1. History of Amul
 Amul (Anand Milk Union Limited), formed in 1946,
is a dairy cooperative movement in India.
 It is managed by Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF).
 AMUL is based in Anand, Gujarat and has been a
sterling example of a co-operative organization's
success in the long term. The Amul Pattern has
established itself as a uniquely appropriate model
for rural development.
 Amul has spurred the White Revolution of India.
It is also the world's biggest vegetarian cheese
brand.
1

2. Success!!
2

3. Robust Supply Chain
 The vast and complex supply chain
 Hierarchical network of cooperatives
 Stretches from small suppliers to large
fragmented markets
3

4. Low Cost Strategy
 Amul adopted a low-cost price strategy to
make its products.
 Affordable and attractive to consumers by
guaranteeing them value for money.
4

5. Diverse Product Mix
 Amul Butter,
 Milk Powder,
 Ghee,
 Amulspray,
 Cheese,
 Chocolates,
 Shrikhand,
 Ice cream,
 Nutramul,
5
 Milk and Amulya

6. Strong Distribution Network
 Amul products are available in over 500,000
retail outlets across.
 India through its network of over 3,500
distributors.
 47 depots with dry and cold warehouses to
buffer inventory of the entire range of
products.
6

7. Technology and e-initiatives
 New products
 Process technology
 Complementary assets to enhance milk
production
 E-commerce.
7

8. GCMMF – Over View
 GCMMF: Gujarat Cooperative Milk Marketing
Federation
 GCMMF is India's largest food products marketing
organization. It is a state level apex body of milk
cooperatives in Gujarat which aims to provide
remunerative returns to the farmers and also
serve the interest of consumers by providing
quality products which are good value for money.
 CRISIL, India's leading Ratings, Research, Risk
and Policy Advisory company, has assigned its
highest ratings of "AAA/Stable/P1+" to the
various bank facilities of GCMMF.
8

9. Facts
Members: 13 district cooperative milk
producers' Union
No. of Producer Members: 2.79 million
No. of Village Societies: 13,328
Total Milk handling capacity: 11.22 million litres per day
Milk collection (Total - 2008-09): 3.05 billion litres
Milk collection (Daily Average 8.4 million litres
2008-09):
Milk Drying Capacity: 626 Mts. per day
Cattle feed manufacturing 3500 Mts. per day
Capacity:
9

10. Amul - Business Model
RAW MILK
pasteurization
Condensed
Packaged Milk
Dried
Ghee Skimmed Milk
Ice cream
Butter Powder
Beverages
Cream
10

11. SWOT Analysis
11

12. 12

13. Strengths
• Largest food brand in India
• High Quality, Low Price
• World's Largest Pouched Milk Brand
• Annual turnover of US $1504 million
• Highly Diverse Product Mix
• Robust Distribution Network
13

14. 14

15. • Risks of highly complex supply
chain system
• Strong dependency on weak
infrastructure
• Alliance with third parties who do
not belong to the organized sector
15

16. 16

17. Opportunities…….!
• Penetrate international
markets
• Diversify product portfolio to
enter new product categories
• and expand existing categories
like processed foods,
chocolates etc
17

18. 18

19. Threats…!
• Competitors - Hindustan Lever, Nestle
and Britannia
• Still competition from MNCs in butter
• Growing price of milk and milk products
• Ban on export of milk powder
19

20. Kids Women
Youth Calorie Conscious Health Conscious 20

21. Kids
I. Amul Kool
III.Chocolate Milk
V. Nutramul Energy Drink
VII.Amul Kool
IX. Millk Shaake
21

22. Womens
Amul Calci
22

23. Youth
I. UtterlyDelicious
Pizza
III.Amul Emmental
Cheese
V. Amul Cheese
Spreads
23

24. Health Conscious
• Nutramul
• Amul Shakti Health
Food Drink
24

25. Calorie Conscious
I.Amul Lite
III.Sagar Skimmed
Milk Powder
V.Amul Lite Slim and
Trim Milk
25

26. 26

27. Ice-cream Manufacturers
Restaurant/Food Chains
Milk Coffee Shop Chains
Temples
27

28. Butter/Cheese/Ghee
Bakery & Confectionaries
Pizza Retailers
Snacks Retailers
28

29. Advertisements
 AMUL is well known for its innovative hoardings. Find below a
few:
29

30. Advertisements
30

31. Amul - Product Diversification
Seeking unfamiliar products or markets in
the pursuits of growth with both dairy and non-dairy products
Secret Philosophy
 Progressive addition of higher value products
while maintaining the desired growth in existing
products.
 Amul introduced products with consistent value
addition but never left the core philosophy of
“providing milk at a basic, affordable price”
31

32. The 3 C’s…
•Defending against Mahananda, •Customers extremely satisfied
Vijay, Milma & other co-operative •Moved from loose milk to
milk brands •packaged milk
•Ready to try more products
•Aggressive moves against •Improved socio-economic
Britannia, Nestle, Mother Dairy conditions
and Kwality
•Largest milk brand in Asia
•More than 30 dairy brands
•Market leader in ghee & butter
•Very strong supply chain
•Enjoys Fine reputation
•Quality with Affordability

33. Amul – Product Portfolio
Category Market Share Market Position
Chocolate Drink 90% 1
Butter, Ghee 85% 1
Cheese 50% 1
Sweets 50% 1
Milk Powder 40% 1
Ice-cream 24.75% 2
Chocolate 10% 3
33

34. Amul – Product Portfolio in Graph
Market share
34

35. What more can Amul do?
To improve further Amul can try out the following
ideas:
I) Amul can venture out on new products like Toned
milk, Condensed milk that can be used for sweets,
Baby food products,
II) There are certain product like Amul basundi, gulab
jamoon, choclates etc which are not as popular as
Amul ice cream. Amul must try to understand the
cause of this through thorough market research and
work on improving these products
III) Though Amul’s hoardings are a huge success, it
can penetrate even better in the rural areas by
advertising through the media viz cable channels and
newspapers. Sponsoring shows in TV, sports events
can be of great help.
35

36. 36