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C"RTIFICATION
I&> 9333*)!//( certified plants< !ll !mul Ice /ream plants are I&> 9333*
)!//( certified%
!mul is in the process of getting I&> 11333 9Improved version; certification for
all its plants%
5o% 1 in ?uality < !mul is ranked 5o%1 ice cream in 7uality by @I5&I#)TA 9,ay*
Bune" 1331;" a bimonthly consumer maga=ine published by /onsumer :esearch and
Cducation &ociety 9/C:&; based at !hmedabad%
They also mentioned the difference between Ice /ream and Fro=en -essert in their
article as !mul is using milk fat in ice cream and some competitors are using
vegetable fat in their ice creams%
ACHI"#"M"NTS
!mul< !sia s largest dairy co*operative was created way back in1946 to make the
milk producer self*reliant and conduct milk* business with pride% !mul has always been thetrend
setter in bringing and adapting the most modern technology to door steps to ruralfarmers%
!mul created history in following areas<
a; First self motivated and autonomous farmers organi=ation comprising of more than
333333 marginal milk producers of .aira -istrict%
b; /reated -airy co*operatives at village level functioning with milk collection centresowned
by them%
c; /omputeri=ed milk collection system with electronic scale and computeri=ed
accountingsystem%
d; The first and only organi=ation in world to get I&> 9333 standard for its farmers co*
operatives%
e; First to produce milk from powder from surplus milk%!mul is the live example of how co*
operation amongst the poor marginal farmers canprovide means for the socio*economic
development of the under privileged marginalfarmers%
Amul i! a$road%
!mul is going places% 0iterally% !fter having established its presence in /hina" ,auritius
and )ong .ong" #u$arat /ooperative ,ilk ,arketing Federation 9#/,,F;" India s largest
milk cooperative" is waiting to flood the Bapanese market%ThenE #/,,F is also looking at &ri
0anka as one of its next export destinations% !mulproducts are already available on shelves
across several countries" including the +&" /hina"!ustralia" 8est !sian countries and
!frica%#/,,F recorded a turnover of :s 1"911 crore last fiscal% Its products include
pouch milk"ultra heat treated 9+)T; milk" ice*cream" butter" cheese and buttermilk%
Amuls competitive advantage
!mul has /ompetitive sustainable advantage 9/&!; over its competitors% !mulFs
/&! lies in its procurement part "the ability to collect 442"333 litres of milk every
day from 1%11 million farmers "convert them into goods worth :s 6 crore and
distribute them to "33"333 retailers across country "is not easy% 5o other dairy in
India has such a sustainable procurement network%
,anaging the large scale supply chain of !mul which begins from milk producer
and ends with supply to customer from retailer is very critical $ob% It re7uires lot of
dedication and hard work from all members of the corporation and also
distributors and retailers across country
It is not that !mul had a successful campaign" many of its ads backfired% >ne ad
meant to target ,arathi segment during #anpati festival had to be removed under
political pressure% In another incident on advertisement in which !mul girl was
wearing #andhi cap had to be again removed% In one another incident !mul had
aired an ad portraying )ussain as @)eroine addictionA" for this !mul was taken to
court%
,ost of !mulFs communication is based on latest happenings in the country% That
is why its ads are termed different from what is that of its nearest rival" ,other
dairy% ,ost of ,other dairy ads are directly targeted to children where as !mulFs
ad are on current affairs" in which adults are also involved%
The key to retaining their competitive advantage lies in keeping focused on the
basic business principles<
4e /ustomer*-riven
!dapt 7uickly to the changing environment%
!nticipate change and act today to meet tomorrowGs challenges%
The Federation has invested substantially over the last few years in improving
the 7uality of its products and services" keeping in mind the emerging
challenges of globali=ation% In recognition of its achievements in ?uality
,anagement Initiatives%
Their core business is marketing branded food products to household
consumers% Their success has been grounded in two strengths <*
-istribution network" serving more than five lac retail outlets%