History • Establish in 1946 by Kaira District Cooperative Milk Producers' Union Limited (known as Amul) • "Amul," from the Sanskrit "Amoolya,“ • Anand Milk Union Limited. • Two village cooperatives and 250 ltrs of MPD. • 1948, 400 farmers joined increased 5,000 ltrs. • White Revolution of India
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History
• Establish in 1946 by Kaira District Cooperative Milk Producers' Union Limited (known as Amul)
• "Amul," from the Sanskrit "Amoolya,“• Anand Milk Union Limited. • Two village cooperatives and 250 ltrs of MPD.• 1948, 400 farmers joined increased 5,000 ltrs.• White Revolution of India
Continue… • Convert surplus milk into milk powder and butter.• Setting Up of Gujarat Cooperative Milk Marketing
• Umbrella branding strategy• Tagline “The Taste Of India”• 1967, Mascot- “Amul baby”• Amul has entered overseas markets.
Food Brand And Business In India
World's Largest
Pouched Milk
Brand
World's Biggest
Vegetarian
Cheese Brand
Largest
Business Model Pasteurisation
• Every day Amul collects 7 million litres of milk from 2.6 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods to over 500,000 retail outlets across the country.
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 productslogistics of milk collection, distribution of dairy products, sale of products through dealers and retail stores
•Achievements of the Dairy Cooperatives in India till 2003-04 Reach Milk production Marketing Innovation Macro Impact
Achievements of Operation Flood, 1970–2002
•AMUL A DAIRY CO-OPERATIVE•It began with two village cooperatives and 250 liters of milk per day•GCMMF is largest food company in INDIA•EMPOWERMENT
SocialEconomicPolitical
An Excuse to Expand
Bombay Milk Scheme could not absorb the extra milk produced by the “KAIRA UNION” in winter.
The production was 2.5 times more in Winter than in Summer.
No Assured Market, Sell to Mid-man again, Etc Need for Change (Innovation required) Butter and milk powder was the only way to save
the day!!!
The Growth Phase
Rs.5 million plant for milk powder and butter in 1955, expanded in 1958(sweetened condensed milk).
In 1960, Amul started producing 2500 tons of roller-dried baby food and 600 tons of cheese per year.
Role of “Central Food Technological Research Institute” (CFTRI), Mysore. For the 1st time in the world Cheese or baby food was made by buffalo
milk on a large scale. A project for balanced cattle feed (OXCAM) Freedom from Hunger. Milk powder for additional req. of defence(40-20)(1963-65). The Mogar Complex Story
Amul going international….
• Tie up with Walmart to sell dairy products..• Tie up with Glaxo to sell baby food..• Nepal, pakistan, Bangladesh..50,000 tonnes..• Deserts in Malasia and Singapore..
BREADBUTTER
Amul Butter
• From 1948….• Made from fresh cream by modern butter
making machines….• Made from Butter, salt & natural colour….• Meets AGMARK standards..• 86% Market Share..• Number 1 position in market….
Amul Lite
• Market Share..80% and 1st Position….• Low-fat, low- calorie, low- cholesterol..• Certified by AGMARK..• Help to maintain slip-trim shape..• Vitamin A & D….for vision & healthy skin..
Delicious Table Margarine
• Butter-substitute….• Prepared from vegetable oil and fats..• Zero cholesterol..good for cardiac patients..• Untouched by hands in production process..• Shelf life..6 months..
MILKDRINK
Amul Kool Millk Shaake
• Entry in beverage market….• 4 flavors..banana, mango, Strawberry,
Badam..• Healthy option against soft drinks..• Targeted mainly youth and teenagers..• Available through the year..• Value for money..
Amul kool
• Flavored milk..• Kesar, Elaichi, Rose, Mango and Stawbery…..• Substitute for coke and pepsi..
Amul Kool Cafe
• Coffee..• Prepared by Toned Milk, Sugar & Coffee.• Targeted to 'Generation X‘….a healthy
beverage which is tasty, trendy, and nutritious
Amul Masti Spiced Buttermilk
• The Best Thirst satisfy Drink which is Free of Colour, Preservatives, Acids and Sucrose Sugar (unlike Cola drinks)..
• It contains Milk Solids, Common Salt, Spices and Condiments..
• 180 days shelf life
PowderMILK
Amul Spray Infant Milk Food• Made from partially skimmed milk, sugar,
minerals and vitamins..• Product formulated on guidelines set by
Codex Commission of WHO/FAO...• Marketed in India since last 25 years..• Vitamins..A, D, K B group, C• 65% Market Share & 1st position….
Amul Instant Full Cream Milk Powder
• 80% Market Share…no. 1 position….• Is made from Toned Milk, Vitamins A,D..• The product is creamy white in colour..• Marketed in India since last 3 decades..
Sagar Tea Coffee Whitener
• Made from Milk Solids, Sugar & Hydrogenated Vegetable Oils..
• for making rich and tasteful tea and coffee..• health conscious..• a high value for money..• 40% Market Share….• Number 1 position….
FRESHMILK
Amul Fresh Milk
• most hygienic liquid milk available in the market..
• pouch-packed to make it conveniently available to consumers..
• meets the PFA standards for the respective type of milk..
Amul buttermilk
• Produced in very hygienic and clean atmosphere..