Amul – a social enterprise BY: SAM SYMON

History

HISTORYAmul was registered on 14 December 1946 as a response to the exploitation of marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in the small city distance to deliver milk, which often went sour in summer, to Polson. The price of milk were arbitrarily determined. Moreover, the government had given monopoly rights to Polson to collect milk from mikka and supply it to Bombay city.Angered by unfair trade practices, the farmers of kaira approached Sardar vallabhbhai patel under the leadership of local farmer leader tribhuvandas k. patel. He advised them to form a cooperative and supply milk directly to the

Bombay milk scheme instead of polson ( who did the same but gave them low price). He sent Morarji Desai to organize the farmers. In 1946, the milk farmers of the area went on a strike which led to the setting up of the cooperative to collect and process milk. Milk collection was decentralized, as most producers were marginal farmers who could deliver at most 1-2 liters of milk per day. Cooperatives were formed for each village too.The cooperative was further developed and managed by Dr. Varghese kurien with H.M. Dalaya. Dalaya’s innovation making skim milk powder from buffalo milk (for the first time in the world) and a little later , with kurien’s help making it on a commercial scale, led to the first modern dairy of the cooperative at Anand, which would compete against

Established players in the market. Kurien’s brother in law K.M. Philip sensitized kurien to the needs of attending to the finer points of marketing, including the creation and popularization of a brand name. in a brainstorming session, a chemist who worked in the dairy laboratory suggested Amul, which came from Sanskrit word ‘amulya’, which means ‘priceless’.The trio’s (T.K. Patel, Kurien and Dalaya’s) success at the cooperative’s dairy soon spread to Anand’s neighborhood in Gujarat. within a short spam, five unions in other districts Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were set up. To combine forces and expand the market while saving on advertising and avoid competing against

Each other, the GCMMF, an apex marketing body of these district cooperatives, was set up in 1973. the kaira union, which had the brand name Amul with it since 1955, transferred it to GCMMF.In 1999, it was awarded the best of all Rajiv Gandhi national quality Award.Dr. Varghese kurien was the chairman of GCMMF for more than 30 years (1973-2006).

Dr. Varghese kurien

Sardar vallabhbhai patel

G.C.M.M.F.

G.C.M.M.F Gujarat Cooperative Milk Marketing Federation

Ltd. (GCMMF), is India's largest food product marketing organization with annual turnover (2014-15) US$ 3.4 billion. Its daily milk procurement is approx. 14.85 million lit per day from 18,536 village milk cooperative societies, 17 member unions covering 31 districts, and 3.37 million milk producer members.

It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World.

It is exclusive marketing organization of 'Amul' and 'Sagar' branded products. It operates through 56 Sales Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House“ status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia.

GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 16 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy" for its outstanding export performance and contribution in dairy products sector by APEDA. In 2013-14, GCMMF took giant strides in expanding its presence in International markets. Amul’s presence on Global Dairy Trade (GDT) platform in which only the top six dairy players of the world sell their products, has earned respect and recognition across the world. By selling milk powders on GDT, GCMMF could not only realize better prices as per market demand but it also firmly established Amul in the league of top dairy players in world trade.

For its consistent adherence to quality, customer focus and dependability, GCMMF has received numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality Award - 2003 - certificate of merit- for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only Indian organisation to win topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007.

For the innovations, GCMMF has received AIMA-RK Swamy High Performance brand award 2013 and CNN-IBN Innovating for better tomorrow award in 2014. World Dairy Innovation Awards- 2014 for Best Marketing Campaign - "Eat Milk with Every Meal". For the tree plantation activity GCMMF has received seven consecutive Good Green Governance award from Srishti during 2007 to 2013.

The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.

G.C.M.M.F OVERVIEWYear of Establishment 1973

Members 17 District Cooperative Milk Producers' Unions

No. of Producer Members 3.37 MillionNo. of Village Societies 18,536

Total Milk handling capacity per day 24 Million litres per day

Milk Collection (Total - 2014-15) 5.42 billion litresMilk collection (Daily Average

2014-15) 14.85 million litres

Cattlefeed manufacturing Capacity 6340 Mts. per day

Sales Turnover -(2014-15) Rs. 20733 Crores (US $ 3.4 Billion)

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., Valsad

9. 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., Surendranagar14. Amreli District Cooperative Milk Producers Union Ltd., Amreli 15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar 16.Kutch District Cooperative Milk Producers' Union Ltd., Anjar17. Junagadh District Cooperative Milk Producers' Union Limited, Junagadh

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

1994-95 11140 3551995-96 13790 4001996-97 15540 4501997-98 18840 4551998-99 22192 4931999-00 22185 4932000-01 22588 5002001-02 23365 5002002-03 27457 5752003-04 28941 6162004-05 29225 6722005-06 37736 8502006-07 42778 10502007-08 52554 13252008-09 67113 15042009-10 80053 17002010-11 97742 21722011-12 116680 25002012-13 137350 25402013-14 181434 30242014-15 207330 3410

List of Dairy

Amul Dairy

Dudhsagar dairy (Mehsana)

Banas dairy (Palanpur)

Baroda Dairy

Sabar Dairy (Sabarkantha)

Sumul Dairy (surat)

Amar Dairy (Amreli)

Mother Dairy (Gandhinagar)

Doodhdhara Dairy (Bharuch)

Sarvottam Dairy (Bhavnagar)

Junagadh Dairy

Kutch Dairy

Rajkot Dairy

Valsad Dairy

Surendranagar Dairy

Panchmahal Dairy (Godhra)

Products

•Amul Bread Spreads Range

•Amul Beverage Range / Milk Drinks

•Amul Powder Milk Range

•Amul PRO

•Amul Fresh Milk Range

•Amul Cheese Range

•Amul Cooking Range

•Amul Dhai Range

•Amul Mithai / Desserts Range

•Amul Health Drink

•Amul Chocolates

•Amul Ice-creams

Amul Products

Reasons For Success

competitors

From: Sam & Mehul

Thank You