AMUL-THE TASTE OF

INDIA
PRODUCTS OFFERED BY AMUL
 AMUL
vSymbol of many things:-
vHigh Quality products sold at
reasonable prices.
vOf developing and
coordinating a vast co-
operative network.
vOf making a strong business
proposition out of serving
a large number of small and
marginal suppliers.
vThe triumph of indigenous
technology.
vThe marketing savvy of a
farmers' organisation.
AMUL

AMUL BUSINESS MODEL
• GCMMF (Gujarat Cooperative Milk Marketing
Federation ) follows ‘Anand Pattern’
cooperative system.
• It has a three-tier architecture.
• Each tier is economically independent.
• Protects the interest of milk-producing
farmers.

 FROM SOCIAL ENGINEERING
TO SOCIAL TRANSFORMATION
• Social change requires nurturing and
building people so that they can
transform communities.
• AMUL-AnandMilk-Producers Union
Limited is the perfect example for
cooperative demonstrating the
value of community participation in
change management
 LIQUID FRESH
MILK
ES
T

BU
LA

T
CO

T
ER
O
CH
ICE CREAM

COMPETITION PIZZA
 Marketing
Strategies
Adopted 360 degree marketing:

BTL

Sponsoring

Endorsement

Advertisement
Television Commercials
Hoardings


 VISION & MISSION
• Vision: Liberate our farmers from
economic oppression and lead them to
prosperity
• Mission 2020:To achieve a turnover of Rs.
27000 crores by the year 2020
• Objective: To ensure that the maximum
share of the consumer’s rupee goes
back to the milk producers
•
 EMPOWERMENT OF
WOMEN
 For Women ,AMUL means assured
employment ,additional income and the
growing empowerment from creating and
controlling that income.
 For the girl child,Amul translates into
education and consequent emancipation.
 Visionary Leadership

Desai
Sardaar
Moraraji TribhuvanDas Varghese
Patel Kurien
Patel
Strong Leadership is needed for any idea to survive and foster.
The great idea of AMUL’s cooperative movement success has been
executed by these leaders with a high level of meticulousness.
Dr.Kurien has become the face of AMUL and provided the right
direction and motivation for its long term success
 ROLE OF SOCIAL
CAPITAL
•
• Amul is a replication of
successful social capital
model.
• It brought the people with
little resources together
to benefit from each
other.
• Amul survived
competition from MNC’s
because of the farmers
loyalty towards it.
• Mutual trust among the
FORTUNE AT THE BOTTOM OF
PYRAMID
• Amul has been a very
successful example of
a large federation with
small cooperatives
capturing huge market
in processed milk
products.
• Amul is able to reach the
poorest groups in
making them to create
a fortune by
themselves by forming
a cooperative
structure.