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Type CooperativeIndustry DairyFounded 1946Headquarters Anand, India

Key peopleChairman, Kaira District Cooperative Milk Producers' Union Limited. (KDCMPUL)

Products See complete products listing.Revenue $2.15 billion (2010-11)

Employees735 employees of Marketing Arm. However, real pool consist of 2.8 million milk producers

Website www.amul.com

Our Member Unions1. Kaira District Cooperative Milk Producers' Union Ltd., Anand2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur5. Surat District Cooperative Milk Producers' Union Ltd., Surat6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch10. Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot12. Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar

About Us - The Amul ModelThe Birth of AmulIt all began when milk became a symbol of protestFounded in 1946 to stop the exploitation by middlemenInspired by the freedom movementThe seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien,who was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should become the basis of a National Dairy Development policy. He understood that the success of Amul could be attributed to four important factors. The farmers owned the dairy, their elected representatives managed the village societies and the district union, they employed professionals to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its Chairman and asked to replicate this model throughout the country.

The Amul Model•The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.

•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 world. More than 13 million milk producers pour their milk in 1,28,799 dairy cooperative societies across the country. Their milk is processed in 176 District Co-operative Unions and marketed by 22 State Marketing Federations, ensuring a better life for millions.

Year of Establishment 1973

Members 17 District Cooperative Milk Producers' Unions (13 Members & 4 Nominal Members)

No. of Producer Members 3.03 Million

No. of Village Societies 15,712

Total Milk handling capacity per day 13.67 Million litres per day

Milk Collection (Total - 2010-11) 3.45 billion litres

Milk collection (Daily Average 2010-11) 9.2 million litres (peak 12 million)

Milk Drying Capacity 647 Mts. per day

Cattlefeed manufacturing Capacity 3690 Mts. per day

Sales Turnover -(2010-11) Rs. 9774 Crores (US $2.2 Billion)

GCMMF - An Overview

Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine

Cheese RangeAmul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza

(Mozarella) Cheese,Amul Emmental Cheese, Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly Delicious Pizza

Fresh Milk Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk

UHT Milk Range Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream

Milk Powders Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener

Milk Drink Amul Kool Flavoured Milk, Amul Kool Café, Amul Kool Koko,Amul Kool Millk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink

Health Drink Stamina Instant Energy DrinkBrown Beverage Nutramul Malted Milk Food

Curd Products Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee, Amul Flaavyo Yoghurt

Pure Ghee Amul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed Milk Amul Mithaimate

Mithaee Range (Ethnic Sweets) Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar LadoosIce-cream Sundae Range, probiotic,,sugarfree and probiotic

Chocolate & Confectionery Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, Amul Bindass, Amul Fundoo

The Product Range

HistoryThe india District December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat).Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry Co-operative Milk Producers' Union was registered on the milk in individual containers, especially in the summer season. These agents arbitrarily decided the prices depending on the production and the season. Milk is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply it to Bombay city in turn. India ranked nowhere amongst milk producing countries in the world because of its limitations in 1946 British Raj.Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to the producers).He sent Morarji Desai (who later became Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages.

The Cooperative was further developed and managed by Dr. V Kurien along with Shri H M Dalaya. The first modern dairy of the Kaira Union was established at Anand. Indigenous research and development and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk – the first time on a commercial scale anywhere in the world.The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short span five other district unions – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were organized. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producers’ Union Ltd. which had established the brand name Amul in 1955 decided to hand over the brand name to GCMMF (AMUL).Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, was the architect of India’s White Revolution, which helped India emerge as the largest milk producer in the world.Impressed with the development of dairy cooperatives in Kaira District and its success, Shri Lal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in 1964, asked Dr. V Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India.

GCMMF TodayGCMMF is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time – primarily due to the price differential and the brand name. It also entered the pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees.

