Amul Enters the Organic Wheat Market; Up Next: Pulses and Rice

The Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), which distributes products under the Amul brand, has entered the organic whole wheat flour market and wants to extend the range to include organic pulses and rice, according to the cooperative.

Our main goal in developing Organic Atta was to assist our clients in their quest for a more sustainable and healthier lifestyle." Organic products will not only cut our chemical intake but will also contribute to a healthier tomorrow, according to GCMMF.

Beginning in the first week of June, Amul organic wheat flour will be offered in two pack sizes in Amul Parlors and top retail outlets across Gujarat. From June onwards, customers may get Amul organic atta online for delivery to their homes across Gujarat, Delhi NCR, Mumbai, and Pune, according to the company.

Amul will introduce organic moong daal, organic tur daal, organic chana daal, and organic basmati rice after the launch of organic whole wheat flour.

Amul's entry into the flour and pulses market would put it against competitors such as ITC Ltd. and Tata Consumer Products Ltd.

At the Tribhuvan Das Patel Mogar Food Complex, organic flour is produced. Amul Chocolates, Amul Cookies, and other Amul goods are processed in the facility, which is equipped with highly automated and advanced machinery.

Amul is building a pool of organic farmers to replicate its existing milk business in organic sourcing. According to R.S. Sodhi, managing director, of Amul Federation, "this would increase the income of organic farmers and will contribute to total democratization of the organic food business."

"At the moment, the main difficulty for farmers is the lack of market access for organic products, as well as the high cost of organic testing facilities."

"As a result, in addition to establishing market links for organic farmers, Amul is building organic testing facilities in five sites across India, each equipped with cutting-edge technology to reduce testing costs. The first lab would be built at the Amul Fed Dairy in Ahmedabad, with the next five labs to be built at various locations across India," Sodhi added.