Amul, Facts on Amul

1. The Taste of India

3. Evolution of the company
 Formed in 1946 by Dr. Verghese Kurien
 It has found in Gujarat.
 Brand name taken from Sanskrit word “Amoolya” means
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Precious
Full name “Anand milk Producers Union ltd.”
Managed by GCMMF (Gujarat Cooperative Milk Marketing
Federation)
Amul has spurred the White Revolution of India, which has
made India the largest producer of milk and milk products in the
world.
Key people:
 MD - R.S Sodhi
 CFO – Rakesh Shukla

4. Vision And Mission
Vision
“Amul’s Vision is to provide more satisfaction to
the farmers, their customers, employees and
distributers.”
 Mission
“We the motivated and dedicated workforce at
Amul are committed to produce wholesome and
safe foods of excellent quality to remain market le
ader through development of quality management
system, state of art technology, innovation and
eco-friendly operations to achieve delightment

5. Location of Amul
Amul headquarters is located at Gujarat in a district
called Anand.

6. The Amul Model
The Amul Model of dairy
development is a threetiered 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.

7. The Amul Model Cont.

8. Range of Products
Breadspreads
Amul Butter, Amul Lite, Delicious Table Margarine
Amul Pasteurized Processed Cheddar Cheese, Amul
Processed Cheese Spread, Amul Pizza (Mozarella)
Cheese Range Cheese,Amul Emmental Cheese, Amul Gouda Cheese,
Amul Malai Paneer (cottage cheese), Utterly Delicious
Pizza
Amul Gold Full Cream Milk 6% fat, Amul Shakti
Fresh Milk
Standardised Milk 4.5% Fat, Amul Taaza Toned Milk 3%
fat,Amul Slim & Trim, Amul Cow Milk
Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk,
UHT Milk Range Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk,
Amul Fresh Cream
Amul Full Cream Milk Powder, Amulya Dairy Whitener,
Milk Powders
Sagar Skimmed Milk Powder, Amulspray Infant Milk
Food, Sagar Tea and Coffee Whitener
Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool
Milk Drink
Koko,Amul Kool Millk Shaake, Amul Kool Chocolate

9. Range of Products cont.
Health Drink
Brown
Beverage
Curd Products
Stamina Instant Energy Drink
Nutramul Malted Milk Food
Amul Masti Dahi (fresh curd), Amul Masti
Spiced Butter Milk,Amul Lassee, Amul
Flaavyo Yoghurt
Amul Pure Ghee, Sagar Pure Ghee
Pure Ghee
Sweetened
Condensed
Amul Mithaimate
Milk
Mithaee Range
Amul Shrikhand, Amul Mithaee Gulabjamuns,
(Ethnic
Amul Basundi,Avsar Ladoos
Sweets)
Sundae Range, probiotic,,sugarfree and

10. Financial performance
Sales Turnover
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
2011-12
2012-13
Rs (million)
27457
28941
29225
37736
42778
52554
67113
80053
97742
116680
137350
US $ (in million)
575
616
672
850
1050
1325
1504
1700
2172
2500
2540
Growth of 17.72 per cent to reach Rs.13735.15 crores ( Rs.137.35

11. Operational Performance
Members
No. of Producer Members
No. of Village Societies
Total Milk handling capacity per
day
Milk Collection (Total - 2012-13)
Milk collection (Daily Average
2012-13)
Cattlefeed manufacturing
Capacity
17 District Cooperative Milk
Producers' Unions (16
Members & 1 Nominal
Members)
3.18 Million
16,914
16.8 Million litres per day
4.66 billion litres
12.7 million litres
5890 Mts. per day
Rs. 13735 Crores (US $ 2.54

12. SWOT ANALYSIS
Technical manpower
Demand
Margins
Problem in distribution
Perishability
Competition
Flexibility in market
Export
potential
Milk vendors
Competition

13. Amul - BCG Matrix
High
Amul IceCream
Amul cheese
Amul chocolate
Business
growth rate
Low
Amul butter
Amul chocolate drink
High
Low
Relative Market Share

14. PIZZA
ICE CREAM
LIQUID FRESH
MILK
COMPETITION

15. Market Share
 Amul owns 85 percent share in butter market
 75 percent in cheese share market.
 Amul is the market leader in Cheese, with 65-
66% share.
 It also has 88% market share in butter,
 63% share in infant milk and 45% market
share in dairy whitener.
 Amul also enjoys a 26% share in the
packaged milk market.

16. Awards
 GCMMF wins the SAP Award for Customer
Excellence (SAPACE) 2013 under the
category of "Best Run Award in Finance"
 ET-Corporate Citizen Award of the Year 201011 to GCMMF
 Green Globe
Award
 Dr. V. Kurien honoured with Life Time
Achievement Award by CNN-IBN

17. Achievements of GCMMF
 9.4 million liters of milk procured per day
 INR150 million (US$2.3 million) disbursed in cash
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daily.
Gcmmf is the largest cooperative business of
small producers with an annual turnover of inr53
billion (us$810 million)
The government of India has honored Amul with
the "best of all categories Rajiv Gandhi national
quality award".
Largest milk handling capacity in Asia
Largest cold chain network
48 sales offices, 5000 wholesale distributors, 7
lakh retail outlets

18. Thank
You…