INTRODUCTION
Amul
– The Taste of India
AMUL
means “priceless”
Today
amul is a symbol of
many things
Multi-dimensional
impact
on rural economy and society
HISTORICAL BACKGROUND OF
AMUL
Amul’s
birth is indelibly
freedom movement in India.
linked
to
the
The
first Amul cooperative was the result
of a farmers.
Sardar
farmers.

Vallabhbhai Patel vision to organise
Dr. Verghese Kurien, who founded Amul.
FACTS ABOUT THE KAIRA DISTRICT
COOPERATIVE MILK PRODUCER’S
UNION (AMUL)
in 1946 - two societies
collected 250 lures of milk.
Competed with Polson’s to supply milk to
Bombay.
1952 - Bombay Government terminated
Polson’s contract and signed with AMUL.
Established
1955
- Dairy and milk powder plant was
established with aid from the United
Nations Children's Fund (UNICEF).
CONTD…
1960
- AMUL pioneered production of milk
powder and baby food from buffalo milk.
AMUL
- meets producer demand for
critical inputs, veterinary services, artificial
insemination and feed.
Today AMUL members supply more than 1
million lures of milk per day.
AMUL sells 400 tonnes of cattle feed
every
THE GUJARAT COOPERATIVE MILK
MARKETING FEDERATION
Gujarat
Cooperative
Milk
Marketing
Federation (GCMMF) is India's largest food
products marketing organization.
Amul
initiated
movement.
Today,
the
dairy
co-operative
this movement is being replicated in
70,000 villages in over 200 districts in India.
THE GROWTH ERA
Amul
Dairy has organized over 10,000
village cooperatives.
Rise
in export of Amul products.
Every
milk.
day Amul collects 4,47,000 litres of
Today,
173 milk producers cooperative
unions and 22 federations play a major role
HISTORY OF AMUL

Dairy cooperative

Largest food brand in India

Situation of farmers

GCMMF contribution to Amul
INTRODUCTION AND CONTRIBUTION
OF DR.VERGHESE kURIEN (CHAIRMEN)

Milk Procurement

Sales

Distribution

Cooperative Development
PRODUCTS OFFERED BY AMUL
SWOT ANALYSIS
Technical manpower
Demand
Margins
Problem in distribution
Perishability
Competition
Flexibility in market
Export
Milk vendors
Competition
potential
T
CO
T
PIZZA
ICE CREAM
ER
O
CH
BU
T
LA
ES
LIQUID FRESH
MILK
COMPETITION
 Follows
BUSINESS MODEL
a unique business model
 Protect
he interest of milk-producing
farmers
ORGANISATIONAL STRUCTURE
 The
cooperative came to be known as the
"Anand pattern" cooperative system.
 It has a three-tier structure.
 Each tier is economically independent.
PRODUCT DEVELOPMENT
 Cooperative
 Profitability
 Committed
 300
system
to the farmers
DISTRIBUTION NETWORK
stock keeping units,
 46 sales offices,
 3,000 distributors,
 1,00,000 retailers with refrigerators and
 5,00,000 non-refrigerated retail outlets...
MISSION 2020
Vision :liberate our farmers from economic
oppression and lead them to prosperity
 Mission 2020: dairy cooperatives of Gujarat
turnover of Rs. 27000 crores by the year
2020
 Objective: is to ensure that the maximum
share of the consumer’s rupee goes back to
the milk producers

FUTURE PLANS


Expansion of distribution network, creative
marketing, consumer education and product
innovation, we will leverage effectively on
rising income levels and growing affluence
among Indian consumers.
Tapping the rising demand for new valueadded products.
CONTD…




Milk shed area will increase to 231 lakh kg per
day (23.1 million kg per day), at an annual growth
rate of 4%
Installing Bulk Milk Chillers and Automatic Milk
Collection Systems in all our village cooperative
societies.
Collect as much as 195 lakh kg per day (19.5
million kg per day) of milk in the peak flush
season.
Satellite dairies with combined processing and
liquid milk packaging capacity of 50 LKPD will be
established in major metro market
CONTD…
We plan to double to processing capacity of
our dairy plants to 20.7 million kg per day,
by 2020
 Milk drying capacity will also be enhanced by
200 MT’s per day
 Plan to expand our cattle feed manufacturing
capacity, more than four times to 12,000
MT’s per day, by 2020.
 Total investments envisaged for creating all
the required infrastructure would be Rs.
2,600 crores (Rs. 26 billion) till the year
2020

CONCLUSION

AMUL’S Philosophy

Trustworthy of 1,000 million Indians

Also known for food brand