Amul is a dairy cooperative established in 1946 in Anand, Gujarat. It processes over 150 chilling centers and has a turnover of over 52 billion rupees. Amul butter dominates the Indian butter market with 86% market share and is available in over 500,000 retail outlets nationwide. Amul butter is made from fresh cream using modern machines and meets all Indian standards. It has reached the maturity stage of its product lifecycle with strong brand awareness. Amul protects its dominance through competitive pricing while facing competition from Britannia and Nestle in select markets.

1. AMUL BUTTER

2. ABOUT THE COMPANY
´ AMUL- Anand Milk Union Limited formed
in 1946 is a dairy co-operative
movement.
´ Based in Anand, Gujarat & has been a
sterling example of a co-operative
organization·s success in the long term.
´ Amul has spurred the white revolution of
India.
´ The turn over of Amul in 2007-08 was
Rs.52.55 billion.

3. HISTORY OF THE COMPANY
´ The first milk Union milk was established in 1946 with
250 liters of milk.
´ Amul was established in 1955, in the year 1946 the
union was known as Kaira district co-operative milk
producers union. This union selected the name Amul.
´ The word Amul is derived from a Sanskrit word
´AMULYAµ which means priceless.
´ Shri Pandit Jawaharlal Nehru, the then prime minister
of India declared it open at Amul dairy on Nov20th,
1955.
´ Amul has more than 150 chilling centers in various
villages.

4. DIFFERENT PRODUCTS HANDLED BY
AMUL
BREAD SPREADS
Amul Butter Delicious Table Margarine
Amul Lite

5. MILK, DRINKS, CHEESE,
DESSERTS, MILK POWDER ETC

6. MARKET ANALYSIS & TYPE
OF INDUSTRY
´ Market share of Amul butter is around
86%
´ Market presence ² available in over
500,000 retail outlets across India.
´ Amul butter is made from- butter,
common salt, permitted natural color
(annatto)
´ Amul comes under FMCG sector.

7. PRODUCT ANALYSIS
´ Product Specification- Meets AGMARK
standards and BIS specifications.
No.IS:13690:1992.
´ Product personality- It is a unisex product.
´ USP- is its taste. Amul butter is made from
fresh cream by modern continuous butter
making machines (pure vegetarian)

8. PRODUCT LIFE CYCLE STAGE
´ Amul butter is in its Maturity stage , as it is the
most profitable stage and definitely Amul
butter is making huge profits as it dominates
the market with an overall share of 86%.
´ The sale is definitely increasing but at a slower
pace, has a very strong Brand awareness and
advertising expenditure thus reduced.

9. COMPETITORS ANALYSIS

10. AMUL & ITS COMPETITION REPORT-
Amul-plans to protect near dominance
in low margin market with price.
Britannia- focusing on just top 30
cities
Nestle- an outsourced product to
complete dairy range.

11. THANK YOU