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amul in rural india
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amul in rural india



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  • 1.
    • The Kaira District Co-operative Milk Producers Union Limited, popularly known as Amul Dairy is a US $ 500 million turnover institution
    • It is a institution built up with a network of over 10000 Village Co-operative Societies and 500,000 plus members
    • Managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India
  • 2.
    • Amul is the largest food brand in India with an annual turnover of US $1068 million (2007-08)
    • Currently Amul has 3.11 million producer members with milk collection average of 6.04 million litres/day.
    • Amul is the largest producer of milk and milk products in the world.
    Amul 2007-08 1068 850 2005-06 672 2004-05 616 2003-04 575 2002-03 500 2001-02 500 2000-01 493 1999-00 493 1998-99 455 1997-98 450 1996-97 400 1995-96 355 1994-95 US $ (million) Sales Turnover
  • 3. Amul’s products range includes milk powders , milk, butter , ghee, cheese , curd , chocolate , ice cream , cream , shrikhand, paneer , gulab jamuns , basundi, Nutramul brand and others.
  • 4. Product Range Brand Name
    • Liquid Milk (nine varieties)
    • Milk Powders (five varieties)
    • Butter
    • Ghee (two varieties)
    • Bread Spread
    • Cheese (three varieties)
    • Cocoa Products (two varieties)
    • Sweets (three varieties)
    • Ice Cream (several varieties)
    • Condensed Milk
    • Edible Oil (nine varieties)
    • Mineral Water
    • Fruit Drinks
    • Panel E: Number of Brands
    • Liquid Milk: AMUL, SAGAR
    • Milk Powders: Amulspray,
    • AMUL, SAGAR, Amulspree,
    • Amulya
    • Cocoa Products: AMUL,
    • Nutramul
    • Edible Oils: Dhara, Lokdhara
    • Mineral Water: Jal Dhara
    • Fruit Drinks: Safal
  • 5. Collection Chain Supply Chain Weighing the milk Determination of fat content Calculation of the purchase price
      • Storing the milk
    Processing the milk
      • Distributing the milk
    Amul Strategy
  • 6.
    • AMUL introduced an electronic automatic milk collection system in 691 milk collection centres ,
    • The system weighs the milk and measures its fat content at the time of delivery to the centre.
    • This system reduced time required for collecting the milk.
    • It enabled immediate payments to the farmer
    AMUL WORKING TO COLLECT MILK electronic weighing scale MILK-O-TESTER
  • 8. Farmers Village Cooperative Societies (with Chilling Units) Village Cooperative Societies (without Chilling Units) Local Restaurants/Other Milk related businesses Milk Sold to Village & Local Residents Milk Processing Union & Warehouses Warehouses Wholesalers/C&S Retailers Home Delivery Contractors CONSUMERS Network Services * Veterinary Services * Animal Husbandry * Animal Feed Factory * Milk Can Producers * Agriculture University * Rural Mgmt Institute * Trucking Facilities Chilling Plants CONSUMERS AMUL SUPPLY CHAIN
  • 9. . Members: 2 district milk producing units Number of Producer Members: 2.5 million Number of Village Societies: 11,962 Total Milk Handling Capacity: 9.91 million litres per day Total Milk Collection: 2.28 billion litres Daily Average Milk Collection 6.3 million litres Milk Drying Capacity: 511 metric tons per day Cattle feed Manufacturing Capacity 2340 metric tons per day Sales Turnover: US $868 million AMUL INFRASTRUCTURE IN RURAL INDIA
  • 10. Amul Marketing in Rural Sector in India
    • Advertisements on Aakashwani
    • Advertisements on Aakashwani
    • Hoardings
    • Posters
    • Insurance against natural calamities
    • Establish telecenters and enhance technology in villages
    • To charge for each service provided to the supplier
    • To purchase all milk that member farmers produced
    • To sell liquid milk at affordable prices so as to serve a large number of consumers
    • To develop and deliver services that will improve lives of people in the network
    • To hire professional managers, to run the federation and unions, whose values
    • included upliftment of rural poor.
  • 12. CONCEPT Behind Rural Retailing
    • Inspiring Leadership and Consuming Values
    • • Building Networks
    • • Coordination for Competitiveness
    • • Technology for Effectiveness
    The Management Paradigm: “Anand Pattern ”
  • 13. WHY AMUL IS ? Physique : Taste, Quality Personality : Simple, Indian Self-Image : Proud Indian, Fun loving Reflection : Value Oriented Culture : Co-operative , Sharing Relationship : Sociable