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.

Supply Chain at Amul

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.

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 cooperatives 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!!