BBUSINESS USINESS

CCOMMUNICATIONOMMUNICATION

BBUSINESS USINESS

CCOMMUNICATIONOMMUNICATION

PPRESENTATION-RESENTATION-11PPRESENTATION-RESENTATION-11

AMULAMUL TypeType - Cooperative - Cooperative

Founded Founded – 1946– 1946

Key peopleKey people - Chairman, Gujarat Co-operative - Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)Milk Marketing Federation Ltd. (GCMMF)

HeadquartersHeadquarters - Anand, India - Anand, India

IndustryIndustry- Dairy- Dairy

EmployeesEmployees - 2.41 million milk producers - 2.41 million milk producers

INTRODUCTION Amul (Anand Milk Union Amul (Anand Milk Union Limited),Limited), formed in 1946, is a formed in 1946, is a dairy cooperative movement in dairy cooperative movement in

India.India.

It is a brand name managed by an It is a brand name managed by an apex cooperative organisation, apex cooperative organisation, Gujarat Co-operative Milk Gujarat Co-operative Milk Marketing Federation Ltd. Marketing Federation Ltd.

(GCMMF)(GCMMF), which today is jointly , which today is jointly owned by some 2.6 million milk owned by some 2.6 million milk

producers in Gujarat, India.producers in Gujarat, India.

INTRODUCTION CONTD…CONTD…

AMULAMUL is based in Anand, Gujarat and has been a is based in Anand, Gujarat and has been a sterling example of a co-operative organization's sterling example of a co-operative organization's

success in the long term.success in the long term.

AmulAmul has spurred the White Revolution of India, which has spurred the White Revolution of India, which has made India the largest producer of milk and milk has made India the largest producer of milk and milk

products in the world.products in the world.

It is also the world's biggest vegetarian cheese brand.It is also the world's biggest vegetarian cheese brand.

Currently Amul has around 2.6 million producer Currently Amul has around 2.6 million producer members with milk collection average of 10.16 million members with milk collection average of 10.16 million

litres per day.litres per day.

HHISTORYISTORY Amul was formally registered on December 14, Amul was formally registered on December 14,

1946. The brand name 1946. The brand name AmulAmul, sourced from the , sourced from the Sanskrit word Amoolya, means priceless.Sanskrit word Amoolya, means priceless.

The Amul revolution was started as awareness The Amul revolution was started as awareness among the farmers. It grew and matured into a among the farmers. It grew and matured into a protest movement that was channeled towards protest movement that was channeled towards

economic prosperity.economic prosperity.

The Kaira District Co-operative Milk Producers' The Kaira District Co-operative Milk Producers' Union Limited (KDCMPUL) began pasteurizing Union Limited (KDCMPUL) began pasteurizing

milk for the Bombay Milk Scheme in June 1948.milk for the Bombay Milk Scheme in June 1948.

HHISTORYISTORY CONTD…CONTD…

By the end of 1948, more than 400 By the end of 1948, more than 400 farmers joined in more Village Society, and farmers joined in more Village Society, and the quantity of milk handled by one Union the quantity of milk handled by one Union increased from 250 to 5,000 liters a day.increased from 250 to 5,000 liters a day.

The success of Amul was instrumental in The success of Amul was instrumental in launching the White Revolution that launching the White Revolution that

resulted in increased milk production in resulted in increased milk production in India. It is officially termed as Operation India. It is officially termed as Operation

Flood by Amul.Flood by Amul.

MARKET REACHMARKET REACH

Besides India, Amul has entered overseas Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, markets such as Mauritius, UAE, USA,

Bangladesh, Australia, China, Singapore, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African Hong Kong and a few South African

countries. countries.

Other potential markets being considered Other potential markets being considered include Sri Lanka.include Sri Lanka.

PRODUCTS PRODUCTS

PRODUCTS PRODUCTS

Bread spread – Amul Butter, Amul Lite, Bread spread – Amul Butter, Amul Lite, Delicious Table Margarine.Delicious Table Margarine.

