Carrying Amul products home, mainly cold milk packets in our routine life will not be a pain anymore. The National Institute of Design, Ahmedabad, in a major project to promote Jute industry, has designed take away bags using jute for Amul parlours across the country.The take away bags designed by Shanvi Gupta, a masters programme student of NID under the guidance of professor Shimul Mehta Vyas, principal designer, Lifestyle and Accesories Design were launched by RS Sodhi, Managing Director, Gujarat Co-Operative Milk Marketing Federation (GCMMF), Amul on Thursday at NID campus.This project was a part of a major initiative at Innovation Centre for Natural Fibre at NID under which a unique collection of jute shopping and carry bags were designed in collaboration with jute industry under sponsorship from National Jute Board, Ministry of Textiles, Government of India.Before commencing on the design, Shanvi underwent a research to understand consumer behaviour and requirement. Posted for few hours outside Amul parlours every day, Shanvi documented buying patterns and difficulties faced by people in carrying cold milk packets and several other products. She said, “People in Ahmedabad, Gandhinagar either carried it on their two wheeler or their hands. So keeping the durability of the handle in mind, we designed bags for morning milk cabins, delivery boys and consumers who directly buy from the Amul parlours.”Speaking further about it, Sodhi said, “We had to keep many things like the bags should be user friendly, need based, addresses our aim of banning plastic, thermal insulation, etc. We sell 42 lakh milk packets in Ahmedabad, crore in Gujarat and 2.6 crore packets in India every day. We are happy with the designs given to us by NID. Now we have few challenges including affordability. We do not want to give it for free but promote people using Jute bags.”We are starting the project from Ahmedabad and in two weeks, these bags will be available at Amul parlours,” he added.
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NID-designed jute bags to aid carry Amul milk packets