India’s largest farmers’ organization, Gujarat Cooperative Milk Marketing Federation Ltd., with more than 3.5 mn members, owning the brand Amul launched the dairy cream tea maker, Amulya, measuring 750 gm with a lesser price of Nu 292, especially packaged for the Bhutanese market. Amulya is set to compete with Nestle, a preferred diary brand, in the Bhutanese market.
A workshop for the retailers to strengthen the distribution of Amul products in Bhutan, organized by 8-Eleven, was also held on October 16 in Thimphu. During the workshop, the dealers presented the life-cycle process of the product on the manufacturing, collection, distribution of the products. The retailers and distributors gave feedback on the reach of the products in Bhutan.
The officiating Trade Director, Dophu Tshering, said that the department will strengthen the distribution of goods in the market which will benefit many small business entities. He said the products are not widely distributed in other parts of the dzongkhags, He said such a workshop provides the training and education for the Bhutanese retailers to find out about the product specification and distribution of product in the market at a cheaper price through the Indian dealers.
A promoter of 8-Eleven Group, B.B Gurung, said that such workshops will address the inadequate supply of products in the market and to gain a range of products and improve the distribution process.
The Amul Siliguri branch, with a monthly sale of approximately Nu 200 mn in the distribution sector, supplies all range of Amul products, like butter, cheese, UHT (Ultra Heated Treated) milk, beverages and powder to Bhutan through its 10 appointed distributors worth approximately Nu 30 mn per month.
The Amul dealers based in India say the lack of proper communication and marketing activities have affected many product launches in India. They say there is a need for a wider distribution network to promote their products. The dealers also want the Bhutanese consumers to get the best quality product ranges at affordable prices.
Gujarat Cooperative Milk Marketing Federation Ltd. is also India’s largest food organization with an annual turnover of over Nu 180 bn and has grown over 32 % in 2013-2014 over the previous year.
The 80% of its profit goes back to the farmers, while the consumers get the highest possible quality standard in all the products at an economical price, states the Gujarat Cooperative Milk Marketing Federation Ltd.
The Amul products are distributed in Bhutan by the Food Corporation of Bhutan, Tashi Commercial and 8-Eleven.