AMUL COMPANY

Prepared by
Monika Rani

CORPORATE INTRODUCTORY PROJECT

Report
on
AMUL COMPANY

By
Name: MONIKA RANI
Course : MBA
Semester: 1ST
Roll No.: 22
Section: INNOVATION

INTERNATIONAL INSTITUTE OF BUSINESS

STUDIES
KHB Main Road, R.T. Nagar Post, Bangalore 560 032.

2008 09

CONTENTS
1.

Introduction

2.

Key person with their details

3.

Address of the organization

4.

History

5.

Diary Industry Profile

6.

Products

7.

Companys competitors and its market share

8.

Charts & Progress Analysis

9.

Advertising

10. Mackenzies 7s Model

11. Bibliography

INTRODUCTION

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit
"Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning
"priceless", are found in several Indian languages.............AMUL means "priceless" in
Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a
quality control expert.
Amul was set up in 1946 and its full form is Anand Milk- producers Union Ltd. The
Brand Amul is a movement in dairy cooperative in India. The management of the brand
name is done by the Gujarat Co- operative Milk Marketing Federation Ltd GCMMF
which is a cooperative organization.Amul is located in the town Anand which is in the
state of Gujarat and it has set up itself as a model for development
Amuls tagline The Taste of India can not be doubted under any source of imagination.
The story of Amul (Anand Milk Union Limited) started in 1946 with 247 litres of milk to
do away with the exploitation of middlemen in milk collection and give the villagers
maximum returns. From then, Amul operating under Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF) is today jointly owned by 25 lakh milk producers
in Gujarat, with 11,962 village level milk collection centers.

Amul
Type
Founded

Cooperative
1946

Headquarters Anand, India

Key people

Chairman, Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF)

Industry

Dairy

Products

See complete products listing.

Revenue

$1.33 billion USD (in 2007-08)

Employees
Website

2.41 million milk producers

www.amul.com

Amul: The origin

The mighty Ganges at it's origin is but a tiny stream in the Gangotri ranges of the
Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and heralded
the 'White Revolution' in India. It began with two village cooperatives and 250 liters of
milk per day, nothing but a trickle compared to the flood it has become today. Today
Amul collects, processes and distributes over a million liters of milk and milk products
per day, during the peak, on behalf of more than a thousand village cooperatives owned
by half a million farmer members. Further, as Ganga-ma carries the aspirations of
generations for moksha, Amul too has become a symbol of the aspirations of millions of
farmers.Creating a pattern of liberation and self-reliance for every farmer to follow.

The start of a revolution

The revolution started as an awareness among the farmers that grew and matured into a
protest movement and the determination to liberate themselves. Over four decades ago,
the life of a farmer in Kaira District was very much like that of his counterpart anywhere
else in India. His income was derived almost entirely from seasonal crops. The income
from milch buffaloes was undependable. The marketing and distribution system for the
milk was controlled by private traders and middlemen. As milk is perishable, farmers
were compelled to sell it for whatever they were offered. Often, they had to sell cream
and ghee at throwaway prices. In this situation, the one who gained was the private trader.
Gradually, the realization dawned on the farmers that the exploitation by the trader could
be checked only if marketed their milk themselves. In order to do that they needed to
form some sort of an organization. This realization is what led to the establishment of the
Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul)
which was formally registered on December 14, 1946.
The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An
assured market proved a great incentive to the milk producers of the district. By the end
of 1948, more than 400 farmers joined in more village societies, and the quantity of milk
handled by one Union increased from 250 to 5,000 liters a day.

Obstacles: Springboards for success.

Each failure, each obstacle, each stumbling block can be turned into a success story. In
the early years, Amul had to face a number of problems. With every problem came
opportunity. A chance to turn a negative into a positive. Milk by products and
supplementary yield which suffered from the same lack of marketing and distribution
facilities became encumbrances. Instead of being bogged down by their fate they were
used as stepping stones for expansion. Backward integration of the process led the
cooperatives to advances in animal husbandry and veterinary practice.

