m Amul (Anand Milk Union Limited), formed in 1946, is a dairy

cooperative movement in India.

m It is managed by Gujarat Co-operative Milk Marketing Federation

Ltd. (GCMMF).

m AMUL is based in Anand, Gujarat and has been a sterling example

of a co-operative organization's success in the long term. The
Amul Pattern has established itself as a uniquely appropriate
model for rural development.

m Amul has spurred the White Revolution of India. It is also the

world's biggest vegetarian cheese brand.
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m GCMMF: Gujarat Cooperative Milk Marketing Federation

m GCMMF is India's largest food products marketing organization. It

is a state level apex body of milk cooperatives in Gujarat which
aims to provide remunerative returns to the farmers and also
serve the interest of consumers by providing quality products
which are good value for money.

m CRISIL, India's leading Ratings, Research, Risk and Policy Advisory

company, has assigned its highest ratings of "AAA/Stable/P1+" to
the various bank facilities of GCMMF.
Members: 13 district cooperative milk
producers' Union
No. of Producer Members: 2.79 million

No. of Village Societies: 13,328

Total Milk handling capacity: 11.22 million liters per day

Milk collection (Total - 2008- 3.05 billion liters

09):
Milk collection (Daily Average 8.4 million liters
2008-09):
Milk Drying Capacity: 626 Mts. per day

Cattle feed manufacturing 3500 Mts. per day

Capacity:
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Kutter, Ghee 85% 1

Milk Powder 40% 1

Cheese 50% 1

Ice-cream 24.75% 2

Sweets 50% 1

Chocolate Drink 90% 1

Chocolate 10% 3
 RAW MILK

`
 

Condensed
Packaged Milk
Dried
Ghee Skimmed Milk
Ice cream
Kutter Powder
Keverages
Cream
 Amul Kool Chocolate Milk
Nutramul Energy Drink
þ Amul Kool Millk Shaake



 Amul Calci +

Utterly Delicious Pizza


 Amul Emmental Cheese
Amul Cheese Spreadsv

Amul Lite



 
 Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk

Nutramul

  
 
 Amul Shakti Health Food
Drink
 áce-cream Manufacturers

Restaurant/Food Chains

Coffee Shop Chains

Milk Temples

Bakery & Confectionaries

Pizza Retailers

Snacks Retailers

Kutter/Cheese/Ghee
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m Amul never forgot its ³primary
customer´
- Amul collects 447,000 ltrs of milk
from 2.12 million farmers (many
illiterate)

m Product for youth

- Amul launched Chocolate milk under
brand
name of µAmul Kool Koko¶ targeting the
youth

m Product for diabetic people

- India¶s First Pro-Kiotic Wellness Ice
cream &
Sugar Free Delights For Diabetics
m Product for the health
conscious
-Amul Launched ³low fat, low
cholesterol
bread spreads´

m Product for the price

sensitive ándia
- Low Priced Amul Ice Creams and
affordable µsagar¶ whitener

m Product for the urban class

- Amul launched emmental,
gouda and pizza mozzarella cheese
Seeking unfamiliar products or markets in
the pursuits of growth with both dairy and non-dairy products

Secret Philosophy
ü Progressive addition of higher value products
while maintaining the desired growth in existing
products.
ü Amul introduced products with consistent value
addition but never left the core philosophy of
³providing milk at a basic, affordable price´
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A AMUL is well known for its innovative hoardings. Find below a
few:
†Defending against Mahananda, †Customers extremely satisfied
Vijay, Milma & other co-operative †Moved from loose milk to
milk brands †packaged milk
†Ready to try more products
†Aggressive moves against †ámproved socio-economic
Britannia, Nestle, Mother Dairy conditions
and Kwality
O O


O

†Largest milk brand in Asia

†More than 30 dairy brands
†Market leader in ghee & butter
†Very strong supply chain
†Enjoys Fine reputation
†Quality with Affordability
 Strengths
†Largest food brand in India
†High Quality, Low Price
†World's Largest Pouched Milk
Krand
†Annual turnover of US $1504
million
†Highly Diverse Product Mix
†Robust Distribution Network
Opportunities
†Penetrate international
markets
†Diversify product portfolio to
enter new product categories
and expand existing
categories like processed
foods, chocolates etc
eaknesses
†Risks of highly complex
supply chain system
†Strong dependency on weak
infrastructure
†Alliance with third parties
who do not belong to the
organized sector
Threats
†Competitors - Hindustan
Lever, Nestle and Kritannia
†Still competition from MNCs
in butter
†Growing price of milk and
milk products
†Kan on export of milk powder
 High
Amul áce-cream

Business Amul Chocolate

Amul Cheese
growth
Rate
Amul Butter

Low Amul Chocolate drink

High Low

Relative Market Share

To improve further Amul can try out the following ideas:
I) Amul can venture out on new products like Toned
milk, Condensed milk that can be used for sweets, Kaby
food products,

II) There are certain product like Amul basundi,

gulab jamoon, choclates etc which are not as popular as
Amul ice cream. Amul must try to understand the cause of
this through thorough market research and work on
improving these products

III) Though Amul¶s hoardings are a huge success, it

can penetrate even better in the rural areas by advertising
through the media viz cable channels and newspapers.
Sponsoring shows in TV, sports events can be of great
helpR