After the successful launch of Camel Fresh Milk, Camel Long-life milk, and Camel Chocolates, Amul has entered further into value-added camel milk products by launching its newest offering in the form of camel milk powder and camel milk ice cream.
Camel milk is known to have numerous health benefits. It is rich in minerals, improves gut health, and helps in boosting immunity. Used for thousands of years across various cultures, the milk even finds mention in Ayurvedic texts for its many benefits. According to studies, camel milk contains an insulin-like protein, which manages the blood’s sugar level. Camel milk powder is a product that can help in the management of diabetes and its prevention. With increasing awareness, the demand for such camel milk products are on the rise. Rising demand, limited supply in the market, and high pricing by existing players have led Amul to tap into this enormous opportunity and enter the market.
Amul camel milk powder is priced at just Rs 35 for a 25g pack (Rs 140 per 100g), which is approximately one-fourth the price of a similar product currently available in the market.
The company said Amul Camel milk powder would enable lakhs of individuals to try the goodness of Camel milk across the country for the first time.
Amul said its camel milk powder is made from natural camel milk procured from camel herders in Gujarat’s Kutch region. The milk undergoes stringent testing and quality control before being converted to camel milk powder in Amul’s modern, state-of-the-art plants. It is noteworthy that Amul has tried to maintain the powder as natural as possible with no sugar or preservatives. The milk powder has a shelf life of 8 months from the date of manufacturing. This will be a real boon to Kutch’s milk producers as it will help extend the shelf life of milk and extend its availability through Amul’s nation-wide distribution network. The product has also been launched on leading eCommerce platforms.
Amul’s new camel milk ice cream is made from 100% camel milk, and it is said to be good for the health-conscious consumer as it contains less fat (only 4.4%). It has no added flavors or colors to provide an authentic taste of camel milk to the consumer in ice cream. The product is launched in Jumbo Cup (125ml) at MRP of Rs 30. The product will be available nation-wide through Amul’s ice cream and frozen product distribution network.
Camel milk is also the source of livelihood for camel herders. Since the launch of camel milk products by Amul, rates of camel milk in Gujarat have doubled for these farmers, which has revived the sector once again. The breeders who were not even getting Rs 20 a liter of camel milk are now getting more than Rs 50 per liter. The new launches will also expand the demand for camel milk and provide the much-needed support to the breeders of Kutch and healthy products to the consumers, said Amul.
Camel milk producers in Kutch
There are around 30000 camels in Gujarat, mostly Kachchhi and Kharai breeds. Camel breeders are primarily from Rabari, Fakirani Jat, Sama, Sodha communities. There are around 1000 camel breeders. Both the breeds of the camel are in threatened condition. To strengthen camel breeders’ livelihood source and conserve the camel breed, the Government of Gujarat has provided financial support for initiating camel milk dairy at Kachchh, Gujarat.
Establishment of camel milk dairy has started promoting camel breeding and enhancing the income of camel breeders; in addition, it will also increase the number of camels. To establish camel milk dairy in Kachchh, there has been significant role and responsibility of GCMMF, Sarhad dairy, Sahjeevan organization and Kachchh Camel’s Breeders’ Association (Kachchh Unt Uchherak Maldhari Sangathan- KUUMS).
GCMMF was requested by its Kutch District Cooperative Milk Producers Union and NGO Sahjeevan Trust, which has been on supporting pastoralists of several indigenous breeds, including celebrated ones such as Banni Buffalo and Kharai Camel. Since Kutch Union has an extensive village milk cooperative society network across the district, an MOU was entered between GCMMF, Kutch Union, Sahjeevan Trust, and Kutch Unt Uccherak Maldhari Sangathan (KUUMS) for procurement, processing, and marketing of camel milk in April 2018. Kutch Union is currently collecting more than 50,000 liters of camel milk every month.