Company

Gujarat Cooperative Milk Marketing Federation

Ltd. (GCMMF), is India's largest food product
marketing organisation with annual turnover (2013-
14) US$ 3.0 billion.

Its daily milk procurement is approx 13.18 million lit

per day from 17,025 village milk cooperative societies,
17 member unions covering 31 districts, and 3.23
million milk producer members.
It is the Apex organisation of the Dairy Cooperatives
of Gujarat, popularly known as 'AMUL', which aims to
provide remunerative returns to the farmers and also
serve the interest of consumers by providing quality
products which are good value for money.

 Its success has not only been emulated in India but

serves as a model for rest of the World. It is exclusive
marketing organisation of 'Amul‘ branded products..
Year of Establishment 1973
17 District Cooperative Milk Producers'
Members
Unions

No. of Producer Members 3.23 Million

No. of Village Societies 17,025

Total Milk handling capacity per day 23.2 Million liters per day

Milk Collection (Total - 2013-14) 4.79 billion litres

Milk collection (Daily Average 2013-14) 13.18 million litres

Cattlefeed manufacturing Capacity 6190 Mts. per day

Sales Turnover -(2013-14) Rs. 18143 Crores (US $ 3.0 Billion)

Types of Products
Bread spread
Amul butter. 
Amul Lite Low bread spread.
Amul cooking butter.

Cheese range
Amul Malai panner (cottage cheese).
Amul pasteurized processed cheese.
Amul pizza cheese.
Amul Emmiatial cheese.
Types of Products
UHI Milk Range
Amul shakti 3% fat milk. 
Amul Taaza 1.5% fat milk. 
Amul Gold 4.5% fat milk. 
Amul fresh Toned milk. 
Amul snowcap soft milk.

Pure ghee
Amul pure ghee.
Amul cow ghee.
Sagar pure ghee.
Types of Products
Infant milk Range
Amul infant milk formula (0.6 millions).
Amul infant milk formular. 
Amul spray infant milk food.
Milk powder. 
Amul full cream milk powder .

Curd products
Yogi sweetened flavored dahi.
Amul Lassee.
Amul masti Dahi.
Amul Model
Sales Force Size(Nagpur)
7 Sales Executives in an sales force

55 wholesaler Distributors

It operates through 53 Sales Offices and has a dealer

network of 10000 dealers and 10 lakh retailers, one of the
largest such networks in India. Its product range
comprises milk, milk powder, health beverages, ghee,
butter, cheese, Pizza cheese,Ice-cream, Paneer,
chocolates, and traditional Indian sweets, etc
Organisation Structure
The Following is the External Organization
Structure of Amul:
State Level Marketing Federation

District Milk Product Union Ltd.

Village Milk Product Union Ltd.

Villagers
Organisation Structure
The Following is the Internal Organization Structure of
Amul:
Chairman

Managing Director

General Manager

Asst. General Manager

Finance Personnel Production Marketing S&P

Department Department Departmen Department Department
Sales structure

Branch Manager

Officer In charge Officer In charge

Territory In charge Territory In charge Territory In charge Territory In charge

Responsibility of each individual in
the sales department
To monitor the sales and distribution of dairy
products in Nagpur territory through wholesale
distributors

Track market feedback

Ensure proper placement and products

Recruitment
They send their requirement to the zonal office

Then the zonal office decides according to the

requirement how to recruit
Recruitment
There are two types of Recruitment sources followed by Amul:

 INTERNAL SOURCES: Internal sources include personnel already on

the payroll of the organization.
Present Permanent Employees.
Employee Referrals
Former Employee

 EXTERNAL SOURCES: These sources lie outside the organization. In

AMUL they consider following sources of recruitment.
Campus Interview
Application Blank.
Placement Agencies.
Sales Territory Design
Vidhrabha
Region

Nagpur Amrawati Yawatmal

1 sales force 1 sales force 1 sales force

Margin calculation and inventory calculation
of each intermediary

Past sale + individual growth rate of product

Sales last month at Nagpur area was 1.5 crore

Compensation
This has two components. 1. Fixed and 2. Variable (Performance Incentive)
Fixed component includes the basic salary, HRA, Medical allowance, etc and
Variable pay varies year to year based on company as well as individual
performance.
 
For sales strategy we appoint distributors and super distributors for the
maximum penetration of our products. We also have Amul Preferred outlets
and Amul scooping parlors which sell Amul products exclusively. Based on
the expected turnover of a particular area/town distributor appointment is
done after recognition and scrutiny of all the potential parties.

Performance evaluation is done based on the growth  achieved by individual

after analyzing the sales growth of all the distributors mapped under
him/her. 
Performance Appraisal
The AMUL adopts the following appraisal system Final
confirmation with the recommendation by the divisional
heads comes from the MD on annual basis. His work is
evaluated by Check list Method of Performance Appraisal.
These are a various method used to appraise the
performance of an employee.
In Amul the following methods are
used:
 Self appraisal:
If individuals understand the objectives they are expected
to achieve the standards by which they are to be evaluated
they are to a great extent in the best position to appraise
their own performance.

 Manager’s Appraisal:
The general practice is superiors appraise the performance
of their subordinate. Other supervisors, who have close
contact with employee ‘s work may also appraise with a
view to provide additional information.
A higher – level manager appraise the employees for their
performance. In Amul various attributes consider for the
appraisal of employee.

Job knowledge.
Work output.
Quality of work. 
Interest in work. 
Initiatives.
Past records.
Seniority.
This appraisal is also the rating scale.
Appraiser also appraised employee by following:
Outstanding.
Good.
Satisfactory.
Poor.
Promotional activities of the company

Advertisement of product according to the seasons

Samplings
Promotional Activities: Janmashthami , and other
festival participation
Sales
Sales Turnover Rs (million) US$ (in million)

2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

2011-12 116680 2500

2012-13 137350 2540

2013-14 181434 3024