pro-biotic stuff; ice creams ( amul prolife and sugar free)

Amul is launching two ranges of pro-biotic ice creams - Amul Prolife and Amul Sugarfree. Amul is the over Rs3,700-crore brand of Gujarat Cooperative Milk Marketing Federation Ltd. Amul plans to build the pro-biotic range into a Rs100-crore brand within the next 2-3 years. Both Amul Prolife and Amul Sugarfree will be available in 125-millilitres (ml), 500-ml and 1.25-litre packs in five flavours - vanilla with chocolate sauce, strawberry, chocolate, shahi anjir and fresh litchi.

source: India Business Insight (India), February 27, 2007, 1pp

frozen yogurt market:

combination of ice-cream with probiotic yogurt base source: Authors: Prashant Rupera, Times of India, The (Mumbai, India), January 23, 2012, 2pp

To double capacity, expand product range and market reach The Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) that owns the Amul brand plans to invest $600 million (Rs 3,000 crore) in doubling its processing capacity for milk and milk products over the next six years. The co-operative is also enhancing its retail presence to widen market reach by opening more distribution outlets, parlours and cafes, apart from strengthening backward linkages to enhance milk production... source:

competition: Hatsun has 12 agronomists to guide farmers. It is also picking some of the best practices from New Zealand. <recruiting heads from new zeeland> new practices: the milk is extracted from Jersey-Holstein cows which listen to soothing music and consume fodder specially grown at a farm near Pune

Hatsun's story is not unique. Across India, a clutch of private dairy players are rapidly growing in size and competing in a fast-growing market - milk, cheese, butter, ghee, ice cream. This has been Amul's turf. Competition for Amul is also coming from MNCs like Danone and Nestle.

parag milk, former amul boss

Parag is not just looking at milk. "We have a market share of 30-40% in the cheese category in modern retail stores in Mumbai," says Devendra Shah, chairman, Parag. Why is that a big deal? Mumbai is among the largest markets in India's Rs 400-crore cheese segment. "This March our revenues will cross Rs 1,000 crore," says Shah. To put that in perspective: Parag earned Rs 550 crore in March 2010. <fast growing competition>

point of diffren: scale and variety that only few in the industry can match

Change in consumer behaviour With the emergence of modern retail, dairy companies tapped a new set of customers willing to experiment with products like gourmet cheese or flavoured yoghurts. That helped companies like Parag launch brands like Go Cheese targeted largely at urban consumers.

getting into asia-pacific market?

http://m.economictimes.com/PDAET/articleshow/msid-11851705,curpg-3.cms

wikipaedia: Key people Chairman, Kheda District Cooperative Milk Producers' Union Limited. (KDCMPUL) Products See complete products listing.

Revenue

$2.15 billion (2010-11)

Employees 735 employees of Marketing Arm. However, real pool consist of 3.03 million milk producer members

entered into pizza business

y y y y

Largest milk handling capacity in Asia Largest Cold Chain Network 48 Sales offices, 5000 Wholesale Distributors, 7 lakh retail outlets Export to 37 countries worth 150 crore (US$33 million)

The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China In 2011, Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report,[18] published by Trust Research Advisory.

Amul site Its daily milk procurement is approx 12 million lit (peak period) per day from 15,712 village milk cooperative societies, 17 member unions covering 24 districts, and 3 million milk producer members.

CMMF - An Overview Year of Establishment Members No. of Producer Members No. of Village Societies Total Milk handling capacity per day 1973 17 District Cooperative Milk Producers' Unions (15 Members & 2 Nominal Members) 3.03 Million 15,712 13.67 Million litres per day

Milk Collection (Total - 20103.45 billion litres 11) Milk collection (Daily Average 9.2 million litres (peak 12 million) 2010-11) Milk Drying Capacity Cattlefeed manufacturing Capacity Sales Turnover -(2010-11) 647 Mts. per day 3690 Mts. per day Rs. 9774 Crores (US $2.2 Billion)

The Product Range Bread Spreads Amul Butter Utterly Butterly Delicious Amul Lite Low fat, low Cholesterol Bread Spread

Delicious Table Margarine The Delicious way to eat healthy

Milk Drinks Amul Kool Millk Shaake Amul Kool

Amul Kool Cafe

Kool Koko A delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy Drink A drink for Kids provides energy to suit the needs of growing Kids

Amul Kool Chocolate Milk

Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack

Amul Masti Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink

Amul Lassee

Amul Kool Thandai

Powder Milk Amul Spray Infant Milk Food Still, Mother's Milk is Best for your baby Amul Instant Full Cream Milk Powder A dairy in your home

Sagar Skimmed Milk Powder Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.