GCMMF
AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative
organization's success in the long term. It is one of the best examples of co-operative
achievement in the developing world. "Anyone who has seen ... the dairy cooperatives in
the state of Gujarat, especially the highly successful one known as AMUL, will naturally
wonder what combination of influences and incentives is needed to multiply such a
model a thousand times over in developing regions everywhere." The Amul Pattern has
established itself as a uniquely appropriate model for rural development. Amul has
spurred the White Revolution of India, which has made India the largest producer of milk
and milk products in the world. It is also the world's biggest vegetarian cheese brand..
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an
annual turnover of US $1050 million (2006-07) .Currently Amul has 2.6 million producer
members with milk collection average of 10.16 million litres per day. Besides India,
Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh
Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to
enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding
the Japanese markets. Other potential markets being considered include Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind
the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union,
was elected chairman of GCMMF.
In 2005-2006, Amul has an average daily milk collection of 63 lakhs litres with a
handling capacity of 99 lakh litres. The striking truth is that being a cooperative, it had
Rs. 3,774 crore turnover and planning actively to take it up to the 10,000 crore mark. This
is what makes Amul a unique, Rs 2,200 crore enterprise.
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. Amul has taken on multinationals head on,
HLL in ice-creams, Cadbury in chocolates, Nestle in dairy powder, and commands a

staggering 86 per cent market share in butter. Recently, Amul even did not show interest
in Hersheys proposal of a tieup.
Amul advantages stems from the following facts it has a cost-effective production, it
has diversified in value-added products under the Amul umbrella, it has loyal
customers, a strong brand recall and a strong distribution network.
If Amul were to come up with an IPO (though being a co-operative and free from
clutches of being in public domain, it is a highly unlikely scenario), it would generate as
much interest as has never been witnessed in the Indian stock market history, probably
much more than the Reliance Industries maiden issue. This is because, every India
irrespective of social status, caste, religion and region, has been a staunch Amul eater
right from his childhood across its product categories

KEY PERSON

Ramsinh Prabhatsinh Parmar:-

Chairman

Shri Rajendrasinh Dhirsinh Parmar:-

Vice-Chairman

Shri Dhirubhai Amarsinh Zala:-

Director

Smt. Mansinh Kohyabhi Chauhan:-

Director

Shri Maganbhai Gokalbhai Zala:-

Director

Shri B.M.Vyas:-

GCMMF,MD

Shri Deepak Dalal:-

District Registrar

Shri Rahul Kumar:-

Managing Director

ADDRESS OF COMPANY
. Gujarat Cooperative Milk Marketing Federation Ltd.
Amul Dairy Road
P B No.10, Anand 388 001,
India
Phone: +91-2692-258506, 258507, 258508, 258509
Fax: +91-2692-240208
Email: gcmmf@amul.com
Website: http://www.Amul.com

Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy

Summit

HISTORY
Amul was formally registered on December 14, 1946. The brand name Amul, sourced
from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control
expert in Anand and it was chosen because it was a perfect acronym for Anand Milk
Union Limited.
The Amul revolution was started as awareness among the farmers. It grew and matured
into a protest movement that was channeled towards economic prosperity.

Situation of farmers
Over five decades ago, the life of an average farmer in Kheda District was very much like
that of his/her counterpart anywhere else in India. His/her income was derived almost
entirely from seasonal crops. The income from milk buffaloes was undependable. Milk
producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy
in Anand often milk went sour, especially in the summer season, as producers had to
physically carry milk in individual containers. Private traders and middlemen controlled
the marketing and distribution system for the milk. These middlemen decided the prices
and the off-take from the farmers by the season. As milk is perishable, farmers were
compelled to sell it for whatever they were offered. Often, they had to sell cream and
ghee at throw-away prices. In this situation, the private trader made a killing. Moreover,
the government at that time had given monopoly rights to Polson Dairy (around that time
Polson was the most well known butter brand in the country) to collect milk from Anand
and supply to Mumbai city in turn (about 400 kilometers away). India ranked nowhere
amongst milk producing countries in the world in 1946. Gradually, the realization
dawned on the farmers with inspiration from then nationalist leaders Sardar Vallabhbhai
Patel (who later became the first Home Minister of free India) and Morarji Desai (who
later become the Prime Minister of India) and local farmer, freedom fighter and social
worker Tribhovandas Patel, that the exploitation by the trader could be checked only if
they marketed their milk themselves. Amul was the result of the realization that they
could pool up their milk and work as a cooperative
Setting Up of Gujarat Cooperative Milk Marketing Federation

