AMULAMULTHE TASTE OF INDIATHE TASTE OF INDIA

INTRODUCTIONINTRODUCTION Amul (Anand Milk Union Limited)Amul (Anand Milk Union Limited), formed in , formed in

1946, is a dairy cooperative movement in India. 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative It is a brand name managed by an apex cooperative

organisation, Gujarat Co-operative Milk Marketing organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in owned by some 2.6 million milk producers in Gujarat, India. Gujarat, India.

AMUL is based in Anand, Gujarat and has been a AMUL 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.

It is one of the best examples of co-operative It is one of the best examples of co-operative achievement in the developing economy. achievement in the developing economy.

INTRODUCTION INTRODUCTION CONTD..CONTD..

Amul has spurred the White Revolution of India, Amul has spurred the White Revolution of India, which has made India the largest producer of milk which has made India the largest producer of milk and milk products in the world.and milk products in the world.

It is also the world's biggest vegetarian cheese brand. It is also the world's biggest vegetarian cheese brand. Amul is the largest food brand in India and world's Amul is the largest food brand in India and world's

Largest Pouched Milk Brand with an annual turnover Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07).of US $1050 million (2006-07).

Currently Amul has 2.6 million producer members Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres with milk collection average of 10.16 million litres per day. per day.

MARKET REACHMARKET REACH

Besides India, Amul has entered overseas markets Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few Australia, China, Singapore, Hong Kong and a few

South African countriesSouth African countries. . Its bid to enter Japanese market in 1994 had not Its bid to enter Japanese market in 1994 had not

succeeded, but now it has fresh plans of flooding the succeeded, but now it has fresh plans of flooding the Japanese markets.Japanese markets.

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

HISTORYHISTORY

Amul was formally registered on December Amul was formally registered on December 14, 1946. The brand name 14, 1946. The brand name AmulAmul, sourced , sourced from the Sanskrit word from the Sanskrit word AmoolyaAmoolya, means , means pricelesspriceless. It was suggested by a quality control . It was suggested by a quality control expert in Anand and it was chosen because it expert in Anand and it was chosen because it was a perfect acronym for was a perfect acronym for AAnand nand MMilk ilk UUnion nion LLimited.imited.

The The Amul revolutionAmul revolution was started as awareness 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.

HISTORY HISTORY CONTD…CONTD… The Kaira District Co-operative Milk Producers' Union The Kaira District Co-operative Milk Producers' Union

Limited (KDCMPUL) began pasteurizing milk for the Limited (KDCMPUL) began pasteurizing milk for the Bombay Milk Scheme in June 1948.Bombay Milk Scheme in June 1948.

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

Meanwhile, Dr. Verghese Kurien, fed up being at the Meanwhile, Dr. Verghese Kurien, fed up being at the government creamery in Anand, Gujarat, which held no government creamery in Anand, Gujarat, which held no challenge, volunteered to help Shri Tribhovandas Patel, the challenge, volunteered to help Shri Tribhovandas Patel, the Chairman of KDCMPUL, in setting up a processing plant. Chairman of KDCMPUL, in setting up a processing plant. This marked the birth of AMUL in 1946.This marked the birth of AMUL in 1946.

The success of Amul was instrumental in launching the White The success of Amul was instrumental in launching the White Revolution that resulted in increased milk production in India. Revolution that resulted in increased milk production in India. It is officially termed as Operation Flood by Amul. The It is officially termed as Operation Flood by Amul. The breakthrough technology of spray-drying and processing breakthrough technology of spray-drying and processing buffalo milk, developed by Mr. H.M. Dalaya, was one of the buffalo milk, developed by Mr. H.M. Dalaya, was one of the key factors that contributed to the Revolution. key factors that contributed to the Revolution.

PRODUCTS PRODUCTS

BREAD SPREADS – AMUL BUTTER, AMUL BREAD SPREADS – AMUL BUTTER, AMUL LITE, DELICIOUS TABLE MARGARINE.LITE, DELICIOUS TABLE MARGARINE.

