AMUL

AMUL is a Cooperative Dairy Industry, founded in 1946 by Dr.

Verghese Kurien, initially based in the Anand district of Gujrat.
AMUL, derived from the Sanskrit word Amoolya means
priceless.
AMUL stands for Anand Milk Products Union Limited.

The Kaira District Co-operative Milk Producers Union

Limited, popularly known as Amul Dairy is a US $1billion
turnover institution. [Revenue : INR 67.11 billion (2008-
2009).]
AMUL is the worlds biggest vegetarian cheese brand and the
largest pouched milk brand.
AMUL is currently the largest food brand in India.

AMUL is responsible for spurring the White Revolution in

India.

AMUL : INTERNAL STRUCTURE

It is a institution built up with a network of over 10,000

Village Cooperative Societies and 5,00,000 plus
members.
Managed by an apex cooperative organization,
Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF), which is today jointly owned by
 around 3.18 million milk producers in Gujarat, India.
(2011-12 records).
Employees : Marketing : 735 , Milk Producers:
3.81 million.

AMUL: GCMMFs Supply Chain

A short and lucid Description of AMULs Supply Chain
1. PROCUREMENT from SUPPLIERS :
On an average, around thousand farmers sell milk at their
local cooperative milk collection center (i.e. to GCMMF).
The milk is weighed and the fat content of the milk is
measured by an electronic fat testing machine.
This milk is then promptly transported to district facilities
for further dispatch to consumers/ processing units.
2. COLD STORAGE TRANSPORTATION :
Chilled milk is transported in trucks to be
processed/delivered.
Delivery to local chillers is achieved by insulated rail
tankers and chilled trucks.
Refrigerators and freezers with retailers and
departmental stores are usually used to retain freshness.
Various LEGS in CHILLED Transportation
I. First leg
Manufacturing units to company depots using 9
and 18 MT trucks.
 Frozen food : below 18 C
Dairy wet : 0-4 C
II. Second leg
Depots to WDs.
Transport through insulated 3 and 5 MT TATA
407s.
III. Third leg
WDs to retailers.
Transport through rickshaws according to the
beat plan.
3. DISTRIBUTION :
GCMMF coordinates the regular supply of milk and dairy
products.
The processed milk and dairy products are procured from
district dairy unions and distributed through third party
distributors.
To ensure quality and timely deliveries, GCMMF and the district
unions have several mechanisms in place, including Friday
Quality Checkups.
 GCMMF An Overview (2011-12)

FEW NOTEWORTHY POINTS

Extensive IT INFRASTRUCTURE of AMUL Ltd.
Automatic Milk Collection System Units (AMCUS)
System after implementation under GCMMF IT Initiatives,
has lead to reduced humar error and time wastage.
Amul is one of the first FMCG (Fast Moving Consumer
Goods) firms in India which employs internet technologies.
Implementation of GIS (Geographical Information
System) at both ends of supply chain, i.e. Milk
Collection as well as the Marketing Process, for business
planning and optimization of collection processes.
Utilization of Data Analysis software (DAS) for milk
production estimation and increasing productivity
has proved beneficial.
 EVOLUTION OF IT
The milk collection center at village cooperative societies,
were first automated.
Data analysis software utilization for milk production
estimation and increasing productivity.
VATS network between all the level of distribution network
and GCMMF.

Benefits of IT
Processing of 10 Million payments daily, amounting to
transactions worth USD 3.78 million in cash.
Improved delivery mechanisms and transparency of business
operations.
Due to this process, AMUL is able to collect six million litres of
milk per day.
Huge reduction in processing time for effecting payments to
the farmers from a week to couple of minute.

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