Amul The Taste of India

Group 8 Group Members

History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a

dairy cooperative movement in India.

It is managed by Gujarat Co-operative Milk Marketing

Federation Ltd. (GCMMF).

AMUL is based in Anand, Gujarat and has been a

sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development.

Amul has spurred the White Revolution of India. It is

also the world's biggest vegetarian cheese brand.

Strategies
Quality

Value for money Success!! Availability

Service

GCMMF Over View

GCMMF: Gujarat Cooperative Milk Marketing Federation GCMMF is India's largest food products marketing

organization. It is a state level apex body of milk cooperatives in Gujarat 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.

Every day Amul collects 447,000 litres of milk from 2.12 million

farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods worth Rs 6 crore (Rs 60 million) to over 500,000 retail outlets across the country.

Facts
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 200809): Milk collection (Daily Average 2008-09): Milk Drying Capacity: 13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million liters per day 3.05 billion liters 8.4 million liters 626 Mts. per day

Cattle feed manufacturing Capacity:

3500 Mts. per day

Uniqueness

Amul never forgot its primary customer - Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate) Product for youth - Amul launched Chocolate milk under brand name of Amul Kool Koko targeting the youth

Product for diabetic people - Indias First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics

Product for every one

Product for the health

conscious
-

Amul Launched low fat, low cholesterol bread spreads

Product for the price

affordable sagar whitener

sensitive India - Low Priced Amul Ice Creams and

Product for the urban class - Amul launched emmental, gouda and pizza mozzarella cheese

Growth
Category Butter, Ghee Milk Powder Cheese Market Share 85% 40% 50% Market Position 1 1 1

Ice-cream
Sweets Chocolate Drink Chocolate

24.75%
50% 90% 10%

2
1 1 3

What more can Amul do?

To improve further Amul can try out the following ideas: I) Amul can venture out on new products like Toned milk, Condensed milk that can be used for sweets, Baby food products, II) There are certain product like Amul basundi, gulab jamoon, chocolates etc which are not as popular as Amul ice cream. Amul must try to understand the cause of this through thorough market research and work on improving these products

III) Though Amuls hoardings are a huge success, it can penetrate even better in the rural areas by advertising through the media viz. cable channels and newspapers. Sponsoring shows in TV, sports events can be of great help.

Thank You !!