Amul MD Jayen Mehta, speaks on the brand’s expansion in Karnataka amid backlash

Amul MD Jayen Mehta, speaks on the brand's expansion in Karnataka amid backlash

In recent news, Amul, a major player in the dairy industry, announced its plans to expand into the Bengaluru market by offering milk and curd through online portals. However, this move was met with criticism from Kannadigas who expressed their dissatisfaction on social media with the hashtag #gobackAMUL.

As the state of Karnataka gears up for its assembly election, the entry of Amul into the Bengaluru market has become a political issue. In response to the controversy, Amul’s managing director, Jayen Mehta, spoke to ET and clarified that there is no competition between Amul and Nandini, the Karnataka cooperative dairy brand. He explained that Amul, like Nandini, is also a cooperative of farmers, and both organizations work towards the betterment of farmers in their respective states.

Mehta emphasized that Amul and Nandini have a good relationship, which will continue. According to sources, Amul’s online offer may be aimed at reaching the North Indian community, but KMF (Karnataka Milk Federation) is confident that it can handle the competition. Amul’s toned milk is priced at 54 rupees per litre, while KMF’s milk, which is tinted with Nandini, is priced at 39 rupees per litre.

Although the two largest milk cooperatives in India do not have a contract, they have managed to avoid conflict on their home turf so far. However, KMF sources have cautioned that the competition could turn unhealthy, despite their recent foray into the online marketing space.

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