Guwahati, Sept. 13: Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), which markets Amul milk and milk products, made its formal entry into the Northeast with the launch of its pouch milk product here today.

The pouch milk will be available at retail outlets across the city. Other products like Amul Masti Dahi and Amul Lassi will be introduced soon.

K.M. Jhala, chief operating officer of GCMMF, said, 'We have identified Assam and the Northeast as an opportune market for our offerings. Guwahati requires about 3.2 lakh litres of milk per day. Around 50 per cent of this daily requirement is sold in loose form. But loose milk doesn't ensure consistent quality throughout the year which is ensured by Amul's pouch milk.'

'We will sell pouch milk, packed curd and lassito the city consumers who are quality conscious. We will offer our best quality fresh products at affordable prices. The products will be packed at a highly-automated plant at Chandrapur. Amul is looking to garner 40 per cent share in Guwahati fresh milk market,' he added.

The Rs 27,000-crore brand, GCMMF, which is selling 125 lakh litres per day of pouch milk across the country, aims to reach out to 17 lakh residents of Guwahati. It will also start home delivery service to residents here.

Jhala said the company pays the highest price to its farmers while procuring milk and sells at a competitive price. 'We will soon set up infrastructure such as bulk milk coolers and provide advanced veterinary support to farmers. Around 55 per cent of the turnover of the company comes through pouched milk.'

A senior GCMMF official said the consumer price of milk will be controlled. 'We will expand and strengthen organised pouch milk market in the city against loose milk,' he added.

The company will sell 30,000 litres of milk to start with. 'The milk be procured locally and farmers will get remunerative prices,' the official said. Around 48 per cent of the city milk market is under loose-milk category.

A senior official of the West Assam Milk Producers' Cooperative Union Limited, which sells milk and milk products under the Purabi brand, admitted that Amul's products will have impact on their sales.

GCMMF has been registering a double digit growth in the Northeast. The per capita availability of milk in Assam is only 70 grams per day in contrast to 337 grams per day nationally.