In 1954, Kaira District Co-operative Milk Producers Union built a plant to convert
surplus milk produced in the cold seasons into milk powder and butter. In 1958, a plant to
manufacture cheese and one to produce baby food were added. Subsequent years saw the
addition of more plants to produce different products. In 1973, the milk societies/district
level unions decided to set up a marketing agency to market their products. This agency
was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was registered as
a co-operative society on 9 July 1973.

Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio
consisted of impulse products like sticks, cones, cups as well as take
home packs and institutional/catering packs. Amul ice cream was
launched on the platform of Real Milk. Real Ice Cream given that it is
a milk company and the wholesomeness of its products gives it a
competitive advantage.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and
Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999.
It has combated competition like Walls, Mother Dairy and achieved the
No 1 position in the country. This position was achieved in 2001 and it
has continued to remain at the top.
Today the market share of Amul ice cream is 38% share against the
9% market share of HLL, thus making it 4 times larger than its closest
competitor.
Not only has it grown at a phenomenal rate but has added a vast
variety of flavours to its ever growing range. Currently it offers a
selection of 220 products. Amul has always brought newness in its
products and the same applies for ice creams.
In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice
Cream, which was a first in India. This range of SUGAR FREE, LOW FAT
Diabetic Delight & ProLife Probiotic Wellness Ice Cream is created for
the health conscious.

Amuls entry into ice creams is regarded as successful due to the large
market share it was able to capture within a short period of time due
to price differential, quality of products and of course the brand name.

In Popular Culture
The establishment of Amul is also known as White Revolution. The White Revolution of
India inspired the notable Indian film-maker Shyam Benegal to base his film Manthan
(1976) on it. The film starred Smita Patil, Girish Karnad, Naseeruddin Shah and Amrish
Puri. The film itself was financed by over five lakh rural farmers in Gujarat who
contributed Rs 2 each to the film' budget. Upon its release, these same farmers went in
truckloads to watch 'their' film, making it a commercial success.[9][10], the film was chosen
for the 1977 National Film Award for Best Feature Film in Hindi.
The White Revolution ushered an era of plenty from a measly amount of milk production
and distribution. Aside from the great measurable success that this project was, it also
demonstrated the power of "collective might". A small set of poor farmers of Kheda
district in Gujarat had the vision and foresight to act in a way that was good for the
society and not for the self alone.

Dairy Industry Profile, 1997

Human population:
Milk production:
Average annual growth rate
(1995-2000):
Per capita milk availability:
Milch animals:
Milk yield per breedable
bovine in-milk:
Cattle feed production
(organized sector):
Turnover of veterinary
pharmaceuticals:
Dairy plants throughput:
Throughput as percentage
of total milk output:
Value of output of milk
group (1994-95)*:
Value of output of dairy
industry**:

953 million (70 million dairy farmers)

74.3 million tonnes (203.5 million lpd)
5.6%
214 g/day or 78 kg/year
57 million cows; 39 million buffaloes
1,250 kg
1.5 million tonnes
Rs. 550 crores
20 mlpd
10
Rs. 50,051 crores
Rs. 105,000 crores

Gujarat Cooperative Milk Marketing Federation

GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food
products marketing organisation. 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

Members:

13 district cooperative milk

producers' Union

No. of Producer Members:

2.7 million

No. of Village Societies:

13,141

Total Milk handling

capacity:

10.21 million litres per day

Milk collection (Total 2007-08):

2.69 billion litres

Milk collection (Daily

Average 2007-08):

7.4 million litres

Milk Drying Capacity:

626 Mts. per day

Cattlefeed manufacturing
3090 Mts per day
Sales
Turnover
Rs
(million)
US $ (in million)
Capacity:
1994-95
11140
355
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

Products
Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate,
ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others.
In January 2006, Amul plans to launch India's first sports drink Stamina, which will be
competing with Coca Cola's Powerade and PepsiCo's Gatorade
In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its
product offering in the milk products segment. Other Amul brands are Amul Kool, a low
calorie thirst quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and
India's first sports drink Stamina.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation
Marketing Award for 2007.

