PRESENTATION ON AMUL

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word Amulya, meaning invaluable. The cooperative is also sometimes referred to as Anand Milk Union Limited. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has also ventured into markets overseas. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (19732006), is credited with the success of Amul.

Product Range Liquid Milk (nine varieties) Milk Powders (five varieties) Butter Ghee (two varieties) Bread Spread Cheese (three varieties) Cocoa Products (two varieties) Sweets (three varieties) Ice Cream (several varieties) Condensed Milk Edible Oil (nine varieties) Mineral Water Fruit Drinks

Brand Name Panel E: Number of Brands Liquid Milk: AMUL, SAGAR Milk Powders: Amulspray, AMUL, SAGAR, Amulspree, Amulya Cocoa Products: AMUL, Nutramul Edible Oils: Dhara, Lokdhara Mineral Water: Jal Dhara Fruit Drinks: Safal

Amul Strategy

Collection Chain Weighing the milk Determination of fat content

Supply Chain

Storing the milk

Processing the milk

Calculation of the purchase price

Distributing the milk

Sales Turnover
1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Rs (million)
15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 80053

US $ (in million)
450 455 493 493 500 500 575 616 672 850 1050 1325 1504 1700

Products/Brands
Butter Baby Food

Competitors
Britannia Nestle, Heniz

Dairy Whitener Segment

Ice Creams Chocolates & Confectionaries Curd Ultra High Treated Milk Sweet Condensed Milk Paneer Milk Milk Addiditives Flavored Milk

Britannia
HUL Cadbury, Nestle Nestle, Mother Dairy Britannia , Nestle Nestle Nestle Britannia Britannia,Nestle

Product Improvisation Advertisement in Rural Areas Liquidity And Working Capital Must be High Supply Chain Must Be Strengthen Venture In Fruits & Vegetables Nullifying Threats & Weakness