You are on page 1of 13

 Formed in 1946, is a dairy cooperative movement in India with 250 liters of milk per day with

name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION.

 A brand name AMUL is managed by Gujarat Co-operative Milk Marketing Federation


Ltd.(GCMMF).

 The brand name Amul means “AMULYA” (suggested by a quality control expert in Anand). This
word derived from the Sanskrit word “AMULYA” which means “PRICELESS”.

 Amul has spurred the white revolution of India, which has made India the largest producer of
milk and milk products in the world and the White Revolution has finally created a billion-dollor
brand.

 Today Amul dairy is No.1 dairy in Asia and No.2 in the world, which is matter of proud for
Gujarat and whole India.

 Amul has more than 150 chilling centers in various villages.

 Dr. Verghese Kurien , former chairman of the GCMMF- the man behind the success of Amul.
 First co-operartive company to adopt
e-revolution.
 Eliminated middleman
 Introduced “GIC facility”.
 First organisation to have its own
website.
 First company to open cyber store
across the nation.
Amul Robust Supply Chain

Low Cost Strategy

SUCCESS
!! Diverse Product Mix

Strong Distribution
Network
The Brand Value Of Amul Technology and e-
– Quality Value For Money initiatives
, Availability , Service
 Annual Turnover of 4300 Crore (2006-07)
 Rs 10000 Crore mark in 2010
 Five decade to became Rs2000 Crore entity
but the turn over doubled to over 4300 crore
within nine years form 1999-07.
12000
10000
8000
6000
4000
2000
0
1946 1999 2007 2008 2009 2010
 Everyday Amul Collects 7 million liters of milk
from 2.6 million formers, converts the milk into
branded , packed products and delivers its supply
chain one of the most complicated in the world.

Raw Milk
Condensed
Packaged Milk Dried
Ghee
Ice Cream Skimmed Milk
Butter
Beverages Powder
Cream,
Organizational
Structure

External Internal
Structure Structure
• State Marketing Federation (All Dairies in a state
GCMMF)

• District Milk Processing Union (Every District in


the state)

• Village Cooperative Society(All Villages in a


District

• Milk Producers (All Milk Producers in a Village)


Chairman

Managing Director

General Manager

Asst. General
Manager

Sales and
Finance Marketing Production H.R
Purchase
Department Department Department Department
Department
 Behaviour in Amul is standardized
 A similar model is applicable overall the Amul
collection, distribution and processing units.
 The standardization is brought by computer
applications and 3000 automatic milk
collections centres.
 The rules ensure compliance to the
established standards and adherence to the
chronological culture and structure of amul.
 Amul culture can be defined as producers oriented,
consumer centered and holistic development.
 The organization is also focused on achieving more of a
mission culture ,with a blend of all.
 Amul is also concerned for the customers development in
the external environment but without the need for a rapid
change
 Corporate social responsibility (CSR) is a part of a Amul’s
internal culture.
 Amul company has planted more than 619.7lakhs trees in
past ten years contributing to sustainable ecological
development
 Amul relief trust (art) donated rs.50 millions for the
reconstruction of the school buildings damaged in the
2001 earthquake in the kutuch area.
 Concept of Reward
 Living Wage
 Fair wage
 Incentives

 Another Benefits
 Employment Security
 Health Protection
 Old Age and Retirement

You might also like