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We have traversed a path few have dared to. We are continuing on a path still fewer have the courage to follow. We must pursue a path that even fewer can dream to pursue. Yet we must, because we hold in trust the aims and aspirations of millions of our countrymen. I am confident . as I know you are . that with the nation.s dairy farmers by our side we cannot fail! Let us therefore resolve that however fulfilling our first twenty-five years have been, in the next twenty-five years we will transform the lives of millions more, opening for them the door to an India that is the land of
Network of local village level & district level cooperatives formed on ANAND Pattern. KDCMP Union became better known by brand name AMUL. 1954- Union built a plant to convert surplus milk into Milk Powder & Butter.
Subsequent years saw addition of more plants to produce different products. 1973- Marketing Agency GCMMF was set up to market their products.
Increasing their product line they launch branded yoghurt which is the first of its kind in Indian markets getting the first mover advantage marketed as Masti Dahi. 2000 GCMMF renters the carton milk markets by launching Amul Taaza with the product differentiation being low fat and non sweetened milk.
Enter the ready to eat segment that is growing at a very healthy rate.
Analysts felt that the supply of cheese by GCMMF at a cheaper price would enable retailers to price their lower than their competitors. Pizzas to become a mass consuming item. This will force pizza manufacturers to slash their prices. Eventually this will expand the market for cheese.
Competition
Liquid milk private dairies and contractors
Festival season
Butter and cheese Britannia, products like cheddar cheese slices Sweet market numerous small local producers, Hindustan lever Ltd., Nestle readymade sweets (Gulab jamun)
Contd..,
Ice cream Kwality and walls(HUL) has 45% market share, GCMMF - 30%, powerful regional player - Vadilal Ice Creams in Western India
Contd.,
Sponsored Television Programs as well. Surabhi & Amul India Show being the popular ones to name. Sponsored TWO feature films Manthan & Sardar.