3. STORY
Formed in 1946, is a dairy cooperative movement in India with
250 liters of milk per day with name KAIRA DISTRICT CO-
OPERATIVE MILK PRODUCERS’ UNION.
Dr. Varghese Kurien former chairman of GCMMF the man behind
the success of Amul.
The brand name Amul means “AMULYA” (suggested by a quality
control expert in Anand). This word derived form the Sanskrit
word “AMULYA” which means “PRICELESS”.
Amul has spurred the white revolution of India, which has made
India the largest producer of milk and milk products in the world
and the White Revolution has finally created a billion-dollar
brand
Amul has more than 150 chilling centers in various villages
6. KEY MEMBERS
CHAIRMAN OF GCMMF
- MR.VIPUL CHAWDARY
M.D OF GCMMF
- MR. RUPINDER SINGH SODHI
CHAIRMAN OF AMUL DAIRY
- MR.RANSINGH PARMAR
CHAIRMAN OF SABAR DAIRY
- MR.JETHA PATEL
CHAIRMAN OF VALSAD DAIRY
- MR.MOGHA DESAI
CHAIRMAN OF GANDHINAGAR DAIRY
- MR.SHANKERSINGH RANA
7. FOUNDER’S BIOGRAPHY
VERGHESE KURIEN
He was a renowed Indian Social Entreprenuer.
He is also known as Father of the White Revolution
for his billion litre idea.
He started the programme which was known as
Operation Flood.
He took India from being a milk-deficient nation, to
the largest milk producer in world.
He founded around 30 institutions of excellence
(AMUL, GCMMF, IRMA, NDDB) which are owned,
managed by farmers & run by professionals.
8. RUPINDER SINGH SODHI
He is B.E (Ag) from college of Technology and Agricultural Engineering,
Udaipur.
He is an alumni from the first batch of IRMA – batch of ‘82.
He has 29 years of rich experience in marketing & sales function with
GCMMF.
He has excellent understanding of product management & advertisement
function
He is also responsible for creating the current structure of the GCMMF.
9. AMUL MODEL
•Establishment of a direct
linkage between milk
producers and consumers by
eliminating middlemen.
• Milk Producers (farmers)
control procurement,
processing and marketing.
• Professional management .
•The Amul model has helped
India to emerge as the
largest milk producer in the
15. SWOT ANALYSIS
• Affordable price
• Strong network of over 3
million
milk producers
• Market Segmentation
• Strong network of Amul
retail
outlets, stalls and parlours
• A popular mascot in the Amul
•Low market share in
chocolates segment
•Strong competition
from
international &
domestic players in
the
ice cream segment
means
16. SWOT ANALYSIS
• Introduce new products
in
the chocolate segment
• To tap the untapped
market, increase its
reach
in rural markets
• Rise in purchasing
power
of Indian people
• Strong competition
from international
players
•Economic slowdown
and inflation
• Local competitors
17. CSR ACTIVITIES
A school reconstructed by Amul
Relief Trust in the earthquake
affected Kathada Village in Mandvi
Taluka of Gujarat.
Amul Coops plant more than 311.98
lakhs trees.
18. CURRENT ACTIVITIES
Amul is planning to acquire Delhi Milk Scheme which has been
running into losses.
GCMMF is planning to increase the capacity of its existing plants by
25-30%.
The company, which currently has a procurement capacity of 125
lacs lt. is aiming to increase it to 200 lacs lt. by 2020.
GCMMF also plans to invest Rs 3000 crore over the next five years
in new projects.
GCMMF owner of the brand Amul, to manufacture its dairy
products in the U.S. through a deal with a dairy plant owner in
New Jersey in the next 6 to 8 months as of July 2013.
Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world,
which is matter of proud for Gujarat and whole India.
