Assignment-2

AMULS SUPPLY CHAIN MANAGEMENT Model

SUBMITTED TOSUBMITTED BYMR. SRINIVAS RAO

YADAV

SADHANA

INDEX

1) INTRODUCTION TO AMUL . . . . . . . . . . . . . . . . . . . . . .
3
2) STRATEGIES OF AMUL . . . . . . . . . . . . . . . . . . . . . . . . .
5
3) AMULS SUPPLY CHAIN MANAGEMENT MODEL . . .
6
4) GCMMFS SUPPLY CHAIN . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5) E- SUPPLY CHAIN MANAGEMENT OF AMUL . . . . . . . . . . .13
6) AMUL CYBER STORE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
7) BENEFITS OF E-SCM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
8) BIBLIGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Introduction
The Kaira District Co-operative Milk Producers Union Limited, popularly known as
Amul Dairy is a US $ 500 million turnover institution.
It is a institution built up with a network of over 10000 Village Co-operative Societies
and 500,000 plus members.
Formed in the year 1946 Amul is the leading food brand in India.
Amul initiated the dairy co-operative movement in India and formed an apex cooperative organization called Gujarat co-operative Milk Marketing Federation
(GCMMF) and today 70,000 villages and 200 districts in India are part of it.
GCMMF markets its products through 50 sales offices throughout India and distribution
is done through a network of 4,000 stockiest who in turn supply 500,000 retail outlets.
Managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk
producers in Gujarat, India

 Amul is the largest food brand in India with an annual turnover of US $1068 million
(2007-08)
Currently Amul has 3.11 million producer members with milk collection average of
6.04 million litres/day.
Amul is the largest producer of milk and milk products in the world.

Strategy of Amul

Amuls strategy is broadly divided into two components:

The first one is the collection chain and the second one is the Supply chain. The collection
chain starts from weighing the milk to determination of the fat content in the milk to finally
calculation of the purchase price. While the supply chain starts from storing the milk to
processing the milk to finally distributing the milk.

Amuls Supply Chain Management Model

AMUL SUPPLY CHAIN MANAGEMENT PRACTICES

AMUL is a dairy cooperative in the western India that has been primarily responsible, through
its innovative practices, for India to become the worlds largest milk producer. The distinctive
features of this paradigm involves managing a large decentralized network of suppliers and
producers, simultaneous development of markets and suppliers, lean and efficient supply chain,
and breakthrough leadership.
Every day Amul collects 447,000 litres of milk from 2.12 million farmers , converts the milk
into branded, packaged products, and delivers goods worth Rs 6 crore (Rs 60 million) to over
500,000 retail outlets across the country.
To implement their vision while retaining their focus on farmers, a hierarchical network of
cooperatives was developed, this today forms the robust supply chain behind GCMMFs
endeavors. The vast and complex supply chain stretches from small suppliers to large
fragmented markets.
Management of this network is made more complex by the fact that GCMMF is directly
responsible only for a small part of the chain, with a number of third party players (distributors,
retailers and logistics support providers) playing large roles. Managing this supply chain
efficiently is critical as GCMMF's competitive position is driven by low consumer prices
supported by a low cost system of providing milk at a basic, affordable price.

The distribution network

Amul products are available in over 500,000 retail outlets across India through its network of
over 3,500 distributors. There are 47 depots with dry and cold warehouses to buffer inventory
of the entire range of products.
GCMMF transacts on an advance demand draft basis from its wholesale dealers instead of the
cheque system adopted by other major FMCG companies. This practice is consistent with
GCMMF's philosophy of maintaining cash transactions throughout the supply chain and it also
minimizes dumping.
Wholesale dealers carry inventory that is just adequate to take care of the transit time from the
branch warehouse to their premises. This just-in-time inventory strategy improves dealers'
return on investment (ROI). All GCMMF branches engage in route scheduling and have
dedicated vehicle operations.

THE BUSINESS MODEL

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From the very beginning, in the early 1950s, AMUL adopted the network as the basic model for
long-term growth.
The network explicitly includes secondary services to the farmer-suppliers.
Several of the entities in the network are organized as cooperatives linked in a
hierarchical fashion.
Customers: In comparison with developed economies, the market for dairy products in
India is still in an evolutionary stage with tremendous potential for high value products such as
ice cream, cheese etc. The distribution network, on the other hand, is quite reasonable with
access to rural areas of the country. Traditional methods practiced in western economies are not
adequate to realize the market potential and alternative approaches are necessary to tap this
market.
Suppliers: A majority of the suppliers are small or marginal farmers who are often illiterate,
poor, and with liquidity problems as they lack direct access to financial institutions. Again,
traditional market mechanisms are not adequate to assure sustenance and growth of these
suppliers.
Third Party Logistics Services: In addition to the weaknesses in the basic infrastructure,
logistics and transportation services are typically not professionally managed, with little regard
for quality and service. In addition to outbound logistics, GCMMF takes responsibility for
coordinating with the distributors to assure adequate and timely supply of products. It also
works with the Unions in determining product mix, product allocations and in developing
production plans. The Unions, on the other hand, coordinate collection logistics and support
services to the member-farmers. In what follows we elaborate on these aspects in more detail
and provide a rationale for the model and strategies adopted by GCMMF.
Simultaneous Development of Suppliers and Customers: From the very early stages of the
formation of AMUL, the cooperative realized that sustained growth for the long-term was
contingent on matching supply and demand. The member-suppliers were typically small and
marginal farmers with severe liquidity problems, illiterate and untrained. AMUL and other
cooperative Unions adopted a number of strategies to develop the supply of milk and assure
steady growth. First, for the short term, the procurement prices were set so as to provide fair
and
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reasonable return. Second, aware of the liquidity problems, cash payments for the milk supply
was made with minimum of delay. This practice continues today with many village societies
making payments upon the receipt of milk. For the long-term, the Unions followed a multipronged strategy of education and support. For example, only part of the surplus generated by
the Unions is paid to the members in the form of dividends
Managing Third Party Service Providers:
Unions focused efforts on these activities and related technology development . The marketing
efforts were assumed by GCMMF. All other activities were entrusted to third parties. These
include logistics of milk collection, distribution of dairy products, sale of products through
dealers and retail stores, some veterinary services etc. It is worth noting that a number of these
third parties are not in the organized sector, and many are not professionally managed. Hence,
while third parties perform the activities, the Unions and GCMMF have developed a number of
mechanisms to retain control and assure quality and timely deliveries. This is particularly
critical for a perishable product such as liquid milk.

