AMUL

The Taste of India

Presented By
Ms. C. Shivani , Mr. Goutam Dash , Ms.
K. Jyoti Iyer,
 Content
INTRODUCTION
CSR in AMUL
STAKEHOLDER ANALYSIS in AMUL
CORPORATE GOVERNANCE in AMUL
CONCLUSION
 INTRODUCTION
 Formed in 1946, is a dairy cooperative movement in India with 250 liters of milk per day
with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION.

 A brand name AMUL is managed by Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF).

 The brand name Amul means “AMULYA” (suggested by a quality control expert in
Anand). This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”.

 Amul has spurred the white revolution of India,

 Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world

 Amul has more than 150 chilling centers in various villages.

 Dr. Verghese Kurien, former chairman of the GCMMF

– the man behind the success of Amul
 CORPORATE SOCIAL
RESPONSIBILITY-THE AMUL WAY

Organizational Structure
AMUL is a three tier co-operative organization

CSR-sensitive Business Philosophy

To serve the interests of milk producers and
To provide quality products to consumers as value
for money.
CSR-orientation To Distributors &
Retailers
CSR-oriented To Staff
• Is there REALLY a fortune at the
bottom of the pyramid?
CSR-OTHER ACTIVITIES
• Encourages woman to participate in dairy co-op
societies.
• To develop and enhance leadership skills and qualities
among women
• Amul’s member unions organized three self managing
leadership workshops at PRAJAPITA, BRAHMAKUMARIS,
MOUNT ABU.
• 3100 women participated in this programme.
• Organization of AMUL YATRA in Anand.
 AMUL RELIEF TRUST
• GCMMF formed a specific organization named
Amul relief trust.
• Donation of 50 million given for reconstruction of
the school building
• Trust reconstructed 6 schools for a cost of Rs
41.1 millions.
Stake Holder Analysis
1. Amul never forgot its “primary customer” -
Amul collects 447,000 ltrs of milk from 2.12 million
farmers (many illiterate)
2. The vast and complex supply chain Hierarchical
network of cooperatives Stretches from small
suppliers to large fragmented markets.
3. Help the Supplier
4. Retail outlet across INDIA
5. COMPETITORS :- ITC limited , Parle Products Pvt.
Ltd. , Agro Tech Foods , Cadbury India Ltd. PepsiCo
India Holdings , Nestle India Pvt. Ltd. , Britannia
Industries Ltd. , Hindustan Uni Lever Limited ,
Dabur India Ltd. Etc.
6. Technology and e-initiatives
 CUSTOMERS
Amul Kool Chocolate Milk , Nutramul
Kids Energy Drink , Amul Kool Millk Shaake

Amul Calci +
Women

Utterly Delicious Pizza , Amul Emmental

Youth Cheese , Amul Cheese Spread

Amul Lite , Sagar Skimmed Milk Powder

Calorie Conscious Amul Lite Slim and Trim Milk

Nutramul , Product for diabetic people

Health Conscious Amul Shakti Health Food Drink
ADVERTISEME
NT
At Its BEST
 CORPORATE
GOVERNANCE
LEVEL MEMBER DECISION-
S MAKING
•Price paid to district
State unions (fixed across
Federati unions)
•Product mix and
on
quantity

Distric •Price paid to

t village co-
operative societies

•Membership
Villag •Price paid to milk
e suppliers
 Channels of
Communication
• Director massage in the WEBSITE
• Annual Report of AMUL
• Advertisement
• Website
• Amul TV
 CONCLUSION
1. Inspiring Leadership and Consuming Values
2. Building Networks
3. Coordination for Competitiveness
4. Technology for Effectiveness
THANK
YOU