History

• Establish in 1946 by Kaira District Cooperative Milk Producers' Union Limited (known as Amul)

• "Amul," from the Sanskrit "Amoolya,“• Anand Milk Union Limited. • Two village cooperatives and 250 ltrs of MPD.• 1948, 400 farmers joined increased 5,000 ltrs.• White Revolution of India

Continue… • Convert surplus milk into milk powder and butter.• Setting Up of Gujarat Cooperative Milk Marketing

Federation (GCMMF)• Objective-• Sustained growth• Effective management

• Umbrella branding strategy• Tagline “The Taste Of India”• 1967, Mascot- “Amul baby”• Amul has entered overseas markets.

Food Brand And Business In India

World's Largest

Pouched Milk

Brand

World's Biggest

Vegetarian

Cheese Brand

Largest

Business Model Pasteurisation

• Every day Amul collects 7 million litres of milk from 2.6 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods to over 500,000 retail outlets across the country.

Amul Business Strategy

• Developing demand Limited purchasing power, modest consumption levels A low-cost price strategy products

The distribution network dry and cold warehouses cash transactions throughout the supply chain JIT improves dealers' return on investment (ROI)

Umbrella brand common brand for most product categories Alum's sub-brands , edible oil products - Dhara, mineral water - Jal Dhara brand while fruit drinks - Safal

Third party service providers core is milk processing , production of dairy productslogistics of milk collection, distribution of dairy products, sale of products through dealers and retail stores

•Achievements of the Dairy Cooperatives in India till 2003-04 Reach Milk production Marketing Innovation Macro Impact

Achievements of Operation Flood, 1970–2002

•AMUL A DAIRY CO-OPERATIVE•It began with two village cooperatives and 250 liters of milk per day•GCMMF is largest food company in INDIA•EMPOWERMENT

SocialEconomicPolitical

An Excuse to Expand

Bombay Milk Scheme could not absorb the extra milk produced by the “KAIRA UNION” in winter.

The production was 2.5 times more in Winter than in Summer.

No Assured Market, Sell to Mid-man again, Etc Need for Change (Innovation required) Butter and milk powder was the only way to save

the day!!!

The Growth Phase

Rs.5 million plant for milk powder and butter in 1955, expanded in 1958(sweetened condensed milk).

In 1960, Amul started producing 2500 tons of roller-dried baby food and 600 tons of cheese per year.

Role of “Central Food Technological Research Institute” (CFTRI), Mysore. For the 1st time in the world Cheese or baby food was made by buffalo

milk on a large scale. A project for balanced cattle feed (OXCAM) Freedom from Hunger. Milk powder for additional req. of defence(40-20)(1963-65). The Mogar Complex Story

Amul going international….

• Tie up with Walmart to sell dairy products..• Tie up with Glaxo to sell baby food..• Nepal, pakistan, Bangladesh..50,000 tonnes..• Deserts in Malasia and Singapore..

BREADBUTTER

Amul Butter

• From 1948….• Made from fresh cream by modern butter

making machines….• Made from Butter, salt & natural colour….• Meets AGMARK standards..• 86% Market Share..• Number 1 position in market….

Amul Lite

• Market Share..80% and 1st Position….• Low-fat, low- calorie, low- cholesterol..• Certified by AGMARK..• Help to maintain slip-trim shape..• Vitamin A & D….for vision & healthy skin..

Delicious Table Margarine

• Butter-substitute….• Prepared from vegetable oil and fats..• Zero cholesterol..good for cardiac patients..• Untouched by hands in production process..• Shelf life..6 months..

MILKDRINK

Amul Kool Millk Shaake

• Entry in beverage market….• 4 flavors..banana, mango, Strawberry,

Badam..• Healthy option against soft drinks..• Targeted mainly youth and teenagers..• Available through the year..• Value for money..

Amul kool

• Flavored milk..• Kesar, Elaichi, Rose, Mango and Stawbery…..• Substitute for coke and pepsi..

Amul Kool Cafe

• Coffee..• Prepared by Toned Milk, Sugar & Coffee.• Targeted to 'Generation X‘….a healthy

beverage which is tasty, trendy, and nutritious

Amul Masti Spiced Buttermilk

• The Best Thirst satisfy Drink which is Free of Colour, Preservatives, Acids and Sucrose Sugar (unlike Cola drinks)..

• It contains Milk Solids, Common Salt, Spices and Condiments..

• 180 days shelf life

PowderMILK

Amul Spray Infant Milk Food• Made from partially skimmed milk, sugar,

minerals and vitamins..• Product formulated on guidelines set by

Codex Commission of WHO/FAO...• Marketed in India since last 25 years..• Vitamins..A, D, K B group, C• 65% Market Share & 1st position….

Amul Instant Full Cream Milk Powder

• 80% Market Share…no. 1 position….• Is made from Toned Milk, Vitamins A,D..• The product is creamy white in colour..• Marketed in India since last 3 decades..

Sagar Tea Coffee Whitener

• Made from Milk Solids, Sugar & Hydrogenated Vegetable Oils..

• for making rich and tasteful tea and coffee..• health conscious..• a high value for money..• 40% Market Share….• Number 1 position….

FRESHMILK

Amul Fresh Milk

• most hygienic liquid milk available in the market..

• pouch-packed to make it conveniently available to consumers..

• meets the PFA standards for the respective type of milk..

Amul buttermilk

• Produced in very hygienic and clean atmosphere..

• "Chhas" (Gujarat & MP), "Mattha" (UP & Delhi), "Tak" (Maharashtra), "Ghol" (Bengal)..

• for better digestion..

Amul Taaza Double Toned Milk

DERSRTS

Ice Creams

• Market leader with 38% market share, HLL has 9%market share and Vadilal and Mother Dairy 7% market share each..

Amul Shrikhand

• Number 1 position in the market….• 50% Market share….

Cheese

Amul Pizza Mozzarella Cheese

• Number 1 position in this segment..• 100% Market share….• No competition….• Pizza cheese...makes great tasting pizzas….!

Amul Pasteurized Processed Cheese

• 100% Vegetarian Cheese made from microbial rennet….

• Number 1 position in this segment..• 50% market share….

Amul Unsuccessful products

JALDHARA

10 years back, Amul took a shot at bottled water through jaldhara.

However venture failed owing to less demand for packaged water in market.

The product was abandoned.

NUTRAMULMarket share 15% and Market position 4th

• Nutramul lost out on its consumer base due to other dynamic players such as

• Boost, • Complan, • Horlicks and • Bournvita. • Its earlier position as a strength and energy

provider was usurped by Boost.

Amul Chocolate

• Amul Chocolate• Market share 10% • Market position 3rd

• Cadbary• Market share 70%• Market position 1st