 AMUL- Anand Milk Union Limited

formed in 1946 is a dairy co-operative

movement.
 Based in Anand, Gujarat & has been a
sterling example of a co-operative
organization’s success in the long term.
 Amul has spurred the white revolution of
India.
 The turn over of Amul in 2007-08 was
Rs.52.55 billion.
 The first milk Union milk was established in 1946 with
250 liters of milk.
 Amul was established in 1955, in the year 1946 the
union was known as Kaira district co-operative milk
producers union. This union selected the name Amul.
 The word Amul is derived from a Sanskrit word
“AMULYA” which means priceless.
 Shri Pandit Jawaharlal Nehru, the then prime minister of
India declared it open at Amul dairy on Nov20th, 1955.
 Amul has more than 150 chilling centers in various
villages.
 BREAD SPREADS

Amul Butter Delicious Table Margarine

Amul Lite
 Market share of Amul butter is around 86%
 Market presence – available in over
500,000 retail outlets across India.
 Amul butter is made from- butter, common
salt, permitted natural color (annatto)
 Amul comes under FMCG sector.
 Product Specification- Meets AGMARK
standards and BIS specifications.
No.IS:13690:1992.

 Product personality- It is a unisex product.

 USP- is its taste. Amul butter is made from fresh

cream by modern continuous butter making
machines (pure vegetarian)
 Amul butter is in its Maturity stage , as it is the
most profitable stage and definitely Amul butter
is making huge profits as it dominates the
market with an overall share of 86%.

 The sale is definitely increasing but at a slower

pace, has a very strong Brand awareness and
advertising expenditure thus reduced.
Amul-plans to protect near dominance
in low margin market with price.
Britannia- focusing on just top 30 cities
Nestle- an outsourced product to
complete dairy range.