PRODUCTS
1) AMUL BUTTER

Features:AMUL BUTTER is made from Butter, Common Salt, permitted natural colour- Annatto.
Composition:

Milk Fat 80%

Moisture 16%
Salt 2.5%
Curd 0.8%

Calorific Value:
720 kcal./100g
Special Features:
Made from fresh cream by modern continuous butter making machines. Marketed in
India since 4 decades.

2) AMUL LITE
AMUL LITE : A Low Fat Low Cholesterol Bread Spread
Unlike Butter & Margarine, Amul Lite is a low-fat, low-calorie & low-cholesterol bread
spread, hence a healthier substitute. It contains 26% less fat and calorie content as
compared to butter or margarine

PRODUCT COMPOSITION
Per 100g

AMUL
BUTTER MARGARINE
LITE

Total fat %

59

80

80

Milk Fat %

10

80

Vegetable
Fat %

49

80

26 mg

210

531

720

720

Cholesterol
Total
Calories
Special Features

Since Amul lite is low in calories, you can maintain your slim-trim shape without
sacrificing on the taste.
Amul lite is a low-fat and low-cholesterol product and less cholesterol means less
chance of heart diseases. It is specially suited for elderly people & those with
health complications for whom the consumption of high cholesterol and high
saturated fat products is restricted.
Amul Lite is low in saturated fats & high in PUFA for a "healthy heart".
Amul Lite contains "Omega-6 & Omega-3 fats" which maintain healthy
cholesterol levels.
Amul Lite is fortified with Vitamins A & D, essential for good vision & healthy
skin
It is manufactured in a fully automated, ISO9000 certified plant under strict
hygienic conditions.

Product Specification

The product is certified by AGMARK for quality

Product Application
Amul Lite is ideal spread for toasts, sandwiches & bread. It can be used for topping on
parathas, pav-bhaji, pulao, khichri, soups etc and also for household baking, preparation
of cakes etc.

3) Delicious Table Margarine

Table Margarine is characterized by a physical consistency similar to butter and is

commonly known as butter-substitute.
Margarine is prepared exclusively from vegetable oils and fats.

Product Attributes

Prepared from Refined Vegetable Oil. Total fat content is 80% min.
Contains Zero Cholesterol, hence suitable for cardiac patients.
Fortified with Vitamins A & D
Manufactured in an ISO 9000 certified plant under strict hygienic conditions. The
product is completely untouched by human hand
Shelf life 6 months under refrigeration

Product Applications

For use as a butter-substitute in all applications.

Suitable for use as a cooking medium. Can be heated to high temperatures.
Ideal as a spread on bread/toasts/sandwiches
For shallow frying or sauting (frying quickly in a little fat).

For use as topping on variety of items, viz; pav-bhaji, parathas, khichri, pulao,
soups etc.

Pack Configuration
Delicious Table Margarine Is Available In 100g & 500g Block Packs.

4) Amul Kool Milk Shake

Amul is all set to further consolidate its position in the beverages market with the
introduction of milk shake under brand name Amul Kool Milk Shake in 4 exciting
flavours Banana, Mango, Strawberry and Badam.
Amul Kool Milk Shake, targeted at youth & teenagers, is the balanced blend of best
quality fruit solids (Banana, Mango, Strawberry) and goodness of milk. Priced at Rs. 22/for a 220 ml. in convenient & stylish world class Can packing. Amul Kool Milk Shake is
the healthy option against carbonated soft drinks and provides value for money to the
consumer.
It brings goodness of fruits all the year around. You can enjoy your favourite flavour
anywhere, on the move. Apart from its refreshing fruit taste, the product has calcium,
protein, carbohydrates, vitamins, etc., for healthy growth of a human body.
Along with the above three flavours, one more flavour will also be introduced in the
brand name of Amul Kool Milk Shake Badam in 220 ml can packing. This will also be
priced at Rs. 22/-. The product which contains Milk solids and Almond pieces is a
delicious drink rich in nutrients.
The Amul Kool Milk Shake in Tetra Pack in 3 flavours, i.e. Mango, Strawberry and
Banana is also ready for launch. This is priced at Rs. 15/-.

