Launching Amul Kitchen

Presented by:

Team A [Group 1 & 3]

 Cuisines to be Considered

-Gujarati, Maharashtrian, Punjabi and South

Indian.

-Sourcing of the households based on the

cuisine:

-Sourcing and selecting the households after

thorough admission process.

-Training on the hygiene and quality aspects

and Licensing the households based on the
cuisine.
 Operations

Procurement: The raw materials for the household kitchens will be from the AMUL farming
service by making a strategic alliance with them.

Quality Check: Test for toxicity, pH, continuous sample test, 7 steps of hazard analysis critical
control points (HACCP) safety procedures, blend food ingredients, pathogenic organisms.

Storage: The household groups are supported by the company by developing a cold storage
which can be used by farming service as well. (Strategic Alliance with AMUL Farming Service).

Staffing: Quality Check Team, Procurement Team and the staff for training the onboarded
households.

Sales: The food prepared by these kitchens are sold across the city through retail outlets and
kiosks.
Quality Concepts:

A. Documenting Quality, from Field to Fork

through audits and inspections on weekly
basis.
- Food Hygiene standards found at the
time of an audit will be rated on a scale of
1 to 5 – where 1 - urgent need for
improvement, and 5 - high standards of
food hygiene at the premises. It’s rather
simple – higher ratings mean better
food hygiene standards. C. Upholding Quality Across Suppliers & Partners
- Household buying the raw materials from D. Tracking Quality for Each & All Items
our predefined stores, to assure that food E. Extending Existing Quality Management Systems
is made from fully-traceable, high-quality
- Premises and pest control
ingredients.
- Keep the track of the cleaning and - Equipment and packaging
hygiene of the work area through the - Raw material handling
checklists. - Food processing
- Personal hygiene
B. SOPs for making food. For instance, - Utilities and waste disposal
Health & personal hygiene, tasting methods 5. Giving Consumers a Taste of Quality
etc.
 Profit Sharing of Amul Kitchen

Earning and Sharing source Share %age

Total Profit Earned 100

Household kitchen 50

Retail outlets or Franchisees 20

Net profit of Amul 30

Rationale for Profit Sharing:

A. Empowering household kitchen and strengthening the ties

B. Increasing the presence in different target cities & promoting through them
C. Amul to route these profits for the growth of every stakeholder in the hierarchy to
ensure the healthy bottom line
 Marketing Plan of Amul Kitchen
Short-term marketing plan:
A. Promotions of Amul Kitchen by introducing quality local food cuisines
B. Placing ads and maximizing its reach
C. Giving introductory discounts
D. Conveying smart incentive plans to the kitchen owners
Long-term marketing plan:
E. Introducing new cuisines regularly and promoting them
F. Value creation for kitchen owners and franchisees with the help of Gram Panchayats,
SHGs
G. Social campaigns around the issues of hunger
 Sales plan for Amul kitchen

A. Creating sales team with regional connect

B. Conducting a market research to understand trends and determining target consumers

-Target customers: Families with medium to high income groups, Nuclear families

- Trends: Existing businesses such as MIshtann Food, Vadilal Industries

C. Defining sales objectives such as expected revenue, reach and new market segment
acquisitions

- Target revenue of ~ INR 5 Cr for the first year and 10% growth for the next 2 years

-Capturing 5 new villages and 2 new cities every quarter

-Extending the product range and selling it to the existing customers

 AMUL KITCHEN
SYSTEM

HOUSEHOLD
KITCHENS

KIOSKS & DRONE

DELIVERY
 Long term strategy
A. Creating a blue ocean market by focusing on delivering the world class cuisines at low cost.
B. Investing in new technologies and partnerships with the government of respective states.
C. The incremental expansion of the firm’s market share by tapping into the new geographies by
adding more cuisines in the menu.
D. The expansion of the firm can be in the following stages:

-Bringing all the households kitchens in the city under its space.

-Expanding the base from city to district wide household kitchens by bringing in new
households under the sponsorship.

-Similarly, expanding this to tier 1 and tier 2 cities in the state and then to the neighbouring
states.
Thank you.