'Amul 

(The Kaira District Co-operative Milk Producers’ Union) is an Indian dairy cooperative society,
based at Anand in the Indian state of Gujarat.

 Formed in 1946, it is a cooperative brand managed by a cooperative body, the Gujarat Co-operative

Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million (3.6 million) milk
producers in Gujarat, and the apex body of 13 District Milk Unions, spread across 13,000 villages of
Gujarat.

 Amul spurred India's White Revolution, which made the country the world's largest producer of milk
and milk products.

Dr Verghese Kurien is recognized as the man behind the success of Amul

The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless.

Amul (Anand Milk-producers Union Limited)

It was formed in 1946, as a dairy cooperative movement in India.\

Amul Launches Ready to Drink Coffee

 Thursday, November 2, 2006 5:19PM IST (11:49AM GMT)

 
Anand, Gujarat, India:  Amul has now entered the branded ready to serve Coffee market with the launch of Amul Kool Café
all over the country today. Made from pure milk and coffee and developed to suit Indian taste, Amul Kool Café will be
available in drink pack options of bottle, tetrapak and can. Priced at Rs. 15/- for a 200 ml disposable bottle, Rs. 15/- for a
200 ml. tetrapak and Rs. 20/- for a 250 ml. can, Amul Kool Café provides value for money to the consumer.

Amul Kool Café is targeted at ‘Generation X' who is in search of a healthy beverage which is tasty, trendy, and nutritious.
Amul plans to launch in the near future Coffee Mocha, Coffee Sugar free and decaffeinated flavours.

With this launch, the Gujarat Co-operative Milk Marketing Federation Ltd., Asia's largest integrated dairy products
manufacturing and marketing organization and India's largest food company, further consolidates its position in the beverage
market. The non-carbonated drink market has been showing a hefty double digit growth since the last couple of years.
GCMMF is now a leading player in the Indian Dairy beverage market with over 90% market share in branded packaged
dairy drinks segment.
In keeping with its goal of emerging as the single largest entity in the dairy beverage market, Amul introduced low calorie
thirst quenching drinks, nutritious and tasty Amul Masti Buttermilk in addition to Amul Kool range of flavoured milk and also
India's first Sports and Energy drink Stamina. In keeping with this trend it has now launched Kool Café targeted towards the
youth.

The Indian soft drink market is worth about Rs. 6000 crores per annum. The soft drink market can be broadly divided into
two major segments - carbonated soft drink and non-carbonated soft drinks. The carbonated drinks account for 85% of the
total soft drink market. However, the growth rate has been stagnant and in fact declining over the past few years. The non-
carbonated drinks category includes special categories like fruit drinks, juices and dairy drinks, etc. With the changing
lifestyles, the growth in non-carbonated drink category has been much higher than the carbonated category. There is an
inherent need in the mind of the Indian consumer for a healthy drink. Amul Kool Café satisfies this need.