Ahmedabad: Is Gujarat Cooperative Milk Marketing Federation (GCMMF) promoting gutkha? Sounds unlikely, but it is true.

GCMMF has come out with a new product — coffee-based gutkha without the harmful tobacco — which is expected to hit the market very soon, thought the exact date for the launch has not been fixed yet.

GCMMF officials say the company has decided to apply for a patent after putting the product through several in-house tests. “It will be difficult to tell the new product from the regular gutkha.”

The coffee-based gutkha is originally the idea of GCMMF managing director B M Vyas. The product has been developed by the research and development wing of GCMMF using coffee beans. Add the officials: “The idea is actually a spin-off from the company’s attempt to branch out into the coffee market.”

GCMMF has already started selling coffee powder under the brand name Malabar Roast. The federation has a large number of products in its repertoire, including fresh milk derivatives, curd products, cheese range, mithai range, infant milk, Amul ice-creams, chocolate and confectionery, brown beverages and Dhara edible oils. “Many of our products are now available in the USA, Gulf countries and Singapore,” says Vyas.

GCMMF, a state-level apex body of milk cooperatives, is India’s largest food products marketing organisation. Says GCMMF chairman V Kurien: “This year, the federation’s sales registered a growth of 3.4 per cent to reach Rs 2,336.48 crore, including consignment sales of Rs 295.92 crore. In addition we coordinated Rs 34.28 crore in product sales to the defence services. Dairy products turnover registered a growth of over 3 per cent over the previous year. This year, Amul ice-cream achieved record sales, with the rupee turnover growing by 20 per cent.”

GCMMF has access to over 2,600 distributors and over 5 lakh retail outlets. Moreover, its export turnover has shown growth of nearly 100 per cent for the second consecutive year. It has received the APEDA Award for Excellence in Exports for the eighth consecutive year.