MILK DRINKS – AMUL KOOL MILK SHAAKE,MILK DRINKS – AMUL KOOL MILK SHAAKE,

AMUL KOOL,AMUL KOOL CAFÉ , KOOL AMUL KOOL,AMUL KOOL CAFÉ , KOOL KOKO,NUTRAMOOL ENERGY DRINK, AMUL KOKO,NUTRAMOOL ENERGY DRINK, AMUL KOOL FLAVOURED CHOCOLATE DRINK, KOOL FLAVOURED CHOCOLATE DRINK, FLAVOURED BUTTER BOTTLED MILK, FLAVOURED BUTTER BOTTLED MILK, FLAVOURED TETRA PACK, AMUL LASSEE, FLAVOURED TETRA PACK, AMUL LASSEE, AMUL KOOL THANDAIL.AMUL KOOL THANDAIL.

PRODUCTS PRODUCTS CONTD…CONTD…

POWDER MILK – AMUL SPRAY INFANT MILK POWDER MILK – AMUL SPRAY INFANT MILK FOOD, INSTANT FULL CREAM MILK FOOD, INSTANT FULL CREAM MILK POWDER,SAGAR SKIMMED MILK POWDER,SAGAR SKIMMED MILK POWDER,SAGAR TEA COFFEE POWDER,SAGAR TEA COFFEE WHITNER,AMULYA DAIRY WHITENER.WHITNER,AMULYA DAIRY WHITENER.

FRESH MILK – AMUL FRESH MILK, GOLD FRESH MILK – AMUL FRESH MILK, GOLD MILK,TAZAA DOUBLE TONED MILK,LITE MILK,TAZAA DOUBLE TONED MILK,LITE SLIM & TRIM MILK,AMUL FRESH SLIM & TRIM MILK,AMUL FRESH CREAM,SHAKTI TONED MILK,AMUL CALCI CREAM,SHAKTI TONED MILK,AMUL CALCI +,AMUL BUTTERMILK.+,AMUL BUTTERMILK.

PRODUCTS PRODUCTS CONTD…CONTD…

CHEESE – PASTEURISED PROCESSED CHEESE – PASTEURISED PROCESSED CHEESE,CHEESE SPREADS,PIZZA CHEESE,CHEESE SPREADS,PIZZA CHEESE,GOUDA CHEESE.CHEESE,GOUDA CHEESE.

FOR COOKING – AMUL/SAGAR PURE FOR COOKING – AMUL/SAGAR PURE GHEE,COOKING BUTTER,MALAI GHEE,COOKING BUTTER,MALAI PANEER,MITHAI MATE,MASTI DAHI.PANEER,MITHAI MATE,MASTI DAHI.

DESSERTS – AMUL ICE CREAMS,SHRIKHAND,DESSERTS – AMUL ICE CREAMS,SHRIKHAND,

MITHAI GULAB JAMUNS,CHOCOLATES.MITHAI GULAB JAMUNS,CHOCOLATES. HEALTH DRINK – NUTRAMUL, AMUL SHAKTI HEALTH DRINK – NUTRAMUL, AMUL SHAKTI

HEALTH FOOD DRINK.HEALTH FOOD DRINK.

AMULAMUL

Type - Type - CooperativeCooperative Founded – Founded – 19461946 Headquarters - Headquarters - Anand, IndiaAnand, India Key people - Key people - Chairman, Gujarat Co-operative Chairman, Gujarat Co-operative

Milk Marketing Federation Ltd. (GCMMF)Milk Marketing Federation Ltd. (GCMMF) Industry- Industry- DairyDairy Revenue - Revenue - $1.33 billion $1.33 billion USD (in 2007-08) (in 2007-08) Employees - Employees - 2.41 million milk producers2.41 million milk producers

Gujarat Cooperative Milk Gujarat Cooperative Milk Marketing FederationMarketing Federation

