Amul

INTRODUCTIONAmul – The Taste of India

AMUL means “priceless”

Today amul is a symbol of many things

Multi-dimensional impact on rural economy and society

Amul’s birth is indelibly linked to the freedom movement in India.

The first Amul cooperative was the result of a farmers.

Sardar Vallabhbhai Patel vision to organise farmers.

Dr. Verghese Kurien, who founded Amul.

HISTORICAL BACKGROUND OF AMUL

Established 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. 1955 - Dairy and milk powder plant was established with aid from the United Nations Children's Fund (UNICEF). 

FACTS ABOUT THE KAIRA DISTRICT COOPERATIVE MILK PRODUCER’S

UNION (AMUL)

 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

CONTD…

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization.

Amul initiated the dairy co-operative movement.

Today, this movement is being replicated in 70,000 villages in over 200 districts in India.

THE GUJARAT COOPERATIVE MILK MARKETING FEDERATION

Amul Dairy has organized over 10,000 village cooperatives.

Rise in export of Amul products.

Every day Amul collects 4,47,000 litres of milk. Today, 173 milk producers cooperative unions and 22 federations play a major role

THE GROWTH ERA

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 manpowerDemandMargins

Problem in distributionPerishabilityCompetition

Flexibility in marketExport

potential

Milk vendorsCompetition

ICE C

REA

M

CHOCO

LATE

S

LIQUID FRESHMILK

BUTTER

PIZ

ZA

COMPETITION

BUSINESS MODEL Follows 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 system Profitability Committed to the farmers

DISTRIBUTION NETWORK 300 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 value-added 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