Amul was established in 1946 in Anand, Gujarat as a dairy cooperative. It collects milk from 3.1 million milk producers and processes 9.4 million liters of milk per day. Led by Dr. Verghese Kurien, Amul pioneered the white revolution in India through Operation Flood. Today it is the largest food company in India with an annual turnover of over 97,000 crores. Amul manufactures and markets dairy products nationally under its brand and exports to over 37 countries.

1. AMUL
Guided By:- Developed By:-
 Prof. Yuvrajsinh Raol  Patel Jinal P. (55)
 Prof A.S.Modi  Patel Saurabh V. (39)
 Patel Gayak N. (63)
 Patel Ravi J. (47)

2. History
• The Kaira District Co-operative Milk Producers'
Union Ltd. was registered on December
1, 1946, in the small town of
Anand (in Kaira District of Gujarat).
• The Kaira Union which had the brand name
of Amul with it since 1955, transferred it to
Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF)
• AMUL means "priceless" in Sanskrit. The brand
name "Amul," from the Sanskrit "Amoolya," was
suggested by a quality control expert in Anand.

3. History (Cont…)
• Impressed with the success of the dairy
cooperative, Prime Minister Lal Bahadur
Shastri, during his visit to Anand in
1964, asked Dr. Kurien to replicate the Anand
pattern of cooperative dairying at Amul, all
over India.
• Thus, the National Dairy Development Board
(NDDB) was formed and the
programme, Operation Flood launched.

4. History (Cont…)
• Dr Verghese Kurien, founder-chairman of the
GCMMF for more than 30 years (1973-
2006), is credited with the success of Amul.

5. Todays Development
• The GCMMF is the largest food products
marketing organisation of India.
• Over the last five and a half decades, Dairy
Cooperatives in Gujarat have created an
economic network that links more than
3.1 million village milk producers with millions of
consumers in India.
• Today Amul handles 2.5 million litres of milk per
day and process 100 MTs of milk powder daily in
Gujarat.

6. Todays Development (Cont…)
• These cooperatives collect on an average
9.4 million litres of milk per day.
• The turnover of GCMMF (AMUL) during 2010–
11 was 97.74 billion (US$1.85 billion)

7. Achievements of GCMMF
• 3.1 million milk producer member families
• 15,760 village societies
• 15 District Unions
• 9.4 million liters of milk procured per day
• 150 million (US$2.84 million) disbursed in cash daily
• GCMMF is the largest cooperative business of small producers
with an annual turnover of 53 billion (US$1 billion)
• The Govt. of India has honoured Amul with the “Best of all
categories Rajiv Gandhi National Quality Award”.
• Largest cold chain network
• 48 Sales offices, 5000 wholesale distributors, 7 lakh retail outlets
• Export to 37 countries worth 150 crore (US$28.35 million)

8. AMUL PRODUCTS

9. AMUL Competitors
Product s/Brands Competitors
Butter Britannia, Nestle
Cheese Britannia
Baby Food Nestle, Heinz
Dairy Whitener Segment Britannia, Nestle
Ice creams HUL
Chocolates & Confectionaries Cadbury, Nestle
Pizza Pizza Hut, Dominos, Nirulas Frozen Pizza
Curd Nestle, Mother Dairy
Ultra High Treated Milk Britannia, Nestle
Sweet Condensed Milk Nestle
Paneer Britannia
Milk Additives Cadbury, Smithkline Beecham
Flavored Milk Britannia, Nestle

10. Market Strategies
Developing Demand
• Limited purchasing power, modest consumption levels
• A low-cost price strategy products
The distribution network
• dry and cold warehouses
• cash transactions throughout the supply chain
• JIT improves dealers' return on investment (ROI)
Umbrella brand
• common brand for most product categories
• Alum's sub-brands , edible oil products - Dhara, mineral water - Jal Dhara
brand while fruit drinks - Safal
Third party service providers
• core is milk processing , production of dairy products
• logistics of milk collection, distribution of dairy products, sale of products
through dealers and retail stores

11. Sales Turnover Rs.(in Millions)
1994-95 11140
1995-96 13790
1996-97 15540
1997-98 18840
1998-99 22192
1999-00 22185
2000-01 22588
2001-02 23365
2002-03 27457
2003-04 28941
2004-05 29225
2005-06 37736
2006-07 42778
2007-08 52554
2008-09 67110
2009-10 80050
2010-11 97440
2011-12 116680

12. 20000
40000
60000
80000
120000
140000
100000
0
1994-95
1995-96
1996-97
1997-98
1998-99
1999-00
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
Rs.(in Millions)
2007-08
2008-09
2009-10
Turnover Chart
2010-11
2011-12
Rs.(in Millions)