The Gujarat Cooperative Milk Marketing Federation (GCMMF), better known by brand Amul, has put its grand plan to enter into retailing of agri products in the back burner. The co-operative has once again concentrated on capitalising the untapped potential in milk marketing in the country.
The national rollout of parlours (for marketing only Amul dairy products) had also been put on hold.
Inspired by the success of Amul parlours in Gujarat, Amul was previously toying with the idea of dotting the country with 10,000 parlours. Apart from selling the entire bouquet of Amul dairy products, the federation was considering retailing of fresh and frozen vegetables, fruits and fruit products through these parlours.