Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It has become the largest food brand in India and the world's largest vegetarian cheese brand. Amul spurred India's White Revolution, making India the largest producer of milk and milk products globally. Amul has a diverse product portfolio including milk, butter, cheese, and ice cream. It utilizes a low cost strategy and robust distribution network to make products affordable and accessible across India.

1. PRESENTATION
0N
AMUL(ANAND MILK UNION LTD)
Submitted by:-
Ankur singla
Ankush khullar
Amit pathania
Jaideep sharma
Mohit kumar

3. AMUL
 Formed in 1946.
 Amul is derived from the sanskrit
word “amoolya” meaning “precious”.
 It is a dairy cooperative in India.
 It is based in Anand , Gujrat.

4.  It has spurred the WHITE REVOLUTION of
India, which has made India the largest
producer of milk and milk products in the
world.
 Annual turnover of US $2.2 billion (2010–
11).
 Amul has entered overseas markets such
as Mauritius, UAE, USA, Oman,
Bangladesh, Australia, China, Singapore,
Hong Kong and a few South African
countries.

5. GCMMF – Over View
 GCMMF: Gujarat Cooperative Milk Marketing
Federation
 GCMMF is India's largest food products marketing
organization. It is a state level apex body of milk
cooperatives in Gujarat which aims to provide
remunerative returns to the farmers and also
serve the interest of consumers by providing
quality products which are good value for money.
 CRISIL, India's leading Ratings, Research, Risk
and Policy Advisory company, has assigned its
highest ratings of "AAA/Stable/P1+" to the
various bank facilities of GCMMF.
5

6. History of Amul
 Amul (Anand Milk Union Limited), formed in 1946,
is a dairy cooperative movement in India.
 It is managed by Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF).
 AMUL is based in Anand, Gujarat and has been a
sterling example of a co-operative organization's
success in the long term. The Amul Pattern has
established itself as a uniquely appropriate model
for rural development.
 Amul has spurred the White Revolution of India. It
is also the world's biggest vegetarian cheese
brand.
6

7. Diverse Product Mix
 Amul Butter,
 Milk Powder,
 Ghee,
 Amulspray,
 Cheese,
 Chocolates,
 Shrikhand,
 Ice cream,
 Nutramul,
 Milk and Amulya
7

8.  Breadspreads
 Amul Butter ---
 Amul Lite Low Fat Breadspread
 Amul Cooking Butter
 Delicious Margarine
 Milk Powders
 Amul Full Cream Milk Powder
 Amulya Dairy Whitener
 Sagar Skimmed Milk Powder
 Sagar Tea and Coffee Whitener

9.  Sweetened Condensed Milk
 Amul Mithaimate
 Sweets
 Amul Shrikhand & Amrakhand
 Amul Mithaee Khoya Gulabjamaun
 Amul Basundi
 Fresh Milk
 Amul Taaza Toned Milk 3% fat
 Amul Gold Full Cream Milk 6% fat
 Amul Shakti Standardised Milk 4.5% fat
 Amul Slim & Trim Double Toned Milk 1.5% fat
 Amul Saathi Skimmed Milk 0% fat
 Amul Cow Milk

10. Curd Products
 Yogi Sweetened Flavoured
Dahi (Dessert)
 Amul Masti Dahi (fresh curd)
 Amul Lite Dahi
 Amul Prolife probiotic Dahi
 Amul Masti Spiced Butter Milk
 Amul Lassee

11. Amul Icecreams
 Vanilla Royale
 Royal Treat Range (Butterscotch, Rajbhog, Malai
Kulfi)
 Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale,
Fruit Bonanza, Roasted Almond)
 Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi
Anjir, Fresh Strawberry, Black Currant, Santra
Mantra, Fresh Pineapple)
 Sundae Range (Mango, Black Currant, Sundae Magic,
Double Sundae)
 Assorted Treat (Chocobar, Dollies, Frostik, Ice
Candies, Tricone, Chococrunch, Megabite, Cassatta)
 Utterly Delicious (Vanila, Strawberry, Chocolate,
Chocochips, Cake Magic)
 Amul SUGAR FREE Frozen Foods (Milk Based Sweet)
 Amul ProLife Probiotic Ice cream

