Production Process of Milk
The Amul Model
Consumer Based Products Segmentation
Reasons for Success
Facts and Figures
The brand name Amul means “AMULYA”.
This word derived form the Sanskrit word “AMULYA”
which means “PRICELESS”.
Amul products have been in use in millions of homes
Founder Of The Amul Company
Dr. Verghese Kurien was the founder of the Amul
He was the Chairman of the GCMMF (Gujarat Co-
operative Milk Marketing Federation Ltd), an apex
cooperative organization, based in the Anand town of
Formed in1946, is dairy co-operative movement in India.
A brand name managed by Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF)
Amul spurred India's White Revolution, which made the
country the world's largest producer of milk and milk
White Revolution (1966):
Verghese Kurien’s Amul
experiment in Gujarat soon
blossomed into the much
Flood, spread over 23
states, 170 districts and
90,000 village cooperatives.
It changed India from an
importer to the world's
largest milk producer and
“The Taste of India”
Utterly, Butterly, Delicious…..Amul
The Amul moppet has been the mascot
of Amul since 1967, sporting a young girl in red polka dot frock
with 'utterly butterly delicious’ jingle.
AMUL is well known for its innovative hoardings.
Some of the Amul Hits are:
Tension between the two
Khans of Bollywood- March
Terrorists attack the Sri-
Lankan cricketers in Lahore
Amul "Utterly Delicious" Parlours
Amul has recently entered into direct retailing through
"Amul Utterly Delicious” parlours.
Amul to launch bottled water Narmada Neer
Brand Amul is all set to enter the bottled water segment.
The company will process the water at its Vadodara
Earlier, Amul did market a bottled water
Jaldhara, produced by the National Dairy Development
Board, almost a decade ago.
What more can Amul do?
Amul can venture out on new products like Toned
milk, Condensed milk that can be used for sweets, Baby
There are certain products like Amul basundi, gulab
jamoon, chocolates etc. which are not as popular as Amul
Though Amul’s hoardings are a huge success, it can
penetrate even better in the rural areas by advertising
through the media.