Amul has resolved to use its network of 10,000 distributors and one million retail outlets to sell Amul Atta now, according to a media report.
Since many dairy farmers are also wheat growers which number around 3.6 million farmers, Amul has a clear advantage.
Among the major players in the branded atta space are ITC Limited which has the lion’s share of the market and sells under the Aashirvaad brand, the Godrej Group which retails Pillsbury and the Adani Group which sells atta under the Fortune brand.
The report also talks of Amul foraying into biscuits.