1. The Taste of India
Amul to pump in Rs
5,000 crore in next
three years

2. NEWS

3. COMPANY PROFILE
Name AMUL
Revenue US$3.1 billion (2013–14)
Founded 1946
Type Cooperative
Industry Dairy/FMCG
Headquarters Anand (Gujrat)
Founder Dr. Verghese Kurien
Area served India (51 plants)
Products Milk Products
Website www.amul.com

4. INTRODUCTION
 Amul – Anand Milk Udyog Limited.
 AMUL (Derived from sanskrit word “Amulya”
which means “Priceless”)
 Today it is no.1 dairy in Asia and no.15th in world.
(No. 1 is Dairy Farmers Of America)
 Dr. Verghese Kurien, the former chairman of
GCMMF- the man behind success of Amul.
Key people:
• MD - R.S Sodhi
• CFO – Rakesh Shukla

5. Why they will invest?
For new setups
For Upgradation
For the expansion of turnover
For the expansion of revenue
For the expansion of export.

6. Business Model Of Amul
Milk producer Village Dairy cooperative
District milk cooperative GCMMF
Finally to the comsumer.

7. Target Markets and customers
Kids
Youth
Women
Calorie Conscious
Health Conscious
Amul kool, Chocolates, Milk,
Nutramul energy drink, Ice-
cream
AMUL CALCI+
Utterly delicious pizza
cheese spread, Amul butter,
etc
Amul lite, Amul lite slim
& trim Milk powder etc.
Nutramul, Amul shakti
health food drink.

8. Export Products
Amul UHT Milk (Long Life)
Amul Gold Extra Cream Milk
Amul Taaza Full Cream Milk
Amul Slim and Trim Milk
Amul Pure Ghee
Amul Mithaee Gulabjamun
Nutramul Brown Beverage
Amul Fresh Cream

9. Contd...
 Amulspray
 Amul Butter
 Amul Shrikhand
 Amul Cheese
 Amul Malai Paneer
 Amul Ice CreamAmul Kool Beverages
– Flavoured Milk
– Butter Milk
– Lassee
Countries- USA,Quatar Behrain,Afghanistan, Nepal, Bangladesh,
Sri Lanka, Australia,Malasiya,Hong Kong etc.

10. Sales turnover of Amul in US$
million (1994-2012)
200
1800
2200
2000
1600
1400
1200
1000
800
600
400
Sales Turnover Of Amul

11. Competitors Of Amul
 Butter
Britannia, Nestle
 Cheese
Britannia
 Baby Food
Nestle, Heinz
 Dairy Whitener
Britannia, Nestle
 Ice-cream
HUL, Mother-dairy
 Chocolates & Confectionaries

12. Cont...
Cadbury, Nestle
 Curd
Nestle, Mother-dairy
 Sweet Condensed Milk
Nestle
 Paneer
Britannia
 Flavored Milk
Britannia, Nestle

13. MARKET SIZE
Category,Market
Share,Market Position
BUTTER-85%,1
MILK POWDER-40%,1
CHEESE-50%,1
ICE-CREAM-24.75% (HUL 28.22%),2
SWEET-50%,1
CHOCOLATE DRINK-90%,1
CHOCOLATE-10% (Cadbury 70%),3

14. Top 10 Dairy Companies In India
 AMUL (GUJRAT)
 MOTHER DAIRY (DELHI)
 KARNATAKA CO-OPERATIVE MILK FEDERATION
(KARNATAKA)
 KWALITY LIMITED (NEW DELHI)
 AAVIN (TAMIL NADU)
 MILMA (THIRUVANANTHAPURAM)
 OMFED (ORISSA)
 DUDHSAGAR DIARY (GUJRAT)
 AP DAIRY (ANDHRA PRADESH)
 DYNAMIX DAIRY (MAHARASHTRA)

15. Promotion Strategy Of Amul
 Amul India has never spent more than 1% of its budget
on advertising and promotion.
 A cute girl usually dressed in a polka dot dress is
generally appear in the adds.
 The ads by Amul is designed as a series of hoardings
with designs relating to day-to-day issues.
 Amul has sponsor many television shows for its
promotion of product like, Amul-Star voice of India,
Amul- Masterchef, etc.

16. Advertisements

17. SOURCES
 http://en.wikipedia.org/wiki/Amul
 http://www.amul.com/
 http://indiamicrofinance.com/indian-dairy-industry-report-2014-
pdf.html
 http://economictimes.indiatimes.com/industry/cons-
products/food/amul-to-pump-in-rs-5000-crore-in-next-three-
years/articleshow/46301125.cms
 http://www.thehindubusinessline.com/companies/amul-to-pump-in-
rs-5000-cr-in-next-3-years/article6913177.ece
 http://timesofindia.indiatimes.com/business/india-business/Amul-to-
pump-in-Rs-5000-crore-in-next-3-years/articleshow/46301150.cms
 https://www.google.co.in/search?q=market+share+of+dairy+compan
ies&biw=1366&bih=662&tbm=isch&imgil=FX2zp_qlY4g