Amul begins production of Organic Whole Wheat Atta

Gujarat Co-operative Milk Marketing Federation Limited (GCMMF), owner of brand Amul the largest food products organization of India, has announced the launch of “Amul Organic Atta”. Amul is now all set to venture into the Organic/Prakrutik food industry.

The first product to be launched in Amul Organic product portfolio is Amul Organic Whole Wheat Atta. Further, Amul will be launching organic products like Organic Moong Daal, Organic Tur Daal, Organic Chana Daal and Organic Basmati Rice, says a press release from dairy co-op titan.

On the occasion of commencement of the production of Amul Organic Atta, Chairman Kaira Union Ram Singh Parmar shared that Union Minister of Home Affairs and the first Minister of Co-operation Amit Shah has advised Amul to work towards development of Organic/Prakrutik food Industry and develop both backward and forward linkages.

Parmar said increasing fertilizer usage and a high fertilizer subsidy cost of Rs 2 Lakh Crore is a matter of concern for government and high input cost due to fertilizers is an added burden on the farmers.

The production of Amul Organic Atta is being done at the state of art processing facility, Tribhuvan Das Patel Mogar Food Complex. The plant is equipped with highly automated and advanced machinery for processing of various Amul products including Amul Chocolates, Amul cookies, etc.

Amul press release claims that the Amul Organic Atta is made from the 100% certified organic wheat which is completely pesticide free. The product goes through a thorough procedure of lab testing for multiple times to make sure that the product is as per organic standard laid down by the Government of India. Amul Organic Atta is certified by the reputed certifying agency accredited by APEDA. The whole chain is organic certified starting right from the farmer fields to processing facility and trading organisations.

Dr R.S. Sodhi, MD, Amul Federation said that on the sourcing side, Amul is in process of developing a pool of Organic/Prakrutik farmers and replicate their existing milk model in the organic sourcing.

This will increase the income of organic farmers and will lead to overall democratisation of the Organic/Prakrutik food industry. Currently the major challenge for the farmers is unavailability of market linkage for organic products and high cost of organic testing facilities. Therefore, along with creation of market linkage for organic farmers, Amul is in process of setting up of organic testing laboratories at 5 locations across India equipped with the advanced technologies to minimise the testing cost, underlined the MD.

Sodhi informed that the first lab is being established at the Amul Fed Dairy in Ahmedabad and subsequently the other 5 labs will come up at various location across India. The prime objective of launching Organic Atta is to help our customers embark on a mission to a more sustainable and healthier lifestyle. The organic products will not only reduce our chemical intake, but also leads us towards a healthier tomorrow, he added.

Amul Organic Atta shall be available in two pack sizes of 1 Kg at MRP of Rs. 60 and 5 Kg at MRP of Rs. 290 Amul Organic Atta will be launched at Amul Parlors and leading retail stores across Gujarat initially from the first week of June. Further, the online order for Amul Organic Atta can be placed on amulorganic.org for home delivery across Gujarat, Delhi NCR, Mumbai and Pune from June onwards.

Amul has been an outstanding example of the power of farmer’s cooperative movement born way back in 1946, before India gained freedom. Amul has now become a household name and all Indians have tasted Amul products at different phases of their life.