Dairy product giants Amul, which is run by the Gujarat Co-operative Milk Marketing Federation, launched its full cream buffalo milk on October 23, 2012, in a poly pack in the Delhi-NCR region. The new product has been launched under the ‘Amul Diamond’ brand.

Amul diamond has been priced at Rs. 45 per litre. Vipul Chaudhary, the chairman of GMFC, after the launch of the product said, “This new product will attract customers who are buying loose buffalo milk and help them shift to processed and pasteurized Amul Dimond full cream milk”.

The new product by Amul is targeted towards customers, who are looking for more creamy milk. Amul Diamond will have a 7 percent fat content and a 9 percent solid non-fat. In terms of the pouch milk market, Amul is considered as the leader in Delhi-NCR region with daily sales of 24 lakh litres.

The company sells under the brands, Amul Gold Full Cream – with 6 percent fat, Amul Taaza – tone milk which has 3 percent fat and Amul slim-n-trim double tonned milk with 1.5 percent fat. Amul observed that the demand for creamy milk in Delhi was increasing. In Delhi, the total demand for packed milk is currently around 50 lakh litres per day and is expected to touch 90 lakh litres per day.