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Coordination for Competitiveness

Coordination is one of the key reasons for the success of operations involving such an
extensive network of producers and distributors at GCMMF. Some interesting mechanisms
exist for coordinating the supply chain at GCMMF.
These mechanisms are:
Inter-locking Control
The objective for developing such an inter-locking control mechanism is to ensure that the
interest of the farmer is always kept at the top of the agenda through its representatives who
constitute the Boards of different entities that comprise the supply chain. This form of direct
representation also ensures that professional managers and farmers work together as a team to
strengthen the cooperative. This helps in coordinating decisions across different entities as well
as speeding both the flow of information to the respective constituents and decisions.
Coordination Agency: Unique Role of Federation
Its objective is to ensure that all milk that the farmers produce gets sold in the market either as
milk or as value added products and to ensure that milk is made available to an increasingly
large sections of the society at affordable prices
Supplier Enhancement and Network servicing
Their objective is to ensure that producers get maximum benefit and to resolve all their
problems. They manage the procurement of milk that comes via trucks & tankers from the VSs.
They negotiate annual contracts with truckers, ensure availability of trucks for procurement,
establish truck routes, monitor truck movement and prevent stealing of milk while it is being
transported

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GCMMFS SUPPLY CHAIN

E- Supply Chain Management Of Amul

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 Amul uses E- SUPPLY CHAIN MANAGEMENT

E-SCM may be described as the integrated management approach for planning and
controlling the flow of materials from suppliers to the end users using internet
technologies.
E-SCM refers to the complex network of relationship that organizations maintain with
trading partner to source, manufacture and deliver the products.

Components of E-SCM

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E-SCM Diagram of Amul

Working of E-SCM
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 Amul has installed over 3000 automatic milk collection system units (AMCUS) at
village societies to capture member information, milk fat content and amount payable to
each member.
Each member is given plastic card for indentification
Computer calculate amount due to the farmer on the basis of the fat content
The value of the milk is printed out on the slip and handed over to the farmer ,who
collects the payment from the adjacent window
Thus with the help of it farmer gets the payment within the minutes
On the logistic more than 5000 trucks move milk from the villages to 200 dairy
processing plants twice a day according to a carefully planned scheduled
Every day Amul collects 7 million liters of milk from 2.6 million farmers (many
illiterate), converts the milk into branded, packaged products, and delivers goods to over
500,000 retail outlets across the country
ERP software named as enterprise wide integrated application system covers a
operation like planning advertisement and promotion and distribution network
planning.
Each Amul office are connected via internet and all of them send daily reports on sales
and inventory to the main system at Anand,

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Supply & Distribution

At the supply end a computerized database has been setup of all suppliers & their cattle.
Computer equipment measures & records qualities & quantities collected.
At the distribution end stockists have been provided with basic computer skills. Amul
experts assist them
in building promotional web pages.
Amul Cyber stores have been setup in
India, USA, Singapore and Dubai

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Amul Cyber Store

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Strong Initiatives in E-commerce

Amul has linked distributors to the network & also incorporated web pages of top
retailers on their website
Distributors can place their order on website amulb2b.com
Automated supply & delivery chain
Practices just in time supply chain management with six sigma accuracy

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Benefits of E-SCM

Supports exchange of real time information

Platform independent
Web visibility & processing capability 24/7
Return on investment
It has open internet application architecture which allows for Rapid deployment &
scalability combining unlimited users in real time environment
Incorporates broadcast & active messaging

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Conclusion
The benefits of an efficient supply chain management included reduction in lead time faster
inventory turnover accurate forecasting increased warehouse space reduction in safety stock
and better working capital utilization. It also helped in reducing the dependency on distribution
center management personnel resulting in minimization of training costs and errors. Stock outs
were also completely eliminated.

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Bibliography
1. Extracted from www.Wikipedia.com for supply chain management theory.

2. Extracted from Operation Management (6th Edition) by Russell & Taylor.

3. Extracted from www. www.amul.com for information about products and supply chain
management.

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