Among the 16 member unions of Gujarat Milk Marketing Co-oeprative Federation Ltd, the Mehsana Union leads others in terms of having processing facilities outside the State and closer to the consumers – mainly Delhi-NCR, the fastest growing market for milk and milk products.
Interestingly, all the three unions — Mehsana, Banaskantha and Sabarkantha — together sell about 24 lakh litres of milk under the Amul brand in Delhi, with Mehsana accounting for half of it.
As the growth in milk procurement stagnates in Mehsana on account of growing industrialisation and rising prosperity, the Union has slowly expanded its catchment area beyond Gujarat, extending the co-operative procurement model to Rajasthan, Haryana and Uttar Pradesh in the past three years.
The average milk procured by Mehsana Union outside Gujarat stood at 9 lakh litres per day in June, with over 8 lakh litres coming in from Rajasthan and another 60,000 litres from Haryana and Uttar Pradesh each.
