New Delhi: Gujarat Co-operative Milk Marketing Federation (GCMMF), which sells dairy products under the popular Amul brand, Tuesday launched full-cream buffalo milk in poly-pack in Delhi-NCR under the brand name "Amul Diamond".
Amul Diamond will be sold at a price of Rs 45 per litre.
"This new product will attract customers who are buying loose buffalo milk and help them shift to processed and pasteurised Amul Dimond full cream milk," GCMMF Chairman Vipul Chaudhary told reporters after the launch of the new product.
Amul Diamond, which is targetted at customers looking for more creamy milk, would have 7 percent fat content and 9 percent solid-non-fat, he said.
Amul is the market leader in Delhi-NCR's pouch milk market with daily sales of 24 lakh litres. It is selling milk under the brands -- Amul Gold full cream with 6 percent fat , Amul Taaza tone milk with 3 percent fat and Amul slim-n-trim double tonned milk with 1.5 percent fat.
Observing that demand for creamy milk in Delhi is growing, GCMMF Managing Director R S Sodhi said, "Rich consumers at afford this premium category full-cream milk. We expect sales of this new product to be atleast 2.5 lakh litres per day initially."
Total demand for packed milk in Delhi is currently around 50 lakh litres per day and is expected to touch 90 lakh litres per day by 2020, he said.
Sodhi said "Amul Diamond" would also be launched in Gujarat on October 25 and subsequently plans to sell in other parts of the country.
The Federation is aiming to to achieve sales of Rs 14,400 crore in 2012-13, he said.
GCMMF's present processing capacity in Delhi-NCR is 10 lakh litres per day and has added additional 30 lakh litres per day to be launched tomorrow.
Amul currently has around 6,500 outlets selling various items, including dairy and frozen products. Its main competitor on the milk segment is Mother Dairy.