Product Composition :
Ingredients:
Double Toned Flavoured Milk. Manago /Strawberry/ Banana Solids. For Badam Milk
Shake: Milk Solids and Almond Pieces.
Primary Pack :
220 ml Can and 180 ml tetra Brick pack

5) NUTRAMUL MALTED MILK FOOD

NUTRAMUL MALTED MILK FOOD is made from malt extract, milk solids, sugar,
cocoa powder, emulsifying agents, sodium bicorbonate and added flavour.

Composition:

Fat 6.5%
Carbohydrates 70%
(Starch, sugar)
Moisture 2%
Protein 11.5%
Cocoa 8%

Special Features:

Amul's Nutramul has the highest protein content among all the brown beverage powders
sold in India and is the only one in India with BIS certification mark.

6) Amul Basundi

Ingredients :

Amul Basundi is concentrated milk based product with added sugar, flavours and
condiments.
Fat - 11%, Milk Solids - 25%, Sugar - 9%

Calorific value :

205 Calories per 100ml

Pack options :

500 ml and 1 Liter aseptic Tetra Pack

Special Features :

Prepared from best quality milk and other ingredients

Rich in nutrition and Zero Bacteria
Packed in convenient aseptic pack (Tetra Pak packaging materials)
Long shelf life - 6 months from date of manufacturing
Can be stored at room temperature and does not require refrigeration till opened.
Zero wastage. Use as much you require.
Consistency in quality and available round the year.
Economically priced (Value for money)

7) AMUL CHOCOLATE

Composition:

Milk Fat 2%
Sugar 55%
Total Fat 32.33%
(Milk Fat + Cocoa Fat)
Cocoa Solids 7.5%
Milk Solids 20%

8) Mithaee Gulab Jamuns

9) AMUL SHRIKHAND

AMUL SHRIKHAND is made from Chakka, Sugar and flavouring agents/fruits

(Elaichi, Saffron, Mango pulp)

Composition:

Fat 5.5%
Milk solid-not fat 13.5%
Sugar 40%
Flavouring agent 2.5%
Mango pulp

Calorific Value:
260 kcal./100g
Special Features:
Shrikhand is a traditional sweet. It is the only pasteurized Shrikhand available in the
country with smooth texture and extended shelf life. Made from most modern dairy
equipment.

10) Masti Soups

11) AMUL MASTI DAHI

AMUL MASTI DAHI is made from Pasteurized Toned Milk

Approximate Composition:

Fat 3.5%
SNF 8.5%

Special Features:
Only Packed curd available in market, made in the hygienic way in modern processing
plant. Made with special culture to give a smooth, mild acidic taste and pleasant flavour
consistently.

12) AMUL MITHAI MATE SWEETENED

CONDENSED MILK

Composition:

Sweetened Condensed Milk

Total Milk Solids 31% minimum
Fat 9.0% minimum

Added Cane Sugar 40.0% minimum

Special Features:
Produced on the only continuous condensing plant in the country. The product contains
no preservatives.

13) AMUL MALAI PANEER

Technologically, it is equivalent to Cream Cottage Cheese of western products.

Can be kept good in the deep freeze for 6 months.

Amul Malai Paneer is available in already cut cubes form which saves preparation
time of housewives as well as reduces losses due to crumbling.

The best quality Malai Paneer with quality assurance of Amul is the only national
brand of Paneer available in India since 1997. It is also exported to US, Gulf as
well Singapore & Japan markets regularly.

"Richer, Softer, Better" Paneer made out of fresh milk. Composition of Amul
Malai Paneer is as under.
Parameters
Moisture % (Max)

Standards
55.0

Fat % on Dry Matter Basis (Min)

50.0

Higher fat content (26-27%) and lower moisture content than other loose Paneer
available in the market. This gives Amul Malai Paneer smooth, uniform texture
and softness that most consumers desire.

Automated production process giving Hygienic Malai Paneer unlike the locally
made Paneer & being sold in open.

