The large dairy GCMMF, which markets its products under the Amul brand, announced its entry into the organic food market on Saturday with the launch of organic wheat flour.
The first product launched in this portfolio is “Amul Organic Whole Wheat Atta”, the Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) said in a statement.
Additionally, Amul will launch products like moong daal, tur daal, chana daal and basmati rice in its organic portfolio.
The production of Amul Organic Atta is carried out in a state-of-the-art processing facility, the Tribhuvan Das Patel Mogar Food Complex.
The product goes through a thorough procedure of laboratory testing several times to ensure that the product complies with the organic standard set by the Indian government, he said.
RS Sodhi, MD, GCMMF, said the cooperative is developing a group of organic farmers and replicating their existing dairy model in organic sourcing.
This will increase the incomes of organic farmers and lead to an overall democratization of the organic food industry.
Currently, the main challenge for farmers is the lack of market linkages for organic produce and the high cost of bio-testing facilities, the statement said.
Therefore, along with creating business linkages for organic farmers, Amul is in the process of setting up organic testing laboratories at 5 locations across India.
The first laboratory is being established at the Amul Fed Dairy in Ahmedabad.
GCMMF said the primary goal of launching organic wheat flour is to help its customers embark on a mission towards a more sustainable and healthier lifestyle.
Amul Organic atta will be launched at Amul salons and major retail outlets in Gujarat initially from the first week of June.
The product will also be available online for home delivery in Gujarat, Delhi-NCR, Mumbai and Pune from June.
It will be available in two pack sizes of 1 kilogram at MRP of Rs 60 and 5 kilograms at MRP of Rs 290.