1) Amul was established in 1946 in Anand, Gujarat as a cooperative effort between local milk producers and the government to end exploitation by middlemen. 2) Under the leadership of Sardar Vallabhbhai Patel and Dr. Verghese Kurien, Amul grew to become the largest food brand in India, leading the "White Revolution" and benefiting millions of farmers. 3) Today, Amul procures over 26 million liters of milk daily and has a turnover of over $5 billion. It produces and markets milk, milk powders, cheese, butter, and other dairy products across India and internationally through a cooperative model.

1. ||श्री||
WELCOME
To all Honourable
Professors, Guests
Dear seniors and Classmates

2. PPT Presentation On Amul By -
Kokate R.P -2020AGAS059
III rd Year V th Sem.
Shri . Chhatrapati, Shahu, Phule, Ambedkar ,
College of Agriculture.
Tal. Ashti , Dist. Beed.

3. Amul The Taste Of India
• World’s Largest Pouch Milk Brand
• World’s Biggest Vegetarian Cheese Brand

4. POINTS COVERED IN THE PRESENTATION
• Historical background of AMUL
• AMUL at present day
• Awards
• Success Factors and SWOT
ANALYSIS

5. Historical Background
of AMUL
Amul established on 14 December 1946
It’s is the INDIAN DAIRY Cooperative
Society
Located at ANAND DIST. , GUJRAT
The Amul’s original name was ‘Kaira
District Co-operative Milk Producers
Union limited’
The history of AMUL is not only of the
product but the history of farmers who
struggled against the Britishers Under
the leadership of Tribhuvandas Patel
and Morarji Desai and under the
guidance of Sardar Vallabhbhai Patel

6. Amul also led the “White
Revolution’’ in the country
which Befitted a Large Number
of Farmers
Toduy , Amul is being managed
by the Gujarat Cooperative Milk
Marketing Federation Limited
{GCMMF},
Jointly owned and run by
Gujarat’s 3.6 Million Milk
Producers and with equal share
holders

7. In this my presentation I’ll tell you that. How People
Participation can build a Brand like Amul

8. The Journey tarted From :-
Nearly 75 years ago, the Situation of Milk
Producers in Kaira was not better than the
Condition of Ordinary Farmers of India
Milk marketing system. Is totally
controlled by Contractors & Middlemen
 The milk producers of Kaira are Illiterate
but they are understanding role of
middlemen between milk contractors
 At That time Farmers Exploitation is done
by profit makers

9. This exploitation farmers observed
more when the Government of
Bombay pass the scheme -
 In this scheme milk is should be
transferred from. Anand of Gujrat to
Bombay
 Distance about 463 km
 It is only possible when the Milk is
pasturise in Anand Gujrat

10. When the farmers exploitation at the last lavel
 farmers decide thought Sardar Patel and in the leadership of
Tribhuvandas Patel ,who had been the of encouraging farmers co-
operatives from 1942
 Then Sardar Patel suggested the farmers to form /build their own
cooperative society
With their own pasturization plant by which they apply the milk to
directly to the Bombay Scheme

11. They decided to build their
own cooperative society And
take the permission from the
Govt.of Bombay
 Govt. not support
 Sardar Patel also expressed
concerns that farmers may
require to go on a strike if
British do not accept the
demand
 The farmers agree what they
thought

12. The British Government Rejected Their Request Of Building The
Cooperative Society Then They Only Choice To Strike Against Government
Of Bombay In These Time Of 15 Days One Drop Of Milk Is Not Sold To
Anyone Kaira District
Later The Demand Of The Farmers To Were Accepted by the Milk
Commisioner Of Bombay From This Movement Kaira District Milk
Producers Union Limited is Started On The Date 14 December 1946
The Union Have Aim to Give The Profit to the producers Farmers And In
June 1948 The Milk Pasturization Plant is Built
Pasturization Plant have Built to Maintain the Quality Of Milk For Long
Time
On That Time Only 250 Liter Milk Is Precuerd From Two Villages In One Day

13. Day by Day the Milk is Collected About 5000 litres Milk Per Day With more
success of Kaira’s milk producers, more farmers came to join the cooperative
union.
The Milk Collected Union In Kaira District Is Increased Day by Day and Fulfilling
the Requirement Of Bombay
The Excess Milk Produced Of Buffalo in winter season And this problem solved
The Legend
 Dr. Vergese Kurien.