Most convenient form of diced / Block Malai Paneer which can be stored in deep
freeze for usage at any time.

Within 10 minutes of thawing in lukewarm water the Amul Malai Paneer regains
its softness.

Diced Paneer is available in three pack sizes viz. 100 g, 200 g & 1 kg pack in heat
sealed poly pouches to ensure the best quality. Recently we have launched Block
Paneer in 100g, 200g, 500g & 1 Kg packs in Aluminum foil & paper carton over
it.

14) AMUL PURE GHEE

Composition:

Milk Fat 99.7%

Moisture 0.3%

Calorific Value:
900 kcal./100g
Special Features:
Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product
made by dairies with decades of experience. A rich source of Vitamin A, D, E and K.
Product Specification:
Meets AGMARK SPECIAL GRADE specification of the Agmark scheme (1938) of
Govt. of India.

15) Amul Pizza Mozzarella Cheese

Ingredients:

Milk, Common Salt,

100% Vegetarian Coagulating
Enzymes.

Composition:

Fat on dry matter > 30% but < 40%

Moisture > 45% but <52%
Salt > 1.1% - 1.6%

Special Features

Amul,which is the largest selling brand of Cheese in India, is introducing genuine

Mozzarella Cheese for the first time in the country.
Amul Pizza Cheese has Moist, Soft, Elastic texture and has a very timely surface
sheen and when fresh, it has a slightly salty blandish taste and pleasant aroma.
Because of its stretchability, i.e. ability to form strings when hot, this cheese is
ideal for preparing Lasagna, Veal Cutlet, Alla Parmagnia and as a topping on
pizzas.
When baked along with pizzas, it melts uniformly, beautifully engulfing all other
ingredients of the pizza surface.
Mozzarella is an excellent source of milk proteins, which are palatable

BRITANNIA

BNZFL is a joint venture between Britannia Industries Ltd &

Fonterra Cooperative Group ,New Zealand ,a diary Cooperative
group.

The company focuses entirely on the diary business with cheese

being its flagship product.The other product it sells are diary
whiteners ,butter ,ghee & a malt drink Anlene.

Its turnover in 2005-06 in US $ 24 million with about 50% coming

from processed cheese ,30% from the diary whitener & remaining
20% from butter & ghee sales.

CHEESE PRODUCTS:

The firm has also entered the fresh pastuerised milk market
,dominated by Govt-owned milk marketers.

The firm has started supplying dresh paneer in & around Delhi.

The firm also has in its portfolio Daily Fresh Dahi & has just
launched low fat Dahi in 2008.

NESTLE

Nestle India is a subsidiary of Nestle SA ,World s biggest food

company & a leading Swiss giant.

Nestle Indias business can be broadly classified into four

categories milk products & nutrition, prepared dishes
,cooking aids ,beverages & chocolate ,confectionary.

The company is focused on growing its market share through

renovation & innovation of its existing brands in India.

CADBURY

Cadbury India began its operations as a trading concern in

1947.The company today employs nearly 2000 people across
India.

Currently Cadbury India operates in 3 sectors viz Chocolate

Confectionary ,Milk Food Drinks and in the Candy category.

In the chocolate confectionary business ,Cadbury has maintained

its undisputed leadership over the years & has market share of
over 70% the highest Cadbury brand share in the world.

HLL

Unilever , the major shareholder in HLL is the worlds largest

ice-cream company selling in more than 80 countries.

The Rs 1200 crore branded ice-creams sector is dominated by

HLL with 37% market share followed by Amul with 27%
market share.

With a growth in sales of nearly 40% in 2006 & with HLL

making profits in the category for the second year ,the company
is bullish.

The market share potential is huge with ice-cream consumption

in the country very niche ,at around 500ml per capita ,
compared with 2-4 litre in Singapore.

MARKET SHARE

Nestle:-

28%

Cadbury:-

58%

Amul:-

13%

Any other:-

1%

Progress Analysis of Amul

AMUL TURNOVER

Annual turnover of Rs 4300 crore (2006-07) .

Rs 10000 crore mark over the next 3 years .

But the turnover doubled to over Rs 4300 crore with in a years from 1999-2007.