12.  Chocolate & Confectionery
 Amul Fruit & Nut Chocolate
 Amul Bindazz
 Amul Rejoice
 Amul kesar
 Brown Beverage
 Nutramul Malted Milk Food

13. 4P’s
Product Price
• Dairy Products • Low Pricing
• Cooking Strategy
Products
Place Promotion
• Rural & Urban •
Market Advertisement
• International s
Market

14. Distribution channel
farmers
Milk Sold to
Village &
Village co- Local Residents
operative
Village co- LocalRestaurants/Ot
societies(with
operative her Milk related
chilling units) businesses
societies(without
chilling units)
Milk Processing
Union & Chilling Plants
Warehouses
GCMMF
Warehouses
Wholesalers/C&S

15. Home
Retailers Delivery
Contractors
CONSUMERS

16.  There are 3500 wholesale distributors in India.
 47 depots with dry and cold warehouses to
buffer inventory of the entire range of
products.
 AMUL products are found in around 5 lacs
retailers spread all over India.

17. AMUL GROWTH
Sales Turnover Of 1505 million US dollar in 2008-2009
Sales US $ (in million)
1600
1400
1200
1000
Sales US $ (in million)
800
600
400
200
0

18. Low Cost Strategy
 Amul adopted a low-cost price strategy to
make its products.
 Affordable and attractive to consumers by
guaranteeing them value for money.
18

19. Amul – Product Portfolio
Category Market Share Market Position
Chocolate Drink 90% 1
Butter, Ghee 85% 1
Cheese 50% 1
Sweets 50% 1
Milk Powder 40% 1
Ice-cream 24.75% 2
Chocolate 10% 3
19

20. 100% Market Share
90%
80%
70%
60%
50%
40%
30%
Market…
20%
10%
0%
Products

21. Strength
• Largest food brand in India
• High Quality, Low Price
• World's Largest Pouched Milk Brand
• Annual turnover of US $1504 million
• Highly Diverse Product Mix
• Robust Distribution Network

22. Weakness
• Risks of highly complex supply chain
system
• Strong dependency on weak
infrastructure
• Alliance with third parties who do not
belong to the organized sector

23. Opportunities
• Penetrate international markets
• Diversify products to enter new
product categories
• Expand existing categories like
processed foods, chocolates etc

24. threats
• Competitors - Hindustan Lever, Nestle
and Britannia
• Still competition from MNCs in butter
• Growing price of milk and milk
products
• Ban on export of milk powder
24

25.  Amul being a domestic brand and
with high market share in all its
subsidary product departments but
still there’s a big rush of big MNC’s
like Macdonalds,Subway and various
ice-cream giants..even domestic
Mother Dairy also competeting in a
big way..hence GCMMF(Amul) will
have to maintain its strong roots and
robust distribution network

26.  To improve further Amul can try out the following ideas:
 I) Amul can venture out on new products like Toned
milk, Condensed milk that can be used for sweets, Baby
food products,
 II) There are certain product like Amul basundi, gulab
jamoon, choclates etc which are not as popular as Amul
ice cream. Amul must try to understand the cause of
this through thorough market research and work on
improving these products

27.  Amul has risen from Indian soil and it
remains Indian in every sense.
 There is ample scope in the low priced
segment as also in other categories.
 Amul has the opportunity to capture the
more evolved young adults and children
who are open to new products provided
they meet their expectations.

28. CONCLUSION
 Amul one of the fastest growing industries of
India. This industry has revolutionized the
Indian dairy sector and also brought it back
from the brink of extinction .
 Also it was one of the first successful
cooperative associations in India and also
now the market leader in the dairy sector .
28

29. THANK YOU