Amul

APRESENTATION

ON

Enrollment No. :- 05Stream :- MAM SEM – V

Prepared By :- Janvi H. DhorajiyaSubmitted To :- Miss. Nirali Ma`am

(ASS. Professor in Smt. Shantaben Haribhai Gajera MBA Mahila College )

Introduction

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word amulya , meaning rare, valuable . The co-operative was initially referred to as Anand Milk Federation Union Limited hence the name AMUL.

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.

Locate of AMUL

GCMMF

GCMMF : Gujarat Cooperative Milk Marketing Federation.The GCMMF is the largest food products marketing organisation of India.It is state level apex body of milk cooperative in Gujarat which aims to provide remunerative returns to the farmers n also serve the interest of consumers by providing quality products which are good value foe money. CRISIL, India`s leading rating, research risk an policy advisory company has assigned its highest rating of “AAA/Stable/P1+” to the various bank facilities of GCMMF.

FactsFacts

Members13 District cooperative milk

producer`s union

No. of producer members 2.79 million

No. of village Societies 13,328

Total Milk handling capacity 13 million liters per day

Milk collection 3.05 billion liters

Milk collection (Daily average) 8.4 million liters

Milk drying capacity 626 Mts. Per day

Cattle feed manufacturing capacity

3500 Mts. Per day

Strength

Largest food brand in India High quality, low priceworld`s largest pouched milk brandAnnual turnover of USA $1504 millionHighly diverse product mixRobust distribution network

Weakness…

Risk of highly complex supply chain systemStrong dependency on weak infrastructureAlliance with third parties who do not belong to the organization sector

Opportunities….

Penetrate international marketsDiversify product portfolio to enter new product categoriesAnd expand existing categories like processed foods, chocolates etc…

Threats…

Competitors – Hindustan lever, nestle and BritanniaStill competition from MNCs in butterGrowing price of milk and milk productsBan on export of milk powder

AMUL Turnover

Market share of AMUL

Category Market share Market position

Butter 85% 1

Milk product 40% 1

Cheese 50% 1

Ice –cream 24.75% 2

Sweets 50% 1

Chocolate drinks 90% 1

chocolates 10% 3

Advertisement

AMUL – Test of India

Bibliography

• www.google.com • www.amul.co.in • www.gcmmf.co.in