Amul will soon be on Metaverse: MD Mehta

Brand Amul, turns 77 this year and the country's most popular dairy brand has turned end-to-end digital - from the farmers buying cattle on the Pashudhan App and the digitisation of the entire supply chain to an app that enables retailers to order products online and direct-to-consumer platform, Shop.Amul.Com. The plan is to list all the one million retailers which sell Amul products (this includes the kirana stores) on Shop.Amul.Com. Therefore, the ₹72,000 crore dairy major is not just setting up dark stores to cater to online demand, it would also be servicing its consumers through local kirana stores.

"We collect milk from 3.6 million farmers across 18,600 villages every day, and every transaction is recorded on a common software. We sell to one million stores and we know how many packs of Amul butter were sold yesterday or the day before," explains Jayen Mehta, MD, Amul.

Amul, says Mehta, is going all-out to connect better with the new-age Indians. Not only is it trying to connect with them on social media through 13-14 language handles, Amul is soon going to be on the Metaverse, through Amulverse.