Company History Staggering Numbers Rationale of the partnership Execution of partnership Factors that contributed success of partnership Sustainability Triple Bottom Line Business, Society and Governance

1. Submitted By:
PGPIM’17- 05,13,18, 34, 37, 44

2. Contents
• Company History
• Staggering Numbers
• Rationale of the partnership
• Execution of partnership
• Factors that contributed success of
partnership
• Sustainability

3. History of Amul
• 1945- Farmers against the monopolistic practices
of the Polson Dairy
• 1946- Anand milk Union Limited took birth under
Morarji Desai and Tribhuvandas Patel
• 1949- Joined by Dr. Verghese Kurein
• Three tier model of milk collection:
• Village Level: Dairy cooperative Society
• District level: Milk processing plant
• State level: Milk distribution and marketing
• 1965- National Dairy Development Board formed
• 1970- Operation flood launched
• 1973- Gujrat Cooperative Milk Marketing
Federation (GCMMF) was setup

4. Staggering Numbers
• GCMMF collects approximately 12
million liters of milk from 15,712 village
with 3.6 million milk producers daily
• 47 offices and 10 lakh retailers across
India
• 50 products; 96,000 integrated dairy
co-operatives and ATM (Any time milk)
machines
• Presence in 40 countries
• Longest running advertisement
campaign-”The Amul Baby” running
since 1966; A Guinness world Record

5. Rationale of partnership
• Establishment of a direct linkage between milk producers
and consumers by eliminating middlemen.
• Milk Producers (farmers) control procurement, processing
and marketing
• National Dairy Development Board was set up with the
basic objective of replicating the Amul model.
• The Anand pattern experiment at Amul, a single,
cooperative dairy, was the engine behind the success of
Operation flood.
• Operation Flood's objectives:
• Increase milk production ("a flood of milk")
• Augment rural incomes
• Fair prices for consumers

6. Execution of the partnership

7. Key to Success
Distinctive features behind the success of
'Operation Flood':
•Adopting new methods in the case of cattle in
animal husbandry
•Changing the composition of feed ingredients in
different proportions
•Fixing of different producer costs on a sliding
scale

8. Triple Bottom line