About AMUL

Amul is a brand for dairy products and Marketed by

GCMMF(Gujarat Co-operative Milk Marketing Federation)
‘Amul’ means “priceless” in Sanskrit.
GCMMF is India’s largest food products marketing
organization.
It is a state level apex body of milk cooperatives in
Gujarat which aims to provide remunerative returns to the
farmers.
Amul is a leading food brand in India with a turnover of
Rs. 52.55 billion in 2007-08.
 History
The revolution started as an awareness among the
farmers of Kaira district of Gujarat.
In 1946, Sardar Vallabhbhai Patel and Mr. Tribhuvandas
organised farmers into co-operatives.
In 1949 ,involvement of Dr. Verghese Kurien started
experiment of making condensed milk from buffalo’s
milk.
Construction of cooperative’s new dairy in 11 months.
In 1973, union decided to set up a marketing agency,
this agency was GCMMF.
 Plant Layout
Plant Layout is the Overall Arrangement of the Machine
Tools, Handling Equipments, Storeroom Etc.

AMUL Plant is indigenously worked out with facilitation

of various production processes and production of multi
products under one plant.

The total plot is nearly about 2.27 kms.

Separate buildings are provided with required
arrangements of machine tools handling and computers
connection through the control room to fit for varying
product-manufacturing departments.
 Plant Layout (contd..)
The Plant is engaged in producing milk, ice creams, milk
powder and ghee.

Entire department is uniquely provided with facilities for

processing each product

There are 4 production departments and packaging

departments pertaining to each product respectively.

A good layout results in elimination or minimization of

accidents and hazards and cost while increases the
output.
 Operating Analysis
Amul’s only source of raw material is Village Milk
societies.

Milk is brought from such village milk societies every

morning and evening.

This milk is then sent to the dairy plant.

In the dairy plant the milk is processed i.e. it is made

free from germs.
 Milk Processing
Collection of
Raw-Milk Electronic Milk
Test

Purchasing & Methyline Blue

Standardizing Reduction Test
Process

Separation
Process

Quality
Check

Packaging Cold
Process Storage
1. Collection of Raw Milk
 Raw milk is collected from different co-operative societies
of Gujarat.
 About 122,000 liters of raw milk is collected per day.
 Before this milk is sent to the laboratory for testing the
‘FAT & SNF’ proportion, the milk is separated from the
raw milk.
 The milk is taken from the chilling centers to Ahmedabad
with the help of trucks.
 After collecting the samples of milk, they are taken to the
laboratory ,where two types of tests are conducted.
1. Electronic milk test
2. Methyline blue reduction test
 Electronic Milk Test
Before pasteurizing the milk the samples are taken to
the laboratory.

In the laboratory with the help of machine called

electronic milk tester, the proportion of SNF & FAT is
checked with phosphate solution.

When the color of the milk becomes yellow, it is sent for

pasteurization.
 Methyline blue reduction test
Another test, which is taken in the laboratory, is called
Methyline blue reduction test. This test is conducted for
checking for how long the milk will remain fresh.

After laboratory gives green signal and confirming, the

raw milk at the reception dock is brought in to the house
and is sent to the milk processing plant.

This is then chilled below 4 degree C. and then stored in

milk silos.

After that milk is processed which has two steps i.e.

pasteurizing and standardizing
2.Pasteurizing & Standardizing
 Ready Milk = Pasteurized + Standardized.
To pasteurize the milk means to kill all the germs in the
milk by a particular method which was invented by a
scientist called James Pasteur and so the name
pasteurization.
Standardization process is known such as it bifurcates the
milk in 3 categories varying according to that FAT & SNF
contents.
The equipment is named OSTA. Auto standardization
adjusts the fat directly.
The computer is just ordered whether gold or standard
milk is to be rationed and the same will be received with
appropriate contents.
 3. Separation process
Separator machine separates two kinds of products,
skimmed milk & cream, through channels.
There are 100 disks fixed in separator machines, which
revolve at 5000 rpm.
It is taken to the tanks, which has the capacity of 20000
litres.
Whenever the milk is needed from the tank, it is tested
in the laboratory and the deficit proportion fat is added
by mixing cream.
This process continues for 24 hours.
 4. Quality Check
Pasteurized milk is sent for a quality check in the Quality
Assurance laboratory of the dairy plant.

Within 14 seconds FAT and SNF proportion is received

regarding 30 lack litres of milk.

The total investment put into the lab by the Dairy plant is of
Rs. 6 crores.

This laboratory only checks and analyses the powder, milk

and ghee. There is a separate ice-cream analysing laboratory.
 5.  Packing Process
In the milk packaging station there are huge pipelines
and behind each of them there is polyfill machine from
which the material to pack milk comes out.

There are 12 such polyfill machines in the packaging

station from which the materials to pack milk comes out.

