PRESENTATION

ON
OVERALL
DISTRIBUTION CHANNEL OF
“AMUL”

PRESENTED BY
Priyanshu Sharma
 THE COMPANY
• Amul means priceless in Sanskrit
• Since 1946
• Market leaders for Amul butter and milk
• Turnover of 52000/- Cr.
• Amul is a symbol for
• High quality at reasonable prices
• Genesis of a vast co-operative network
• Best and reliable technology
• Farmer’s organization
 Introduction
• The “Bottom of the Pyramid” Structure.
• Founded by Dr. Verghese Kurien : Father
of white revolution in India
• Successful “value for money” strategy.
• A successful cooperative society that
always take care of the farmers and loyal
customers.
 PRODUCTS

• Bread Spreads

• Milk Drinks

• Powder Milk

• Fresh Milk

• Cheese

• For Cooking

• Chocolate
 GCMMF: An Overview
Gujarat Cooperative Milk Marketing
Federation (GCMMF) is a dairy cooperative based in
Anand, Gujarat, India.
• Members
– 13 district cooperative milk producers Union

• No. of Producer Members

– 2.79 million

• No. of Village Societies

– 13,328

• Total Milk handling capacity

– 11.22 million liters per day
 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

 SCM and Market Logistics
• Implementation of an ERP(Enterprise
resource planning) program as low as Rs. 3
corers 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.
 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 407’s
• Third leg
• WDs to retailers
• Transport through rickshaws according to the beat plan
 Distribution Process
Company (Gujrat)

Depots (Bangalore)

Wholesaler 20% Margin (No.15)

Retailer 5% Margin

Consumers
VALUE CHAIN PROCESS
• https://www.youtube.com/watch?v=VnOG2
uUeSUw
Thank You!!