Milk Drinks – Amul Kool Milk Shake, Amul Milk Drinks – Amul Kool Milk Shake, Amul Kool, Amul Kool Cafe, Kool Koko, Kool, Amul Kool Cafe, Kool Koko,

Nutramool Energy Drink, Amul Kool Nutramool Energy Drink, Amul Kool Flavoured Chocolate Drink, Flavoured Flavoured Chocolate Drink, Flavoured

Butter Bottled Milk, Flavoured Tetra Pack, Butter Bottled Milk, Flavoured Tetra Pack, Amul Lassee, Amul Kool Thandai.Amul Lassee, Amul Kool Thandai.

PRODUCTSPRODUCTS CONTD…CONTD…

Powered Milk – Amul Spray Infant Milk Powered Milk – Amul Spray Infant Milk Food, Instant Full Cream Milk Powder, Food, Instant Full Cream Milk Powder,

Sagar Skimmed Milk Powder, Amulya Dairy Sagar Skimmed Milk Powder, Amulya Dairy Whitener.Whitener.

Fresh Milk – Amul Fresh Milk, Gold Fresh Milk – Amul Fresh Milk, Gold Milk,Tazaa Double Toned Milk,Lite Slim & Milk,Tazaa Double Toned Milk,Lite Slim &

Trim Milk, Amul Buttermilk.Trim Milk, Amul Buttermilk.

Cheese – Pasteurised Processed Cheese – Pasteurised Processed Cheese,Cheese Spreads,Pizza Cheese.Cheese,Cheese Spreads,Pizza Cheese.

AWARDSAWARDS GCMMFGCMMF bags bags APEDA AWARDAPEDA AWARD for 11th year in for 11th year in

a row.a row.Amul Pro-Biotic Ice-cream Gets Amul Pro-Biotic Ice-cream Gets No. 1 AwardNo. 1 Award At At

World Dairy Summit. World Dairy Summit. Ramkrishna Bajaj Ramkrishna Bajaj National Quality Award-National Quality Award-

2003.2003. Amul - The Taste Of India (Gcmmf)Receives Amul - The Taste Of India (Gcmmf)Receives

International Cio International Cio 100 Award For 100 Award For Resourcefulness.Resourcefulness.

Rajiv Gandhi Rajiv Gandhi National Quality Award - 1999.National Quality Award - 1999.

PROMOTION OF PRODUCTSPROMOTION OF PRODUCTS

MASCOT MASCOT - Since 1967 Amul products' - Since 1967 Amul products' mascot has been the very recognisable mascot has been the very recognisable "Amul baby" with tagline Utterly Butterly "Amul baby" with tagline Utterly Butterly Delicious Amul. Delicious Amul.

ADVERTISING ADVERTISING - The Amul ads are one of - The Amul ads are one of the longest running ads based on a theme, the longest running ads based on a theme, now vying for the Guinness records for now vying for the Guinness records for being the longest running ad campaign being the longest running ad campaign ever. Currently Amul is in the Guinness ever. Currently Amul is in the Guinness Book Of World RecordsBook Of World Records

PROMOTION OF PRODUCTSPROMOTION OF PRODUCTS

Amul has recently entered into direct Amul has recently entered into direct retailing through retailing through "Amul Utterly "Amul Utterly Delicious" Delicious" parlours created in major cities parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat.Mumbai, Hyderabad and Surat.

Amul has plans to create a large chain of Amul has plans to create a large chain of such outlets to be managed by franchisees such outlets to be managed by franchisees throughout the country.throughout the country.

COMPETITORSCOMPETITORSCADBURYCADBURY

BRITANNIABRITANNIA

NESTLENESTLE

National Dairy Development Board (NDDB)National Dairy Development Board (NDDB)

With Amul entering the sports drink With Amul entering the sports drink market, its rivals now include Coca Cola market, its rivals now include Coca Cola and PepsiCo. and PepsiCo.

REFRENCESREFRENCES

WWW.WIKIPEDIA.ORGWWW.WIKIPEDIA.ORG

WWW.AMUL.COM

A PRESENTATION BY:

Anjali Bhatt&

Anchal Tripathi