INTRODUCTION

Amul – The Taste of India

AMUL means “priceless”

Todayamul is a symbol of
many things

Multi-dimensionalimpact
on rural economy and society
HISTORICAL BACKGROUND OF
AMUL
Amul’s birth is indelibly linked to the
freedom movement in India.

The first Amul cooperative was the result

of a farmers.

Sardar Vallabhbhai Patel vision to organise

farmers.

 Dr. Verghese Kurien, who founded Amul.

FACTS ABOUT THE KAIRA DISTRICT
COOPERATIVE MILK PRODUCER’S
UNION (AMUL)
Established in 1946 - two societies
collected 250 lures of milk.
 
Competed with Polson’s to supply milk to
Bombay.
 
1952 - Bombay Government terminated
Polson’s contract and signed with AMUL.

1955 - Dairy and milk powder plant was

established with aid from the United
Nations Children's Fund (UNICEF).
 
 CONTD…
 
1960 - AMUL pioneered production of milk
powder and baby food from buffalo milk.

AMUL - meets producer demand for

critical inputs, veterinary services, artificial
insemination and feed.
 
Today AMUL members supply more than 1
million lures of milk per day.
 
AMUL sells 400 tonnes of cattle feed
every
 THE GUJARAT COOPERATIVE MILK
MARKETING FEDERATION

Gujarat Cooperative Milk Marketing

Federation (GCMMF) is India's largest food
products marketing organization.

Amul initiated the dairy co-operative

movement.

Today, this movement is being replicated in

70,000 villages in over 200 districts in India.
 THE GROWTH ERA
Amul Dairy has organized over 10,000
village cooperatives.

Rise in export of Amul products.

Every day Amul collects 4,47,000 litres of

milk.

Today, 173 milk producers cooperative

unions and 22 federations play a major role
 HISTORY OF AMUL
 Dairy cooperative

 Largest food brand in India

 Situation of farmers

 GCMMF contribution to Amul

INTRODUCTION AND CONTRIBUTION
OF DR.VERGHESE kURIEN (CHAIRMEN)

 Milk Procurement

 Sales

 Distribution

 Cooperative Development
PRODUCTS OFFERED BY AMUL
 SWOT ANALYSIS
Technical manpower Problem in distribution
Demand Perishability
Margins Competition

Flexibility in market Milk vendors

Export Competition
potential
 LIQUID FRESH
MILK
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ICE CREAM

COMPETITION PIZZA
 BUSINESS MODEL
 Follows a unique business model
 Protect he interest of milk-producing
farmers

ORGANISATIONAL STRUCTURE
 The cooperative came to be known as the
"Anand pattern" cooperative system.
 It has a three-tier structure.
 Each tier is economically independent.
 PRODUCT DEVELOPMENT
 Cooperative system
 Profitability
 Committed to the farmers

DISTRIBUTION NETWORK
 300 stock keeping units,
 46 sales offices,
 3,000 distributors,
 1,00,000 retailers with refrigerators and
 5,00,000 non-refrigerated retail outlets...
 MISSION 2020
 Vision :liberate our farmers from economic
oppression and lead them to prosperity
 Mission 2020: dairy cooperatives of Gujarat

turnover of Rs. 27000 crores by the year

2020
 Objective: is to ensure that the maximum

share of the consumer’s rupee goes back to

the milk producers
 FUTURE PLANS
 Expansion of distribution network, creative
marketing, consumer education and product
innovation, we will leverage effectively on
rising income levels and growing affluence
among Indian consumers.

 Tapping the rising demand for new value-

added products.
 CONTD…
 Milk shed area will increase to 231 lakh kg per
day (23.1 million kg per day), at an annual growth
rate of 4%
 Installing Bulk Milk Chillers and Automatic Milk
Collection Systems in all our village cooperative
societies.
 Collect as much as 195 lakh kg per day (19.5
million kg per day) of milk in the peak flush
season.
 Satellite dairies with combined processing and
liquid milk packaging capacity of 50 LKPD will be
established in major metro market
 CONTD…

 We plan to double to processing capacity of

our dairy plants to 20.7 million kg per day,
by 2020
 Milk drying capacity will also be enhanced by
200 MT’s per day
 Plan to expand our cattle feed manufacturing
capacity, more than four times to 12,000
MT’s per day, by 2020.
 Total investments envisaged for creating all
the required infrastructure would be Rs.
2,600 crores (Rs. 26 billion) till the year
2020
 CONCLUSION

 AMUL’S Philosophy

 Trustworthy of 1,000 million Indians

 Also known for food brand