Amul planning mobile app, e-commerce portal

In order to take its entire range of products, Gujarat Co-operative Milk Marketing Federation (GCCMMF), which markets milk and milk products under the Amul brand, has signed an agreement with Ahmedabad-based e-commerce solution provider firm – Infibeam Incorporation Ltd – to develop e-commerce and mobile platforms.

Soon, consumers will be able to purchase all Amul products through an online portal and mobile phone application. India’s largest dairy brand – Amul is all set to roll out its exclusive e-commerce platform over the next two months.

In order to take its entire range of products, Gujarat Co-operative Milk Marketing Federation (GCCMMF), which markets milk and milk products under the Amul brand, has signed an agreement with Ahmedabad based e-commerce solution provider firm – Infibeam Incorporation Ltd – to develop e-commerce and mobile platforms.

“With consumer preference shifting to e-commerce, our objective is also to sell our products online. Customers will now have the option to purchase our products through e-commerce portal as well as mobile app. All Amul products including fresh milk, curd, butter, cheese etc. will be sold through our exclusive e-commerce platform and delivered to our customers’ door steps,” said RS Sodhi, managing director, GCMMF.

Ahmedabad will be Amul’s testing ground for online sales. GCCMMF plans to extend the facility to more cities subsequently. “We plan to start the service from Ahmedabad within the next two months,” added a senior official of the dairy co-operative.

Although some Amul products are already sold through some online retailers, this is the first time Amul has decided to sell its products through e-commerce and mobile platforms. “We supply our products directly to few e-tailers and online grocers. All our B2B business is online. However, for B2C, there will be exclusive platforms of Amul for on-demand purchase of our products,” the official added.

Amul has marked its presence in various cities across the country through its vast network of 10,000 dealers and 10 lakh retailers, including franchise retailers.

The online venture assumes importance for Amul as its marketing body GCMMF has set a target of achieving sales turnover of Rs 30,000 crores by 2017-18. GCMMF’s turnover increased by 11% to 23,004 crore for the fiscal 2015-16 from Rs 20,733 crore in 2014-15.

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