PRESENTED BY

SHILPA SHARMA

PALLABEE SARKAR

UJWAL BHAT

GOURAV SINGH

The Birth of Amul

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

Founded in 1946 to stop the exploitation by middlemen.

The 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.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.

ORGANISATION: GCMMF

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as'AMUL‘.

GCMMF Year of Establishment – 1973 Members - 17 District Cooperative Milk Producers' Unions. No. of Producer Members - 3.23 Million No. of Village Societies - 17,025 Total Milk handling capacity per day - 23.2 Million litres per

day Milk Collection (Total - 2013-14) - 4.79 billion litres Milk collection (Daily Average 2013-14) - 13.18 million

litres Cattlefeed manufacturing Capacity - 6190 Mts. per day Sales Turnover -(2013-14) - Rs. 18143 Crores (US $ 3.0

Billion)

SWOT ANALYSIS

Strength: • Largest food brand in India

• High Quality, Low Price

• World’s Largest Pouched Milk Brand

• Annual turnover of US $1504 million

• Highly Diverse Product Mix

• Robust Distribution Network

Weakness: • Risks of highly complex supply chain system

• Strong dependency on weak infrastructure

• Alliance with third parties who do not belong to the organised sector

Oppourtunity:

• Penetrate international markets

• Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc.

Threats:

• Competitors - Hindustan Lever, Nestle and Britannia

• Still competition from MNCs in butter

• Growing price of milk and milk products

• Ban on export of milk powder

The Three-tier “Amul Model”

i. Village Dairy Cooperative Society (VDCS)

ii. District Cooperative Milk Producers’ Union (Milk Union)

iii. State Cooperative Milk Federation (Federation)

ACHIEVEMENTS

• It bagged India’s Most Respected Company Award instituted by Businessworld in 2002.

• It was awarded the IMC Ramkrishna Bajaj National Quality Award in 2003.