmers in Gujarat, KMF is a cooperative in Karnataka. There is no question of competition between two cooperatives and two farmer-owned organisations. Amul and Nandini have a good relationship and it will continue to be so.”

He called Amul’s entry into the Karnataka market a small effort to make their products available to consumers through a single platform. Amul’s decision to limit its sales to e-commerce platforms only is seen as a way to maintain peaceful co-existence in the market.

Only three Amul products will be launched through the e-commerce platform: Amul Taaza Toned Milk at ?54 per litre, Amul Gold Milk (6& fat) at ?64 per litre, and Amul Masthi Dahi at ?30 per 450 grams. Mehta also highlighted that the app for selling Amul products will be launched next week. The products will be packed in Amul's processing plant at Madanapalle, Andhra Pradesh, which is 100 km from Bengaluru, he added.

In spite of the limitations that come with only selling its products through e-commerce apps, Amul remains committed to entering Karnataka. Amul first announced its entry to Karnataka in a series of tweets; #SaveNandini and 'Go Back' were trending on Twitter after the announcement.