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

Members:Members:13 district cooperative milk producers' Union13 district cooperative milk producers' Union No. of Producer Members:No. of Producer Members:2.79 million2.79 million No. of Village Societies:No. of Village Societies:13,32813,328 Total Milk handling capacity:Total Milk handling capacity:11.22 million litres per day11.22 million litres per day Milk collection (Total - 2008-09):Milk collection (Total - 2008-09):3.05 billion litres3.05 billion litres Milk collection (Daily Average 2008-09):Milk collection (Daily Average 2008-09):8.4 million litres8.4 million litres Milk Drying Capacity:Milk Drying Capacity:626 Mts. per day626 Mts. per day Cattlefeed manufacturing Capacity:Cattlefeed manufacturing Capacity:3500 Mts per day3500 Mts per day Sales turnover: Sales turnover: 1504 million US million dollar1504 million US million dollar

AWARDSAWARDS

GCMMF bags APEDA AWARD for 11th year in a GCMMF bags APEDA AWARD for 11th year in a rowrow

Amul Pro-Biotic Ice-cream Gets No. 1 Award At Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit World Dairy Summit

Ramkrishna Bajaj National Quality Award-2003Ramkrishna Bajaj National Quality Award-2003 Amul - The Taste Of India (Gcmmf)Receives Amul - The Taste Of India (Gcmmf)Receives

International Cio 100 Award For ResourcefulnessInternational Cio 100 Award For Resourcefulness Rajiv Gandhi National Quality Award - 1999Rajiv Gandhi National Quality Award - 1999

PROMOTION OF PRODUCTSPROMOTION OF PRODUCTS MASCOT - Since 1967 Amul products' mascot has been the MASCOT - Since 1967 Amul products' mascot has been the

very recognisable "Amul baby" with tagline very recognisable "Amul baby" with tagline Utterly Butterly Utterly Butterly Delicious AmulDelicious Amul. .

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

CONTESTS - Amul Chef of the Year, 2009 contest,Amul CONTESTS - Amul Chef of the Year, 2009 contest,Amul Maharani Contest, 2008-09,Amul Food Festival Maharani Contest, 2008-09,Amul Food Festival Contest,Winners of Slogan likho Disneyland dekho Contest,Winners of Slogan likho Disneyland dekho

contest,Winners of "Amulya Fly to Bangkok Contestcontest,Winners of "Amulya Fly to Bangkok Contest" "

PROMOTION OF PRODUCTSPROMOTION OF PRODUCTS

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

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

STRENGTHSSTRENGTHS

Wide range of products thus making it more Wide range of products thus making it more competitive.competitive.

Amul products are available easily at stores across Amul products are available easily at stores across India, thus have wide reach.India, thus have wide reach.

Uses innovative and current affairs to advertise its Uses innovative and current affairs to advertise its products in a funny way, thus connects to common products in a funny way, thus connects to common people easily and quickly.people easily and quickly.

Amul has its brand image on every Indian, thus Amul has its brand image on every Indian, thus making it one of the most wanted company in milk making it one of the most wanted company in milk products.products.

WEAKNESSWEAKNESS

Currently it has no big name as brand ambassador of Currently it has no big name as brand ambassador of company.company.

It has not yet entered into toffee market targeting It has not yet entered into toffee market targeting children, thus losing a big market.children, thus losing a big market.

It can have some more kinds of sweets as its It can have some more kinds of sweets as its products, in India sweets have big market, thus losing products, in India sweets have big market, thus losing a great opportunitya great opportunity

COMPETITORSCOMPETITORS

CADBURYCADBURY BRITANNIABRITANNIA NESTLENESTLE National Dairy Development Board (NDDB)National Dairy Development Board (NDDB) With Amul entering the sports drink market, With Amul entering the sports drink market,

its rivals now include Coca Cola and PepsiCo. its rivals now include Coca Cola and PepsiCo.

OPPORTUNITIESOPPORTUNITIES

It can enter into the market of biscuits.It can enter into the market of biscuits. It can enter into the market of food processing It can enter into the market of food processing

– Baby food, coffee dairy products, bottled – Baby food, coffee dairy products, bottled water, pet foods, confectionary.water, pet foods, confectionary.

REFRENCESREFRENCES

WWW.WIKIPEDIA.ORG WWW.AMUL.COM

THANK YOUTHANK YOU