Sagar Tea Coffee Whitener

Amulya Dairy Whitener The Richest, Purest Dairy Whitener

Fresh Milk Amul Fresh Milk This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouch-packed for convenience. Amul Gold Milk

Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk

Amul Fresh Cream

Amul Shakti Toned Milk

Amul Calci+

Amul Buttermilk

Cheese Amul Pasteurised Processed Cheese 100% Vegetarian Cheese made from microbial rennet Amul Cheese Spreads Tasty Cheese Spreads in 3 great flavours..

Amul Emmental Cheese The Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma

Amul Pizza Mozzarella Cheese Pizza cheese...makes great tasting pizzas!

Gouda Cheese

For Cooking

Amul / Sagar Pure Ghee Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.

Cooking Butter

Amul Malai Paneer Ready to cook paneer to make your favourite recipes!

Utterly Delicious Pizza

Mithai Mate Sweetened Condensed Milk Free flowing and smooth texture. White to creamy color with a pleasant taste.

Masti Dahi

Pro-biotic Dahi

Desserts Amul Ice Creams Premium Ice Cream made in various varieties and flavours with dry fruits and nuts. Amul Shrikhand A delicious treat, anytime.

Amul Mithaee Gulab Jamuns Pure Khoya Gulab Jamums...best served piping hot.

Amul Chocolates The perfect gift for someone you love.

Amul Basundi

Amul Flaavyo Yoghurt

Health Drink Nutramul Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.

Breadspreads Cheese Range

Amul Butter, Amul Lite, Delicious Table Margarine Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental Cheese, Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly Delicious Pizza Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener Amul Kool Flavoured Milk, Amul Kool Caf, Amul Kool Koko,Amul Kool Millk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink

Fresh Milk UHT Milk Range Milk Powders

Milk Drink

Health Drink Brown Beverage Curd Products Pure Ghee

Stamina Instant Energy Drink Nutramul Malted Milk Food Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee, Amul Flaavyo Yoghurt Amul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed Amul Mithaimate Milk Mithaee Range (Ethnic Sweets) Ice-cream Chocolate & Confectionery Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar Ladoos Sundae Range, probiotic,,sugarfree and probiotic Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, Amul Bindass, Amul Fundoo

Exports:

growth and initiatives:

This consistently high growth is also reflected in the performance of its various mega-brands as the organization further enhanced its market-share in different product categories. Sales of Amul Butter has also shown an impressive growth of 26% in 2010-11. Sales of Amul Milk in pouches have grown by 34%. Sales of Amul Processed Cheese have shown consistent and very impressive growth of 29%. Amul beverage range including Flavoured milk, Buttermilk and Lassi has shown an impressive growth of 28% over the last year. Sales of Amul Masti Dahi also grew by 39%. With enhanced focus on fresh and fermented products, GCMMF launched Amul Probiotic Lasee in ready to drink cups, Amul Probiotic Buttermilk in PET bottles and flavoured yoghurt under the brand name Amul Flaavyo. In the Infant Milk Food category, their brand Amulspray registered growth of 20% and achieved the unique distinction of becoming a Rs. 1000 crore mega-brand. GCMMF recently initiated its largest distribution expansion exercise to extend its reach to smaller towns and semi-urban areas. Through implementation of its new hub & spoke model of distribution, GCMMF plans to appoint 150 new Super-distributors and extend its reach to 3000 additional smaller towns & semi-urban areas in 2011-12. Retailing continues to be an important strategic initiative for GCMMF. During the year 2010-11, 1000 new Amul Parlours have been added, taking the total strength to 6000, thus reinforcing the wide popularity of the concept. Apart from 160 parlours at railway stations and 177 parlours operating at various centers of excellence, Amul also has 375 air-conditioned Ice-cream scooping parlours. In order to align supply chain strategy with corporate objectives across key lines of business in a timely & cost-effective manner and to achieve superior supply chain performance, GCMMF successfully implemented SAP ERP application in 201011.

