DISTRIBUTION NETWORK

OF AMUL
HARI OM DUBEY
A-37
THE COMPANY
Amul means priceless in Sanskrit
Since 1946
Market leaders for Amul butter
Turnover of 25 billion
Amul is a symbol for
High quality at reasonable prices
Genesis of a vast co-operative network
Triumph of indigenous technology
Farmers organization




THE PRODUCTS
Bread spreads
Cheese ranges
UHT milk
Milk powders
Fresh milk
Ice creams
Chocolates
Mithaiee range



SCM and Market Logistics
Implementation of an ERP program as low as
Rs. 3 crores in collaboration with TCS ltd.
Synchronized working and best possible
utilization of the available resources
Maintains details regarding the inventory
management.

Out of the entire milk procured,
approximately 40 per cent is sold as
liquid milk and 60 per cent is
converted to value added products.
GCMMF = Gujarat Co-operative Milk Marketing Federation;
MUs = Member Unions; VCs = Village Co-operatives.
Supply Chain at Amul
NETWORK
Available in over 5 lakh outlets in a network of
around 4000 distributors

47 depots with dry and cold warehouses to buffer
inventory of all its products


Advance demand draft basis from wholesale
dealers

THE CHANNEL NETWORK
Distribution channel- downstream flow



Procurement channel- upstream flow
DOWNSTREAM FLOW
First leg
Manufacturing units to company depots using 9 and 18 MT
trucks
Frozen food-below 18C
Dairy wet-0-4C
Second leg
Depots to WDs
Transport through insulated 3 and 5 MT TATA 407s
Third leg
WDs to retailers
Transport through rickshaws according to the beat plan

UPSTREAM FLOW
Milk is taken to VCS by farmers by
bicycles
Transportation of milk from the co-
operatives to the manufacturing units
through trucks equipped with tankers
equipped to carry milk
Selection Criteria of the Channel
Members
Authentication by way of identity
Proof of solvency-details of the bankers
Safety of inventory by getting the company stock
insured
Proper storage space in forms of refrigerators
The company requires the dealers to furnish any
Advertising & Sales initiative undertaken by them
on behalf of the company

Thank You!!