2. Founder of AMUL
• Dr Varghese Kurien, the Chairman of the
GCMF (Gujarat Co-operative milk, an apex
cooperative organization, based in the in
Anand town of Gujarat, India
• AMUL means "priceless" in Sanskrit
• Amul products have been in use in millions of
homes since 1946.
3. History of amul• 1. AMUL – Taste of India World's Biggest
Vegetarian Cheese Brand World’s Largest
Pouched Milk Brand .
• Amul Business Strategy Developing demand
Limited purchasing power, modest
consumption levels A low-cost price strategy
products
4. SWOT
Strong dependency on weak
infrastructure & completely
dependent on villages for its raw
materials Risks of highly complex
supply chain system Short self life
of its Product Alliance with third
parties who do not belong to the
organized sector
Largest food brand in India & Asia
High Quality, Low Price Introduced
TQM World's Largest Pouched
Milk Brand.
strength
weakness
5. Penetrate international markets Diversify
product portfolio to enter new product
categories and expand existing categories like
processed foods, chocolates etc. Use internet to
sell its products
Competitors - Hindustan Lever, Nestle, Britannia
and local players Stiff competition from MNCs in
butter Growing price of milk and milk products
Ban on export of milk powder The yield of India
cattle still much lower than other dairy countries.
Threats
opportunities
