WEL-

COME
Presentation on
 CONTENTS

•
Introduction.
•
Amul : The Revolution.
•
The Economic Revolution
•
Diversity of Business.
•
Working Pattern.
•
Products
•
Targeting.
•
Advertising.
•
Turnover.
•
Awards.
 (ANAND MILK UNION Ltd.)
Official Name : Kaira District Co-operative Milk
Producers' Union.

Registered On : December 14,1946.

Active Body : Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF)
Managing Director : Mr. B.M. Vyas

Brand Name : Amul

Punch Line : “THE TASTE OF INDIA”

Market Coverage : Worldwide

 INTRODUCTION

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

dairy co-operative movement in India.

• It is a brand name managed by an Apex co-operative organization,

Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by more than 2.7 million
milk producers in Gujarat and all over India.
 One of India's most successful organisations, Amul has been
ranked at No. 21 in the world based on the milk production during
the year 2007.

 Today, Amul is among the largest food brands in India and world's
largest pouched milk brand. The federation reported a profit
after tax (PAT) of Rs.150 Million (approx.) on revenues of Rs.
52.64 Billion for the year 2007-08.

 Besides India, Amul has step into markets in Mauritius, the

United Arab Emirates, the United States of America,
Bangladesh, Australia, China, Singapore, Hong Kong and many
of the South African countries.
 : The Revolution
• Amul started off a small initiative of farmers in the Kaira
district in Gujarat. Farmers who were under the clutches of
middlemen for years, wanted to be independent and gain direct
access to markets.

• They wanted to get rid of middlemen who were taking a huge

share of their hard-earned profits

• The Co-Operative movement started with the slogan “Remove

middlemen” in Gujarat by the village masses.

• The collective farmers succeeded in making the British

government accept the concept of Co-Operative societies. The
Kaira District Cooperative Milk Producers' Union Limited (Now,
popularly known as Amul) was registered on December 14,1946.
 : T h e E c on o m i c R e v o l u t i o n

• Empowered the farmers with a mission.

• Initial, start for just collection and processing of

milk.
• Besides, getting good money for their products, job
creation for hundreds of people in the villages was
another big achievement.
• The union began a daunting task by supplying milk for
the Bombay Milk Scheme in June 1948. Soon
hundreds of farmers joined the union and
subsequently the volumes increased.
• The above mission was called 'Operation Flood‘.
 Diversity of Business
• Milk by-products business.
• 1954 - Built a plant to convert surplus milk collected
during winter to milk powder and butter. This was
followed by a plant to manufacture cheese and baby
food.
• 1973 - Gujarat Cooperative Milk Marketing
Federation (GCMMF), registered as a co-operative
society in July 1973.

• Over the years, Amul won the trust of the customers

with quality products and at the same time helped
farmers by offering the right price for their products.
 - Work Pattern

State Marketing
Federation
(GCMMF in Gujarat)
17 State Federations in
INDIA

District Diary
Every district in the state
13 district milk producers
union
AMCUS
Village Co-operative (Automatic
Society Milk Collection
Unit System)
Milk Producers
2.79 million members
handling 11.22 million liters
of milk per day
 Products

Amul Ice Creams

Amulya Dairy
Amul Butter Whitener

Amul Kool Milk Shake

Amul Fresh Milk

Amul Masti Spiced

Buttermilk
Amul Cheese Amul Pure Ghee
 Targeting

• Changing Retail environment

• Young and Children
• High profile location like—Amul are on the campuses
of Infosys parlour, Wipro, IIM-A, IIT-B, Temples,
Metro Rail and Railway stations.
 Advertising- A Success Mantra

• Uses of variety of media to communicate

• Most famous in bill board.
• The enduring polka dressed girl pun at various issues
increase brands fan.
• The chief of India promo invites hotel chefs to come
up with recipes using many Amul products as possible,
and is conducted at city, state and national levels.
Adds
 Competitors

• Britannia
• Nestle

• HLL
• Cadbury
 T u r n ov e r
Sales Turnover Rs (million) US $ (in million)
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
 AWARDS
• 1999-Rajiv Gandhi National Quality Award.

• GCMMF bags APEDA AWARD for 11th year in a row.

• Amul - The Taste Of India (Gcmmf)Receives International

Cio 100 Award For Resourcefulness

Ramkrishna Bajaj National Quality

Award-2003

Pro-Biotic Ice-cream Gets No. 1

Award At World Dairy Summit

3rd Oct 2007

THANK YOU