partnership:
y y y Amul Railway Parlour Photographs Scooping Parlour Photographs Amul Preferred Outlets

concerns: In recent years, Indian dairy farmers have been facing soaring input costs which has adversely impacted viability of milk production as an economic activity. With declining return on investment, there is a possibility that farmers may simply lose interests in milk business and turn to other activities. Analysis of the cost of milk production reveals that the most critical cost component is cost of feed and fodder, comprising nearly 70% of the total cost. Cost of labour is also an important cost component. Our farmers are facing severe fodder shortage, forcing them to use lower quality feed. This shortfall is fuelling consistent rise in price of fodder. With fodder prices jumping two-fold due to lower production of cereals, milk production has become a costly business. There is tremendous pressure of livestock on available feed and fodder since land available for fodder cultivation is decreasing. With competing claims on bio-mass for energy, cost of dry fodder for feed is rising and will continue to rise. Dry fodder constitutes major portion of a milch animal s ration. Farmers are also reeling under the impact of steep rise in all major ingredients of cattle feed. Price of de-oiled rice bran which constitutes 25% - 35% of cattle feed, has increased from Rs. 3483 per MTs in 200506 to Rs. 6618 per MTs in 2011. Price of molasses, which constitute 10% to 12% of total cattle feed has also surged from Rs. 3400 per MTs to Rs. 4300 per MTs, within last one month. Some reports even suggest that in certain regions of India, farmers are finding it more profitable to sell their cattle to meat & leather industry, rather than continue in milk business. These very same reports also suggest that this phenomenon has already led to closure of some milk co-operatives in small pockets of India. If true, this indeed indicates an extremely disturbing trend, which if allowed to continue unchecked can severely undermine sixty years of hard work, which went into achieving self-sufficiency in Indian dairy sector.

demand increasing
With increasing disposable incomes in urban as well as rural areas, there has also been significant shift in the food habits with a bias towards more value-added food products. This has led to higher demand for milk and milk products. At the same time, due to draught and resultant decline in agricultural production, significant demand-supply mismatch was evident during the last year. As a result, food prices have jumped and there has been considerable increase in the prices of almost all major agricultural commodities including fruits and vegetables and even the headline food inflation touched 20% over the last year.

supply/fodder problem This has also resulted in steep price increase of all the cattle-feed ingredients such as; prices of de-oiled rice bran which constitutes 25-35% of cattle-feed have increased from Rs. 3483/MT in 2005-06 to Rs. 6380/MT in 2009-10 (83% increase), prices of molasses which constitutes 10-12% of cattle-feed have increased from Rs. 3546/MT in 2005-06 to Rs. 8448/MT in 2009-10 (138% increase), prices of Rapeseed extraction which constitutes 10-12% of cattle-feed have increased from Rs. 5141/MT in 2005-06 to Rs. 11781/MT in 2009-10 (131% increase), prices of Rice Polish which constitutes 10-12%

of cattle-feed have increased from Rs. 5612/MT in 2005-06 to Rs. 9630/MT in 2009-10 (72% increase), prices of Jowar which constitutes 10-12% of cattle-feed have increased from Rs. 5918/MT in 2005-06 to Rs. 9157/MT in 2009-10 (55% increase). The price rise in these raw materials has been particularly severe in the last year with prices increasing in the range of 25-35%. This has put tremendous cost burden on the milk producers. Further Molasses, which being a by-product of Sugar, has seen significant price increase in recent past. Apart from these high prices, Molasses attracts Excise Duty and VAT at the highest rate. Thus, total tax burden on Molasses is around 30% of its basic cost and there is no special consideration in taxes for Molasses used in manufacture of cattlefeed. Therefore, the average price of cattle-feed charged by our dairy cooperatives has increased from Rs. 6600 per MT in April 2008 to Rs. 10000 per MT in March 2010, an increase of above 50%. However, our dairies are not charging the actual cost of manufacturing cattle-feed and are subsidizing it for the milk producer members. This has put pressure on the viability of cattle-feed plants. It is ironic that at this juncture India is exporting nutrition in large quantity in form of de-oiled cakes, which is rich in crude protein. The escalation in feed cost leads to increase in production cost of milk and contributes to inflation in the consumer prices of milk. Hence, India should discourage export of de-oiled cakes. This will boost availability of nutrition in the country

subsidized imports
On the domestic front however, dairy farmers now face a real squeeze from both the fronts; higher cost of production and threat of subsidised imports flooding our dairy markets. When International prices of milk commodities increased to unprecedented levels during 2007, Government banned exports of these commodities, which has later been revoked while withdrawing the export incentives provided on exports of these commodities, thus effectively closing the door on exports of milk commodities and not providing the dairy farmers an opportunity to reap higher rates. Now in order to contain high inflation of food products in the country, Government has completely removed import duty on 30000 MT milk powder and 15000 MT of Butteroil / Butter with effect from March 2010. This will jeopardise the returns of milk producers of the country while allowing developed nations to dump their excess commodities backed by heavy subsidies.

cattle feed plant, paneer plant.

