Joining the race with Big Mac and others to open quick-service restaurants (QSRs), Asia's largest dairy products brand, Amul, on Thursday launched two of its own in Bangalore and Ahmedabad, and said it would open eight more cafes-cum-restaurants across India by the end of the fiscal 2011-12.
This is yet another step by the Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets the Amul brand, to expand its footprint by diversifying into the fast food market. Amul is going the franchisee-model way to set up these outlets, an official said.
The franchisee will be investing around Rs 20-25 lakh to set up an outlet in an area of nearly 1,000-2,000 sq ft, while Amul will be providing its expertise in branding and marketing and offering technical expertise. GCMMF plans to open such cafes in Tamil Nadu, Maharashtra, Karnataka, Gujarat and other States to cater to the youth segment.
The cooperative body, having a turnover of nearly Rs 10,000 per annum, is also considering to set up dairy plants outside India, including the US, besides aiming to expand its network of 6,000 outlets to 10,000 by next year. In 2010-11, Amul exported products worth Rs 98 crore.
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Mr R. S. Sodhi, Managing Director, GCMMF, said the cafes-cum-QSRs would offer a range of Amul products as well as fast food varieties, including pizzas, burgers, gulab jamuns , sweets, noodles, pav bhaji, dosa and sandwiches.
Meanwhile, within Gujarat, the GCMMF has expanded its family of district-level cooperative milk unions by inducting two new ordinary members to the apex marketing body. With the inclusion of the Amreli and Bhavnagar district milk cooperative unions, which sell dairy products under Amar and Sarvottam brands, the total number of district union members under the GCMMF flag has increased to 15, with a farmer-membership of nearly 15 lakh.