Amul is an Indian dairy cooperative society, based at Anand in the state of Gujarat. In 1970, it spearheaded the White Revolution of India.

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CASE STUDYON AMUL

2.  Amul is an Indian dairy cooperative society, based at Anand in the state of Gujarat.
Formed in 1946, it is a cooperative brand managed by a cooperative body, the Gujarat
Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned
by 3.6 million milk producers in Gujarat.
 Amul spurred India's White Revolution, which made the country the world's largest
producer of milk and milk products.
 Amul was spearheaded by Triuvandas Patel under the guidance of Sardar Vallabhbhai
Patel. As a result, Kaira District Milk Union Limited was born in 1946.

3. Amul'sFirstMilkPlantinAnand

4.  Amul enlisted on 14 December 1946 as a reaction to the abuse of minimal milk producers by
brokers or operators of the main existing dairy, the Polson dairy, in the small city
separations to convey milk, frequently turned sour in summer, to Polson. The costs of milk
were discretionarily decided. The administration had given restraining infrastructure
rights to Polson to gather milk from Kaira and supply it to Bombay city.
 By June 1948, the Kaira District Co-Operative Milk Producers Union Ltd had started
pasteurizing milk for the ‘Bombay Milk Scheme’. In 1973, Amul celebrated its 25th
Anniversary under the leadership of Tribhuvandas Patel, Morarji Desai, Maniben Patel,
and Verghese Kurien.
 Dr. Verghese Kurien managed the cooperative with H.M. Dalaya. Dalaya’s development of
making skim milk powder from buffalo milk and making it on a business scale led to the
first modern dairy of the cooperative at Anand. Afterward, five unions in other districts
Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were set up.
 Amul was awarded as the “Best of all” Rajiv Gandhi National Quality Award. Technological
improvements at Amul have spread to different parts of India.
 On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul’s chocolate plant
in Mogar, Gujarat.

5. THEAMULPLANTATANAND,GUJARATSHOWINGTHEMILK
SILOS

6.  Amul has entered overseas markets such Mauritius, UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong & a few South African Countries.
 Its bid to enter Japanese market in 1994 but had not succeeded, but now it
has fresh plans of flooding the Japanese market.
 Amul is the biggest exporter of dairy items in the nation and it is accessible in
more than 40 nations. The real markets are the US, West Indies, nations in
Africa, the Gulf locale, Singapore, the Philippines, Thailand, Japan, and
China.
 B M Vyas, Managing Director, GCMMF stated, “We have demonstrated that
if a level-playing field is provided, Indian dairy products are successful in the
global market. Growth in consumer pack exports has been credible and we
have consolidated our exports.”
ANAND MILK UNION LIMITED (AMUL)

7.  “We the motivated and dedicated workforce at amul are
committed to produce wholesome and safe foods of excellent
quality to remain market leader through development of quality
management system, state of art technology, innovation and eco-
friendly operations to achieve delightment of customers and milk
producers”.
 Our Mission is to manufacture world class products of outstanding
qualities, providing related services and solutions to our client
while utilizing latest technologies, highest business standard, work
ethics Corporate Governance so we can make every customer
SMILE.

8.  Amul enables dairy farmers to dispose of their milk which might
otherwise be difficult, especially in times when milk is plentiful. It
produces butter and spreads, cheeses, sweets, milk, ghee, milk
powder, condensed milk, ice cream, chocolate, lassees and other
milk based drinks. Amul have recently opened ‘utterly delicious’
parlor's serving drinks and ice creams, a further outlet for their
product.
 Amul has a vision to provide more and more satisfaction to the
farmers, employees and distributors.

9.  “Amul spurred India’s White Revolution, which made the country the world’s largest
producer of milk and milk products and became the largest food brand in India.”
 “Full form of Amul Name is Anand Milk Unions Limited. its also associated with the
Sanskrit Word “Amoolya”
 “Amul owns 85 percent share in butter market. 65 to 66 share in Cheese with
Market Leader. It also has 88% market share in butter,63% share in infant milk and
45% market share in dairy whitener.”
 “Amul already launched Indian Desi Cow Milk(A2 milk) which boost the Mind
power and its also Planning to launch Camel Milk First time in India.”
 “The Amul model has helped India to emerge as the largest milk producer in the
world. More than 15 million milk producers pour their milk in 1,44,500 dairy
cooperative societies across the country.”
 “daCunha designed a campaign which is popular and a series of hoardings on day-
to-day issues. It earned a Guinness world record for the longest-running ad
campaign in the world.”

11. Village Level
200 Members
Committee of 8-9 members
District Level
Board of Directors 12
900 Members (approx.)
State Federation
Members are chairpersons of district level Co.
Operative & Ex – official members.
Representative from NDDB
Registrar of Co-Operative of the state
3 TIRE STRUCTURE

13. Robust
Supply Chain
Low Cost
Strategy
Diverse
Product Mix
Strong
Distribution
Network
Technology and
E - initiatives

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 https://www.slideshare.net/VishalKumarSinha5/edit_mypersonalinfo
 http://www.amuldairy.com/
 https://www.marketing91.com/marketing-strategy-amul/
 https://www.indiastudychannel.com/resources/157161-Various-categories-of-
products-from-Amul.aspx
 https://www.tutorialspoint.com/consumer_behavior/consumer_behavior_market_segmen
tation.htm