Amul’s growing presence in Costco stores in the United States is giving American consumers access to a familiar Indian dairy brand while relying on a distinctly local production model.
The Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets products under the Amul brand, partnered with the Michigan Milk Producers Association (MMPA) in 2024 to introduce Amul-branded fresh milk in the U.S. market.
Rather than shipping fresh milk from India, the partnership uses MMPA’s dairy infrastructure and technology and milk supplied by its farmer members, while Amul brings its brand and milk formulations to the U.S. market. MMPA said the partnership combines its technology capabilities and member milk with Amul’s international brand.
The arrangement has helped Amul bring the milk compositions popular in India to American consumers. Amul Gold, one of the products now available in the U.S., contains 6% milk fat. The U.S. launch also included Amul Shakti with 4.5% milk fat, Amul Taaza with 3% and Amul Slim n Trim with 2%.
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Amul Gold entered Costco’s mainstream U.S. retail network in October 2024, initially reaching stores on the East Coast. GCMMF Managing Director Jayen Mehta said at the time that the company planned to expand the product’s availability across Costco’s roughly 750 stores.
The partnership with MMPA is significant because the Michigan cooperative, established in 1916, is owned by dairy farmers in Michigan, Ohio, Indiana and Wisconsin. MMPA describes itself as a milk marketing cooperative and processor serving those states.
MMPA said its technology and packaging system allows Amul to market fluid milk through specialty stores in the Midwest and East Coast. The cooperative also highlighted the use of its member milk in the products.
For Amul, the U.S. launch marked the first time the cooperative introduced its fresh milk range outside India. The company said the products would initially be sold through leading Indian grocery stores in the East Coast and Midwest before expanding their reach.
The brand subsequently moved into mainstream U.S. retail through Costco. Images of Amul Gold gallon containers at Costco stores in Texas and other parts of the country have also attracted attention on social media. More recently, Costco shoppers have continued reporting sightings of the product at stores in different U.S. locations.
The partnership also has a historical connection to Michigan. Dr. Verghese Kurien, widely known as the Milkman of India and the founding chairman of GCMMF, was an alumnus of Michigan State University. Amul and MMPA have described the U.S. partnership as a continuation of that connection.
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The model illustrates how an Indian consumer brand can enter a foreign market by combining its established brand and product specifications with local production and distribution capabilities.
For Amul, the U.S. strategy extends the reach of a brand built around India’s cooperative dairy movement while allowing its fresh milk products to be produced within the American dairy ecosystem.
The company has also indicated plans to expand its U.S. dairy portfolio beyond fresh milk, including products such as curd, buttermilk and fresh cream.