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.
 Continue…
• Convert surplus milk into milk powder and
butter.
• Setting Up of Gujarat Cooperative Milk
Marketing Federation (GCMMF)
• Objective-
• Sustained growth
• Effective management
• Umbrella branding strategy
• Tagline “The Taste Of India”
• 1967, Mascot- “Amul baby”
• Amul has entered overseas markets.
Food Brand And Business In
India

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 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.
 Amul Business Strategy
• Limited purchasingDeveloping demand
power, modest consumption levels
 A low-cost price strategy products

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 products
logistics 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
Social
Economic
Political
 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..
BREAD
BUTTER
 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..
 MILK
DRINK
 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
Powder
MILK
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….
FRESH
MILK
 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..
• "Chhas" (Gujarat & MP), "Mattha" (UP &
Delhi), "Tak" (Maharashtra), "Ghol"
(Bengal)..
• for better digestion..
Amul Taaza Double Toned
Milk
DERSRTS
 Ice Creams
• Market leader with 38% market
share, HLL has 9%market share and
Vadilal and Mother Dairy 7% market
share each..
 Amul Shrikhand
• Number 1 position in the market….
• 50% Market share….
Cheese
 Amul Pizza Mozzarella
Cheese
• Number 1 position in this segment..
• 100% Market share….
• No competition….
• Pizza cheese...makes great tasting
pizzas….!
Amul Pasteurized Processed
Cheese
• 100% Vegetarian Cheese made from
microbial rennet….
• Number 1 position in this segment..
• 50% market share….
 Amul

Unsuccessful products
JALDHARA

10 years back, Amul took a shot at bottled

water through jaldhara.

However venture failed owing to less demand

for
packaged water in market.

The product was abandoned.

 NUTRAMUL
Market share 15% and Market position 4th

• Nutramul lost out on its consumer

base due to other dynamic players
such as
• Boost,
• Complan,
• Horlicks and
• Bournvita.
• Its earlier position as a strength and
energy provider was usurped by
 Amul Chocolate
• Amul Chocolate
• Market share 10%

• Market position 3rd

• Cadbary
• Market share 70%
• Market position 1st