Group G

Clarence Fargose
Dhaval Surti
Gauri Rane
Ishwar Kelwadkar
Jennifer Perreira
 Amul

•AMUL means "priceless" in Sanskrit. The brand

name "Amul," from the Sanskrit "Amoolya," was
suggested by a quality control expert in Anand.
•Amul products have been in use in millions of
homes since 1946.
•Amul is a leading food brand in India.
 Amul

• 1946 – Kaira District Co-operative Milk Producers Union Ltd. was

established and registered by marginal milk producers of Gujarat.

• 1954 - Amul spurred the White Revolution of India, which has made India
the largest producer of milk and milk products in the world.It is also the
world's biggest vegetarian cheese brand.

• 1955 - Amul (Anand Milk Union Limited) brand was formed.

• 1973 - An apex cooperative organisation, Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF) was established, which today is jointly
owned by some 2.8 million milk producers in Gujarat.

• Besides India, Amul has entered overseas markets such as Mauritius,

UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong, Sri Lanka
and a few South African countries.
Dr. Verghese Kurien,
former chairman of the
GCMMF, is recognised as
the man behind the success
of Amul.
Products
 Price of Amul Milk

Sr. No. Product Name Available in Price

1 Amul Milk Pouch. 200 ml Rs. 12

(Available in plastic pouch) 500 ml Rs. 21
1 Ltr Rs. 38

2 Amul Milk. 200 ml Rs. 15

(Available in Tetra pack) 500 ml Rs. 25
1 Ltr Rs. 45
AMUL CYBER STORE
Market Share: Classification

Market Share
Amul
Mother Dairy
7%
9% Britannia
12% 43% Industries
Nestle India
13%
Creamline Dairy
16%
Others
 Amul Strategy

Supply Chain
Collection Chain

Weighing the milk Storing the milk

Determination of fat content Processing the milk

Calculation of the purchase price Distributing the milk

 AMUL WORKING TO COLLECT MILK
•AMUL introduced an electronic
automatic milk collection system
in 691 milk collection centres, MILK-O-TESTER

•The system weighs the milk and electronic weighing scale

measures its fat content at the
time of delivery to the centre.

•This system reduced time

required for collecting the milk.

•It enabled immediate payments

to the farmer
 AMUL SUPPLY CHAIN
Farmers

Village Village Local Milk Sold to

Cooperative Cooperative Restaurants/Other Village &
Societies Societies (with Milk related Local Residents
(without Chilling Chilling Units) businesses
Units)

Network Milk Processing Chilling Plants

Services Union &
* Veterinary Warehouses
Services
* Animal Warehouses
Husbandry
* Animal
Feed Factory
* Milk Can Wholesalers
Producers
* Agriculture Retailers Home Delivery
University Contractors
* Rural Mgmt
Institute
* Trucking CONSUMERS CONSUMERS
Facilities
 Direct Costs

• Direct materials • Direct Labour :

Dry Fruits – 3 % Around 50 workers

Milk – 70% Salary 3000 P.M
Flavours – 5 %
Other ingredients – 4 % • Direct Overheads
Sugar – 16 %
Cup – 2 % Carriage Inward
50000 P.M.
 Indirect Costs
Particulars Rs.
Prime Cost (Appx) 7,00,000
Factory Overheads 5,00,000
Office & Administration 6,50,000
Sales & Distribution 4,75,000
Total Indirect Cost 16,25,000
Total Cost 23,25,000

There are 10 machines in the factory out of which 3 are boilers which are used for
Making Ice Cream and other 7 are Refrigerators.

Cost Of a Boiler is 5,00,000

Cost Of a Refrigerator is 10,00,000
 Profit

• Total Cost is 23,25,000

• Sales = 30,00,000
• Profit = 6,75,000

• M.R.P of one ice cream cup is 10 Rs.

• So No. of units sold is 3,00,000 Rs.
• Profit Per Unit is 2.25 Rs.

• So Cost is 77.5% & Profit is 22.5%

Thank You