STOCK CHART FOR AMUL

MARKET SHARE OF BSE AMUL COMPANY

GCMMF Today:-

GCMMF is India's largest food products marketing organisation. 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. GCMMF markets and manages the Amul brand. From mid-1990's
Amul has entered areas not related directly to its core business. Its entry into ice cream
was regarded as successful due to the large market share it was able to capture within a
short period of time - primarily due to the price differential and the brand name. It also
entered the Pizza business, where the base and the recipes were made available to
restaurant owners who could price it as low as 30 rupees per pizza when the other players
were charging upwards of 100 rupees.
In September 2007, Amul emerged as the leading Indian brand according to a survey by
Synovate to find out Asia's top 1000 Brands.

GCMMF bags APEDA AWARD for 11th year in a row

GCMMF has bagged award for excellent performance in exports of dairy products for the
year 2006-07 from Agricultural and Processed Food Exports Development Authority
(APEDA), Minister of Commerce, New Delhi. GCMMF has won the award for 11th
time. The award was received by Mr. Raveen Choudhary, our AGM (Z-I), Delhi, from
Hon'ble Minister of Commerce, Shri Kamalnath, in a glittering ceremony held at Siri Fort
Auditorium on 3rd June, 2008.

Visit of Mr. Walter Stechel, Consul General, German Consulate

General, Mumbai

Mr. Walter Stechel, Consul General, German Consulate, Mumbai visited Anand and
Gandhinagar on Friday, June 27, 2008. An Economist himself, Mr. Stechels visit was
to gain a first hand experience of the working of the Amul model of cooperative
development. His visit to Mother Dairy, Gandhinagar and Amul Dairy left him very
impressed. Later he met Shri B. M. Vyas, Managing Director, GCMMF and discussed
the dairy scenario with him.

Advertising

An Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in
between George Fernandes and Vajpayee.
Its advertising has also started using tongue-in-cheek sketches starring the Amul baby
commenting jovially on the latest news or current events. The pun in her words has been
popular. The Amul ads are one of the longest running ads based on a theme, now vying
for the Guinness records for being the longest running ad campaign ever. Sylvester
daCunha, was the managing director of the advertising agency, ASP, that created the
campaign in 1967 whose charm has endured fickle public opinion, gimmickry and all
else.

STRATEGY

Besides focusing on competitive pricing ,BNZF has adopted a 3 prolonged

strategy of freshness (lower pipeline stock) availability & visibility (more shelf
space at modern trade )
It recently entered some fresh milk markets such as Delhi , Kolkota , where
GCMMF does not have a presence . It is concentrating on just 30 cities & that too
through select class A&B outlets , for butter & cheese.It is not playing the
national game with GCMMF.
Being No 2 in the butter & cheese market after Amul which holds more than 86%
(combined butter & cheese market) it should be following offense strategy by
attacking the strengths of Amul Cheese market.

Structure:
Board of directors -> Board Advisory -> General Manager -> Functional Head ->
Functional Team members -> Trainee

Systems:
Financial systems Corporate Finance ,Trading
Human Resource - Hiring, promotion and performance appraisal systems
Information systems - SAP
Project Development Strategic planning , business development , Project Retention
Corporate Communication Media , Investor Relations, Branding

Staff:
Producer members 2.7 million
13 district cooperative milk products Union

Style:
Amul top management majorly concentrates on acquiring project to be among the top
players in the industry. they raised money through the one of the mega IPO on BSE,
again that was the indication of the number of projects they have. That also makes
business and Finance sense to build a world class organization.

Skills:
In a nut shell, I would say that brand image, no. of projects , sufficient funds for the
operating these projects and a experienced manpower for the completion of the project
and last but not the least corporate and political hold gives an value addition to the entire
business.

Shared Value:

The greatest value has been created by Amul through leveraging its scale, efficiency
and global capabilities.Our partnership with Amul increases our responsiveness to
business change with access to a larger and more flexible workforce whilst reducing
our overall risk profile through broadening the knowledge base around some of our
key systems.

BIBLIOGRAPHY
Thanks to Mr. Mrinmoy Biswas
www.google.com
www.businessweek.com
www.amuldiary.com
www.amul.com