Amul is an Indian dairy cooperative based in Gujarat that is jointly owned by 3.6 million milk producers. It has a 38% market share in India and generates over 38,000 crores annually in revenue. Amul produces and distributes milk and dairy products nationwide using a cooperative model that aims to maximize returns to milk producers. It has a wide product portfolio including milk, butter, cheese, ice cream and more. Amul relies on a large distribution network and pursues strategies like cost leadership, product diversity and technology to maintain its leading position in the Indian dairy market.

1. AMUL
The Taste of India

2. Company Profile
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AMUL stands for Anand Milk Union Limited
Amul, is an Indian dairy cooperative society based at Anand in the Indian state of Gujarat
Amul is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by 36 lakh (3.6 million) milk producers in Gujarat.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002.
Nationally it was rolled out across the country in 1999.
In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice Cream, which was a first in
India.
Amul’s market share is 38% in the industry

3. AMUL
• Type – co-operative
• Founded in – 1946
• Headquarters – Gujarat ,India
• Industry – dairy
• Key people - Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF)
• Products - milk and related product
• Revenue – Rs. 38,550 crores in 2019-2020
• Employee – 3.6 million (milk producing members)
• Slogan – The Taste Of India..
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4. Mission, Vision and Objectives
Objective
To ensure that the maximum share of the consumer’s rupee goes back to milk producer
“To provide more and more
satisfaction to the farmers, employees
and distributers”
“To satisfy the taste and nutritional
requirements of the customers of the
world and committed to offering
quality products that provide best
value for money”
Vision Mission

5. AMUL Products
Amul Puffles
Bakery Products
Ice Cream Amul cattle Feed
Cheese & Ghee
Milk PowdersBread Spreads
Amul Milk
Amul Receips
Happy Treats
Mithai Mate
Chocolates

6. Major Competitors

7. Business Model Canvas
• Sellers
• Logistic
partners
• Distributors
• Retailers
• Dairy
Procurement.
• Product R&D
• Distributing
• Branding
• Positive
Customer
Service
• Marketing
• Quality Dairy
and Dairy
products.
• Low Cost
Strategy.
• Amul Girl
• Middle Class
• Kids
• Female
• Gym and
Sports
enthusiast
(All age group of
customers use
Amul products)
• Amul Retail
Stores.
• Departmental
Stores
• Maintenance
• Customer
feedback
• Product Sales to individual's and
Wholesale Retailers.
• Ingredients- dairy and its products.
• Production, Distribution Facility
• Packaging Inputs
Key Partners Key Activities
Value
proposition
Revenue Stream
Customer
Segment
Customer
Relationship
ChannelsKey Resources
Cost Structure

8. SWOT Analysis
Strengths Weakness Threats Opportunities
• Portfolio of
Product
• Strong Brand
Image (Amul
Girl)
• Quality
• Distribution
Network
• Strong Supply
Chain- White
Revolution
• Vast scope/Large
market potential
• Specific products
for health
conscious
population
• Social media
engagement
• Focusing on
lagging product
ranges
• Growing public
sensitivity
towards animal
husbandry
• Increasing
international
competition
• Supply
fluctuations due
to seasonal
Issues
• Dependence on
the dairy unions
and
communities
• Perishable
product
• Low investment
in Marketing
• Less Impactful
Brand Image out
side India

9. Existing Rivalry
• Amul Dairy is
one of the
leading company
in this
competitive
industry with a
number of
strong rivals like
Unilever, Kraft
foods and Group
DANONE.
Threat of New
Entrants
• There is low risk
of new entrants
to Amul Dairy as
it has quite big
network of
distribution
worldwide
dominating with
well-reputed
image.
Bargaining Power
of Suppliers
• In the food and
beverage
industry, Amul
Dairy owes the
largest share of
market needing
greater number
of supply chains.
• In reaction, Amul
Dairy has also
been concerned
for its suppliers
as it believes in
long-term
relations.
Bargaining Power
of Buyers
• Thus, Amul Dairy
makes sure to
keep its
consumers
satisfied.
• This has actually
led Amul Dairy
to be one of the
devoted
company in eyes
of its purchasers.
Threat of
Substitutes
• There has been a
terrific risk of
replacements as
there are
alternatives of
some of the
Nestlé's items
such as boiled
water and
pasteurized milk.
Porters Five Forces

10. BCG Matrix
CASH COWS:
• There are three products of Amul that fall under cash cow category, the first being Amul Milk and the
second being Amul Butter and third is Amul Cheese.
• The products hold high market share in these not so fast-growing industries.
• Owing to the limited chances of industry growth, Amul is introducing a number of new product
variations for different customer segments so as to maintain its market leadership.
• For Example: Apart from its basic version of Butter and Milk, Amul also launched, Amul Butter Lite,
Amul Tazza Milk and Amul Gold Milk to target customers who are more health conscious.
STARS:
• Amul Ice cream and Amul Ghee are two products that can be considered as Stars of the company.
These are the products which have a high market share and holds a good potential to grow in the
future as well.

11. Cont.
QUESTION MARK:
• Amul lassi has been marketed with the aim to increase the market share and compete with the other
beverages available to the market.
• Considering the increasing interest and demand for healthy products and beverages, the healthy milk
from Amul poses a great potential to grow in the near future with a condition that it is marketed well.
DOGS:
• Dogs are those products that have low growth or market share and have a very limited chance of
growing into a profitable business unit for the company.
• Amul Chocolates, Amul Cookies, and Amul Pizza are few products which can be considered as Dogs
for Amul.
• Due to the heavy competition and limited innovation that these product categories face, it’s becoming
difficult for Amul to gain market share for these products and make them a viable revenue generator.

12. Financials
22,972
27,043
29,255
32,960
38,542
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
2015-16 2016-17 2017-18 2018-19 2019-20
Revenue (In Crores)
271
470
819
365
Export (In Crores)
2016-17 2017-18 2018-19 2019-20

13. Value Chain Analysis
FIRM INFRASTRUCTURE: Head, Zonal and Overseas Offices
Inbound
Logistics
Procurement
Cold Storage
Chiller Tanks
Transportation
Operations
Milk Processing
Product
Development
Packaging
Labelling
Storage
Outbound
Logistics
Dealers
Distributors
Local Area
Vendors
Customers
Sales and
Marketing
Branding
Innovation
Product Portfolio
Pricing
Advertising
Service &
Support
Customer
Service Forum
Feedback and
Complaints
Redressal
MARGINS
Support
Activities
HUMAN RESOUCE MANAGEMENT: Structured, Technology Induced, Leadership
TECHNOLOGY: Integrated IT Infrastructure, B2B, Visibility and Transparency
PROCUREMENT: Systematic and Set Policies

14. Distribution Network
FARMERS
Milk
Processing
Union and
Warehouses
Warehouses Wholesalers
Retailers
Home Delivery
Contractors
Consumer
Consumer
Village
Cooperative
Societies
(With Chilling
Units)
Chilling Plants

15. Growth Strategies
Cost Leadership
Strong Distribution Network
Product Portfolio Diversity
Technological Agility

16. CSR Initiative
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Blood donation
Tree plantation
Amul Scholarships Dairy Demonstration Farm

17. Sustainable Mission
AMUL has been rated as the top Indian Green brand by the Global
Green Brands study which researches consumers’ attitudes and
perceptions towards ‘green’ issues.
Gujarat Cooperative Milk Marketing Federation (GCMMF) stated that
the International Dairy Federation has also awarded Amul Green
Movement as the best environment initiative in the “sustainability
category’’ in 2010.
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