Amul was founded in 1946 in Anand, Gujarat as a cooperative effort to end exploitation of farmers by middlemen. It procures over 14.85 million liters of milk per day and has over 3.37 million milk producer members across Gujarat. Led initially by Sardar Vallabhbhai Patel and later Dr. Verghese Kurien, Amul provides remunerative prices to farmers and high quality, good value products to consumers. It is India's largest food brand and aims to grow its annual turnover to over 50,000 crores by 2020.

3. Amul –A cooperative
Gujarat Cooperative Milk Marketing Federation Limited is India's largest food product
marketing organization .
Its daily milk procurement is approximately 14.85 million lit per day from 18,536 village milk
cooperative societies, 17 member unions covering 31 districts, and 3.37 million milk producer
members.
It is the apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL‘.
Aims to provide remunerative returns to the farmers and also serve interest of consumers by
providing quality products which are good value for money.

4. Birth Of Amul
Founded in 1946 to stop the exploitation by middlemen.
 Inspired by the freedom movement
 The seeds were sown more than 65 years back in Anand, a small town in the state of Gujarat in
western India. Angered by unfair and manipulative practices followed by the trade, the farmers of
the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised
them to form their own co-operative, which would have procurement, processing and marketing under
their control.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village
dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy.
 Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the
founder Chairman and the committed professionalism of Dr. Verghese Kurien ,who was entrusted the
task of running the dairy from 1950.
The, then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should become
the basis of a National Dairy Development policy.

5. People Behind Amul
Dr. Verghese Kurien Sardar Vallabh Bhai Patel Tribhuwan Das Patel

6. Inception And History

7. MANAGEMENT
Shri Jethabhai Patel
Chairmen GCMMF
R.S Sodhi
M.D GCMMF
Chief General manager (GCMMF) – K.M Jhala

9. MILK
BREAD SPREADS
CHEESE
UHT MILK
BEVERAGES RANGE AMUL PRO
ICE CREAM
PANEER
DAHI
GHEE
MILK POWDER
MITHAI MATECHOCOLATE
MITHAI
FRESH CREAM
BUTTER MILK
CATTLE FEED
BRANDS

10. COMPETITORS
PRODUCTS COMPETITORS
Butter BRITANNIA, NESTLE
CHEESE BRITANNIA
BABY FOOD NESTLE , HEINZ
ICE CREAM HUL
CHOCOLATES & CONFECTIONARIES NESTLE , CADBURY
CURD NETLE , MOTHER DAIRY
ULTRA HIGH TREATED MILK BRITANNIA, NESTLE
SWEETENED CONDENSED MILK NESTLE
PANEER BRITANNIA
MILK ADDITIVES CADBURY,SMITHKLINE BEECHAM
FLAVORED MILK BRITANNIA, NESTLE
Dairy whitener segment BRITANNIA, NESTLE

11. PRESENCE IN INDIA
• Head Office
• Zonal Office
• Branch Office

14. Markets Reach
U.S.A
Qatar
Kenya
Kuwait
Bahrain
U.A.E
Singapore
Malaysia
Brunie
Philippines
Myanmar
Afghanistan
Srilanka
Australia
Newzealand
Hongkong
Thailand
Japan
Bangladesh
Nepal
China

15. - Variety and Sub Variety in
Product Line.
- Being a cooperative entity it
holds a positive image .
- Rapid Growth in Past 5 years. -
Strong Supply chain
- Chocolates
- Export opportunities.
- From Ice Cream Giants like
Kwality walls, London dairy, ice
cream, Vadilal Cream.
- Impending threats of foreign
players of mass milk exporters
of newzealand, Australia if
allowed in India without tariff
bariers .
S W O T
STRENGTH WEAKNESS
OPPORTUNITY
THREAT

16. Extent of Variety
 BREAD SPREADS – 5 variants
 Cheese – 6 variants
 Beverage – 12 Variants
 Ice Cream – 4 Variants
 Milk- 6 variants
 Dahi – 4 variants
 Ghee- 4 variants
 Milk powder 4 variants
 Chocolate- 5 variants
This vast sub varieties in brands of Amul is its identity and Unique character.

17. CORPORATE SOCIAL RESPONSIBILITY
 Tribhuvandas Foundation is an Integrated Rural Health & Development Programme of
Amul .
 Amul extended its expertise in implementation of the Swarnjayanti Gram Swarozgar
Yojana (SGSY) of The Government of India (Ministry of Rural Development) on their
Special Project on “Improving Socio-economic Conditions of BPL Families of Kheda
District through Animal Husbandry and Dairying” – DAIRYING AS A TOOL FOR POVERTY
ALLEVIATION.
 Amul Scholarships: To encourage outstanding children of farmers in pursuing higher
studies Amul introduced scholarship schemes in 1992. The children are given
scholarships for pursing Diploma, Graduation, Post-Graduation and Doctorate.
 Rural Sanitation Campaign

18. SALES TURNOVER

19. Awards
- Bronze trophy at Indian Marketing Awards For a Whats app Based Campaign.
- Finalist in World innovation Awards 2014.
-
- Winner of APEDA(Agricultural and Processed Food Products Export Development
Authority ) Awards for 16 years .
- World Dairy Innovation Awards-2014 of Best Marketing Campaign for its “Eat Milk
with Every Meal” campaign.

20. Mission
Based on estimated growth in market demand for Amul products and future marketing
efforts, Federation anticipate at least 20% CAGR growth in it’s business during the next five
years, implying that the turnover of our Federation should exceed Rs. 50,000 crores ( US$ 8
Billion) by the year 2019-20.
To match this expected growth in demand for our products, milk procurement should
increase at CAGR of at least 12% from 156.17 lakh litres per day in 2014-15 to 270 lakh litres
per day in 2019-20.
Federation plan to enhance our milk processing capacity from the current level of 237 lakh
litres per day to 380 lakh litres per day in the next five years.