evidence
Our cooperative system stood by their members on one hand and also tried to be more cautious in keeping the consumers prices of milk and milk products at the barest minimum. Our cooperatives have therefore been successful in enhancing trust amongst its members as well as consumers during such difficult time. We are sure that with these measures and near normal monsoon during the next year, would lead to major increase in milk production as well as procurement

plANS:

Key to long term price stability in milk and dairy products, lies in removing supply-demand imbalance by enhancing rate of growth in milk production to match the rate of growth in demand. As a nation, we need to target 6% to 8% growth in milk production per annum, for the next few years, to achieve this critical goal of controlling inflation in milk on a sustainable long-term basis. The only way that we can achieve this target is by incentivizing and motivating our farmers to invest in enhancing quantum of milk production as well as productivity per animal. We must ensure remunerative price of milk to our farmers, even if this implies further increase in prices of milk and dairy products to our consumers, in the short term. While urban consumer may have to bear the burden of short-term

inflation in milk and milk products, they will benefit immensely through long term price stability in this sector due to accelerated growth in milk production QUICK SERVICE REST. We have also tried our hands at Quick Service Restaurant concept. Amul Caf, spread over an area of 1000 sq.ft and serving recipes like Amul Butter Pavbhaji, Amul Pizzas, Amul Cheese Burgers, Sandwiches, Ice cream Scoops, Sundaes & Milk Shakes has been started in Ahmedabad on pilot basis. The Caf Amul concept will now be extended to Metro markets & Tier I towns in a phased manner. Our success in Retailing can be attributed to the strong equity of Amul brand and also to our committed team of field sales personnel, wholesale distributors and franchisees. We are targeting a milestone of 10,000 Amul parlours by the end of March 2012.

Although we have a commanding 25% share of the organised dairy sector in India, the organised sector itself accounts for less than 20% of total dairy consumption within our country. This implies tremendous potential for growth at the expense of the unorganised sector. One of the key challenges ahead is to enhance the share of the organised sector by further enhancing and streamlining our supply-chain network, effective deployment of technology including information technology and safeguarding interests of our farmers. Focus on improving productivity of our milch animals is essential for further enhancing quality and quantity of milk produced. We can even encourage farmers who are economically better off to create commercial dairy farms in their village, rather than invest their money elsewhere. We plan to focus on expanding category penetration and enlarging consumer base of most of the product categories that we operate in. This will enable us to tap the huge un-touched potential for branded, packaged, value-added dairy products in urban, semi-urban and rural India. In terms of product innovations, we will sharpen our focus on value-added derivatives, moving further up the value chain. We will continue to enhance our range of fresh and fermented products. We have to work simultaneously on the supply side as well as the demand side so that the demand-supply equation can be effectively managed and the dairy cooperative movement can continue to flourish and grow. We will also ensure that our farmers continue to receive remunerative price for their milk and that maximum percentage of consumers rupee flows back to the farmers.
-help other milk cooperatives grow n get milk from them We are already buying milk from dairy cooperatives in Maharashtra, West Bengal, Bihar and other states.

b2b sales big packs export; online marketing amultv

mission 2020

This plan, appropriately titled Mission 2020, envisages that the dairy cooperatives of Gujarat will have a group turnover of Rs. 27000 crores by the year 2020. This will be a threefold increase over our current group turnover of approx. Rs. 9600 crores. With further expansion of cooperative network, increase in number and productivity of milch animals; Milk production in our milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual growth rate of 4%. We will be strengthening our milk procurement infrastructure by installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our village cooperative societies. This will enhance our milk procurement capacity in such a way, that we easily collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the peak flush season. Through expansion of distribution network, creative marketing, consumer education and product innovation, we will leverage effectively on rising income levels and growing affluence among Indian consumers. While expanding markets for our existing products, we will create fresh avenues for growth by tapping the rising demand for new value-added products. Special emphasis will be given to strengthening our presence in the large market for liquid milk, in metropolitan cities. Satellite dairies with combined processing and liquid milk packaging capacity of 50 LKPD will be established in major metro markets. Our objective is to ensure that the maximum share of the consumers rupee goes back to the milk producers. In view of the high demand and procurement projections, we plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by 2020. This would include multifold capacity expansion for major product categories including milk powders, Ice-cream, paneer, cheese, ethnic sweets, curd, ghee and other dairy products. Milk drying capacity will also be enhanced by 200 MTs per day, to process additional milk in the peak season. For increasing milk production, it is vital to provide nutritious feed to milch animals. For this reason, we plan to expand our cattlefeed manufacturing capacity, more than four times to 12000 MTs per day, by 2020. At current prices, total investments envisaged for creating all the required infrastructure would be Rs. 2600 crores (Rs. 26 billion) till the year 2020.