AMUL

 Founder: Verghese Kurien, Tribhuvandas Kishibhai Patel

 CEO: R.S. Sodhi (30 Jun 2010 - Present)
 Founded: December 14, 1946
 Headquarter: Anand, Gujarat
 Website: amul.com
 Amul Full-Form: Anand Milk Union Ltd.
 Revenue: INR 38,550 crores (US$5.4 billion), 2020
 Managed by: Gujarat Co-operative Milk Marketing Federation Ltd Sector: Food &
Beverages
 Tagline/ Slogan: The taste of India; Utterly butterly delicious Amul
 USP: India’s most trusted and popular dairy products’ brand

AMUL STP
 Amul Segmentation
People who need milk and milk products for day-to-day use.
 Amul Target Market
Lower, Middle, and upper-middle-class families.
 Amul Positioning
Amul is an Indian brand producing superior quality milk & dairy products.

MISSION
GCMMF endeavors to meet the taste and nutritional requirements of the consumer through
perfection in marketing by a dedicated team. Through corporate networking, they commit to
offering quality products that provide the best value for money.

VISION
The vision of Amul is to help farmers. Farmers are the foundation stone of Amul. The system
works only for farmers and the consumers, not for profit.
The aim of Amul is to give quality products to the consumers at the merest charge and to
provide the most profit in terms of money to the producers.

QUALITY POLICY
The motivated and dedicated workforce at Amul is bound to offer wholesome and
trustworthy food of superior quality to remain the market favourite. Regular deployment and
quality supervision, technology, modernization, and eco-friendly process to accomplish the
joy of customers and for the improvement of milk producers.
History
Amul is an Indian dairy cooperative society based out of Anand that prevails in Gujarat. The
brand name Amul means "AMULYA". The Sanskrit word AMULYA means PRICELESS.
Amul was established in 1946 by Tribhuvandas Patel under the direction of the first deputy
prime minister of India Sardar Vallabhbhai Patel. It is administered by Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), a cooperative body that holds 3.6 million milk
producers of Gujarat today.
White Revolution has made India the biggest maker of milk and milk products, as a reply to
the exploitation of local milk producers by the sellers and the agents of dairy, the Polson
dairy (19 December 1946). The price of the milk was random. Also, the government granted
monopolistic powers to Polson to collect milk from Kaira dairy farmers and deliver it to the
cities of Mumbai.
Aroused by the practice, the producers of Kaira pleaded Sardar Vallabhbhai Patel under the
direction of their leader Tribhuvandas K. Patel. Sardar Patel guided them to form an
association, i.e., Kaira District Co-Usable Milk Producers Union (KDCMPUL), and deliver
milk straight to the Bombay Milk Scheme rather than depending on Polson. He assigned
Morarji Desai to solve the concerns.
The milk collection was decentralized, as most of the makers were minor farmers who could
provide 1–2 litres of milk each day and, cooperatives for every town were appointed.
KDCMPUL started pasteurizing milk under the direction of Tribhuvandas Patel for the
Bombay Milk Scheme by June 1948. Amul commemorated its 25th Anniversary with Morarji
Desai, Maniben Patel, and Verghese Kurien in 1973.
The cooperative was formed and controlled by Dr. Verghese Kurien with H.M. Dalaya.
Dalaya's variation of manufacturing skimmed milk powder from buffalo milk for the first
time in the world and then giving it a commercial scale with the help of Mr. Kurien to led the
first modern dairy of the cooperative at Anand (Gujarat). It battled against many established
market players.
Within a short period, the success of the cooperative dairy spread to the neighbourhood of
Anand in Gujarat. Hence, five associations in other regions like Mehsana, Banaskantha,
Baroda, Sabarkantha, and Surat were set up by succeeding the Anand pattern.
During 1970, the White Revolution of India began. The Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), a zenith marketing society of district cooperatives, was set up to
link units and grow the market by saving on promotion and evading regional competition in
1973.
Prime Minister Narendra Modi inaugurated the Amul chocolate plant near its headquarters
in Mogar, Anand on 30 September 2018.
The main motto of Amul is to support milk producers. Amul system intends to provide the
highest possible benefit to the milk producers and the lowest reasonable price to consumers.
Today Amul is a symbol of the high-quality products sold at reasonable prices.
The Product Range
 Bread spreads
 Cheese Range
 Fresh Milk 
 UHT Milk Range
 Milk Powders
 Milk Drink Amul 
 Brown Beverage 
 Curd Products
 Pure Ghee 
 Sweetened Condensed Milk
 Mithaee Range (Ethnic Sweets)
 Ice-cream 
 Chocolate & Confectionery

MAJOR COMPITETORS
1. Parag Milk Foods
Parag Milk Foods is one of the largest competitors of Amul and the second-largest producer
of milk in India. It is commonly known by its brands Govardhan and Goes, which it uses to
market dairy products among consumers. The brand Gowardhan aims at consumers from the
older demographic. The list comprises Gowardhan Gold full-fat milk, Gowardhan Fresh,
toned milk, and Gowardhan Tea Star, specifically aimed for tea and coffee drinkers.
Additionally, Parag Milk plays a central role in people’s lives. The brand believes in making
dairy moments enjoyable, inspiring and nutritious. As it strives to offer healthier & nutritious
dairy alternatives to people, keeping the taste and flavour in mind. The wide range of
products is designed to make moments both delicious and healthy.
2. Mother Dairy
Another competitor of the brand Amul, especially in the North Indian market, is Mother
Dairy. Mother Dairy is a subsidiary of the National Dairy Development Board (NDDB) and
is quite popular in Delhi and NCR region. It is an Indian company providing and selling milk,
milk products, and other edible products. The brand has gained goodwill by giving preference
to stores set up by ex-servicemen and war veteran families.
Mother Dairy exists in various sectors dealing with milk and milk products, including ice
cream, ghee, paneer, and other dairy products. Over the years, the brand has built a high trust
among customers.
The customers are satisfied with their products, and the company focuses on the sentiments
and demands of Indian customers. Due to their various products in this brand, Mother Dairy
is considered one of the top Amul competitors.