4. OVER THE YEARS……
• In 1965, The National Diary Development Board (NDDB) was established at
Anand to replicate the Amul model throughout the country
• In 1970, it spearheaded the White revolution of India.
• the Gujarat Co-operative Milk Marketing Federation Ltd. an apex marketing
body of these district cooperatives, was set up in 1973.
• The Kaira Union, which had the brand name Amul with it since 1955, transferred
it to GCMMF
• GCMMF commenced marketing on April 1, 1974 under the single brand name of
Amul.
• Operation Flood : a cooperative movement that turned India from a net importer
of milk into one of the world’s two largest producers today.
5. The GCMMF is the largest food products marketing organisation of
India with annual turnover (2018-2019) US $ 4.8 billion. It is the
largest exporter of dairy products in India and Amul is the umbrella
for all its products.
15. EXPANSIONS
• recently launched fruit juices under the Amul Tru brand
• expansion into the frozen snacks market ; Last year it launched
products like French fries, aloo tikki and hash browns under the
Happy Treats brand.
• GCMMF will invest Rs 600 to 800 crore in new processing and
packaging facilities every year.
• Expansion to West Asia and US : started local manufacturing of ghee,
shrikhand and paneer in the US in a third party facility in 2014
17. DEVELOPING DEMAND:
• Limited purchase power ; modest consumption levels
• A low cost price strategy products
THE DISTRIBUTION NETWORK
• Dry and cold warehouse
• Cash transaction throughout supply chain
• JIT improves dealers return on investment (ROI)
UMBRELLA BRAND:
• Common brand for most categories
THIRD PARTY SERVICE PROVIDERS :
• Core is milk production, distribution of dairy
products
• Logistics of milk collection, distribution of dairy
products , sale of product through dealers / retailers
BUSINESS STRATEGY