Company infoThe Gujarat Cooperative milk Marketing Federation Ltd, Anand (GCMMF) is the largest food products marketing organisation of India. It is the apex organization of the Dairy Cooperatives of Gujarat. This State has been a pioneer in organizing dairy cooperatives and our success has not only been emulated in India but serves as a model for rest of the World. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 2.8 million village milk producers with millions of consumers in India These cooperatives collect on an average 7.5 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes.The turnover of GCMMF (AMUL) during 2008-09 was Rs. 67.11 billion. It markets the products, produced by the district milk unions in 30 dairy plants,The farmers of Gujarat own the largest state of the art dairy plant in Asia – Mother Dairy, Gandhinagar, Gujarat – which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily.. GCMMF (AMUL)’s Total Quality Management ensures the quality of products right from the starting point (milk producer) through the value chain until it reaches the consumer.Ever since the movement was launched fifty-five years ago, Gujarat’s Dairy Cooperatives have brought about a significant social and economic change to our rural people. The Dairy Cooperatives have helped in ending the exploitation of farmers and demonstrated that when our rural producers benefit, the community and nation benefits as well.

The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed simply as a business enterprise. It is an institution created by the milk producers themselves to primarily safeguard their interest economically, socially as well as democratically. Business houses create profit in order to distribute it to the shareholders. In the case of GCMMF the surplus is ploughed back to farmers through the District Unions as well as the village societies. This circulation of capital with value addition within the structure not only benefits the final beneficiary – the farmer – but eventually contributes to the development of the village community. This is the most significant contribution the Amul Model cooperatives has made in building the Nation.

Achievements of GCMMF2.8 million milk producer member families13,759 village societies13 District Unions8.5 million liters of milk procured per dayRs. 150 million disbursed in cash dailyGCMMF is the largest cooperative business of small producers with an annual turnover of Rs. 53 billionThe Govt. of India has honoured Amul with the “Best of all categories Rajiv Gandhi National Quality Award”.Largest milk handling capacity in AsiaLargest Cold Chain Network48 Sales offices, 3000 Wholesale Distributors, 5 lakh retail outletsExport to 37 countries worth Rs. 150 croresWinner of APEDA award for nine consecutive years

Requirements of franchiseeBrand Elements of the Scooping Parlour Franchisee requires around 300 Sq. Ft. space at a premium location.Air-conditioned parlour with toughened glass installation at the entranceWall claddings with Green Lam Laminates of fiesta colour (Saffron Hue)Signature A made from stainless steel at the entranceNeon sign with Amul in acrylic letters as per standard specificationsInteriors with vinyl posters & price listPOS with retailing software

Investment RequiredAn owned or a leased air-conditioned shop of 300 sq.ft. at a prominent location* Approximate Figures# Rs.1,00,000/- Rs.50,000/-. Offer valid for limited period.

Refundable Brand Deposit Rs. 50,000/- #

Renovation & interiors Rs. 75,000/-Equipment Rs. 200,000/-Working Capital Rs. 25,000/-Total Rs. 350,000/- *

Total in Rs.Sales (Value per month) 150,000

Gross Margins Earned 75,000Less: Electricity 5,000Less: Rentals 20,000Less: Manpower 10,000Net Profit per month 40,000

Amul Relief TrustA devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January 2001. The epicenter of the quake was located in Kutch district. It caused death of thousands of people, tens of thousands were injured, hundreds of thousands were rendered homeless and damage of billions of Rupees was done.GCMMF formed a specific organization named "Amul Relief Trust" (ART) under the Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstruction of the school buildings damaged in the 2001 earthquake in the Kutch area.The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1 millions in Kutch area. Four of these schools started re-functioning from the last two academic sessions and the other two schools from the current session.A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka of Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Nana Asalia Village in Mundra Taluka of Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Devpar Village in Mandvi Taluka of Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Toda Village in Mundra Taluka of Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Moti Bhadai Village in Mandvi Taluka of Gujarat

Tree PlantationGREEN GUJARAT TREE PLANTATION CAMPAIGN BY MILK PRODUCERS OF DAIRY COOPERATIVES

Amul Coops plant more than 239.38 lakhs trees

Sr. NoYear of

tree plantation

No. of trees

planted (in lakhs)

No. of trees

Survived (in lakhs)

Survival percentag

e

1 2007 18.90 11 58

2 2008 52.74 26 49

3 2009 84.24 38 45

4 2010 83.5 39* 47

Total 239.38 114 48