From each of these 12 machines 100 pouches are packed

in one single minute.
 6. Storage
Then the milk is sent to the cold storage of the dairy
where the milk is stored until it is dispatched.

Here the milk is stored at temperature ranging from 5 C

to 10 C, it is maintained with the help of exhaust fans
having silicon chips.

About 40,000 litres of milk is dispatched from the cold

storage of the dairy plant everyday.

The damaged pouches are kept a side and the milk is

once again put to the tank.
 Distribution Network
GCMMF has an excellent distribution network. It is its
distribution channel, which has made it so popular.
GCMMF’s products like milk and milk products are
perishable. Hence it becomes that much important for
them to have a good distribution.
Amul Parlors
Amul has come out with a unique concept of Amul
Parlours. They have classified them under 4 types:
Center for excellence (Infosys, IIMA, NID Ahmedabad etc. )
On the Move (railway stations bus depots)
Amul Parlours (Across different cities fully owned by Amul)
Amul Preferred Outlets (private shops, keep the entire of
product range of Amul )
 GCMMF Today
Members: 13 district cooperative
milk producer’s union
No. of Producer Members: 2.7 million
No. of Village Societies: 13,141
Total Milk handling capacity: 10.21 million litres/day
Milk collection (Total- 07-08): 2.69 billion litres
Milk collection (Daily Avg 07-08): 7.4 million litres
Milk Drying Capacity: 626 Mts. per day
Cattlefeed manufacturing Capacity: 3090 Mts per day
 GCMMF TURNOVER
Sales Turnover Rs (million) US $ (in million)
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
 AWARDS
 GCMMF bags APEDA AWARD for 11 th
year in a row.

 Amul Pro-Biotic Ice-cream gets No.1 Award at world dairy

summit.

 Ramkrishna Bajaj National Quality Award 2003.

 Received International Cio 100 Award for

Resourcefulness.
 Certification
ISO 9000-HACCP certified plants : All Amul Ice Cream
plants are ISO 9000-HACCP certified.

Amul is in the process of getting ISO 22000 (Improved

version) certification for all its plants.

 No. 1 in Quality : Amul is ranked No.1 ice cream in

quality by “INSIGHT” (May-June, 2002), a bimonthly
consumer magazine published by Consumer Research and
Education Society (CERS) based at Ahmedabad.
PRODUCTS:
Bread spread:

AMUL BUTTER AMUL LITE-LOW FAT DELICIOUS TABLE

&
MARGRINE
LOW CHOLESTROL
BUTTER SPREAD
Powder Milk:

 AMUL SPRAY
INFANT MILK FOOD
AMUL INSTANT
FULL CREAM MILK
POWDER
                                                             
SAGAR SKIMMED
MILK POWDER

SAGAR TEA COFFEE WHITENER AMULYA DAIRY WHITENER

Milk:

 
AMUL
MILK
FRESH AMUL GOLD MILK
                                                             
AMIL LITE SLIM&TRIM
MILK
FRESH CREAM CHOCOLATE MILK FLOAVOURED MILK

FLAVOURED MILK AMUL SHAKTI AMUL MASTI SPICED

TONED MILK
BUTTER MILK
 Cheese:

AMUL PASTEURISED AMUL CHEESE AMUL EMMENTAL

CHEDDAR CHEESE SPREADS CHEESE

AMUL PIZZA MOZARELLA GODDA CHEESE

CHEESE
Products for cooking:

 
AMUL MALAI
GHEE COOKING BUTTER PANEER

                                                             

MITHAI MATE PIZZA MASTI DAHI

Desserts:

                                                               
Health drink:

                                                                
                                                                                                                                  
COMPETITORS:
HAVE STRONG COMPETITION FROM
ORGANISED AS WELL AS UNORGANISED
SECTOR
•DAIRY CO-OPERATIVES ALL OVER INDIA
•HLL
•NESTLE
•CADBURY
•BRITANNIA
•ITC
•SMITHKLINE BEECHAM
•WARANA GROUP
MARKET SHARE IN VARIOUS CATEGORIES:

AMUL BUTTER- 85%

AMUL LITE- 80%
AMUL GHEE- 8%
MILK POWDER- 65%
AMUL CHEESE- 50%
AMUL ICE CREAM- 35%
AMUL SHRIKHAND- 50%
AMUL CHOCOLATES- 10%(Market position- 3rd)
 ROAD AHEAD:
India is the largest milk producing country with production
of more than 92mn tonnes.
The dairy industry is dominated by the co-operative sector-
60% of total installed capacity.
They will be having tough competition from all
cooperatives.
Gcmmf is growing everyday by addition of new members,
They are upgrading themselves in terms of techonology to
match the competition.
In near future they don’t see any threat unless they
commit any blunder.