14. If the White Revolution and Amul is
movie then the Hero of this movie
is Dr. Vergese Kurien.
-Led White Revolution
& Establishes Co-Operative Societies like Amul
Nationwide.
-Made India the World’s Largest Milk Producing
Nation from the Milk Importer.
Born on 26 November 1921
Died 9 September 2012

15. • In early he come from foreign by finishing the
engineering and Tribhuvandas Patel asked him to
help us to work with kaira cooperative society.
• Kurian have so much opportunities to work in Bombay
on higher salary
• But they decide to work with cooperative society
• And also Dr. Kurian suggest the name AMUL and
meaning in Sanskrit is अमूल्य means Priceless
• Under the guidance of Dr. Kurien, Amul reached to
new heights

16. • To utilise the excess milk of buffalo with the help of his batch mate H. M.
DALAYA
• start the conversion from liquid milk to skim milk powder and
condensed milk
• This is invention to the India
• And after some year it compet to Nestle
• Later on, Dr. G. H. Wilster also started cheese production from Buffalo
Milk in Amul, which further diversified Amul’s market.
• Later on after independence Indian government also help to kurian
• In that way to govt. Banned the import of condensed milk

17.  In this way the AMUL is. Rich to new heights
 And the imported butter from newzealand is
harmful for consumption Kurian know and
told to Pandit Jawaharlal Nehru and the
butter is Banned And
 when the Indian government need to supply
the necessary food item to military PANDIT
NEHRU choose the Amul
This all work of Cooperative was liked by Shri.
Lal Bahadur Shastri
National Dairy Development Board (NDDB)
was set up by the second Prime Minister Shri
Lal Bahadur Shastri

18. He give the work to establish the cooperative
societies in all india as like Amul
And here Amul is expand in commercial scale
And established the modern dairy
Tribhuvandas Patel, Dr Kurien and Mr Dalaya
are credited for transformation of Amul into a
successful commercial entity
 After some time Amul as new Unions of that
region on other cities of Gujrat in Sabarkantha,
Mahesana, Banskantha, Vadodara, and Surat
During the 1970s, the co-operative led the
‘White Revolution’ in India under the guidance
of Dr. Kurien

19. To avoid the compitition of other Cooperatives
Gujarat Co-operative Milk Marketing Federation Ltd. Was set up in
1973 as an apex marketing body for all other cooperatives of Gujrat
 In some days ,
Brand name Amul which is of Kaira District Co-operative Milk
Producers Union limited' in (1955) was transferred to Gujrat
Cooperative Milk Milking Federation limited

20. Amul at present day
1. Gujrat Cooperative Milk Milking Federation
limited (GCMMF) is the India’s largest milk
food product marketing organisation
2. In last 55 years, the dairy cooperatives of
Gujarat have facilitated the marketing of
village milk products across India
3. In 2007 (GCMMF). Is cross the turn over of
1 Billion US Dollars Sells and come in the
India’s elite food company among the 100
of India
4. And In 2007, GCMMF had procured more
than 10 million litres of milk in just a single
day

21. The annual turnover of Gujarat
Cooperative Milk Marketing
Federation Ltd. Was 5.3 billion
dollars in FY 2020-21
In day Amul procure 26.6 million
litres of milk in day which is
precured from 18600 villages milk
Cooperative society
It has presently 18 members unions
across 33 districts of Gujarat and
addition of 3.35 million litres milk
producers are added

22. Some products like milk , milk powders ,
health beverages , ghee, butter cheese
pizza icecream, paneer And others are
produced
Today Amul. Is connected to 10k Dealers
and 1 million Retailers
Not only in India but in foreign countries
also namely USA, PHILLIPINES, CHINA,
JAPAN, SINGAPORE &other gulf countries
GCMMF is available in global trade dairy
platforms where other World’s 6 Milk
players sale their products

23. AWARD’s

24. Rajiv Gandhi National Quality Award in 1999

25. IMC RAM KRISHNA BAJAJ NATIONAL QUALITY
AWARD 2003

26. INTERNATIONAL DAIRY FEDERATION MARKETING
AWARD 2007

27. AIME RK SWAMI BRAND AWARD 2013

28. WORLD DAIRY INNOVATION AWARD 2014

29. SUCCESS FACTOR
1st Amul girl
The ‘Amul Girl’ advertisement has promoted the
Amul brand across the country and abroad
Amul use the AMUL girl clever as by giving the
product with touch of humour
2nd
Amul has also shown great consistency in its
innovative approach to marketing, products etc
In 1960 AMUL is only brand in the World which
provides Buffalo skim milk powder
AMUL Make Traditional milk business in large
scale with 3 tier system and make it efficient

31. • 3rd
factor is Amul follow Branded house architecture. In this each and every
product is saled by name of Parent company only focus is to promote Brand
name without individual product which creates Brand Awareness
• 4th
factor is Amul follow 3 level cooperative structure On Base Village
cooperative societies connected to Regional dairy cooperative and milk is
transferred to State level Co-operative And this model is replicated on the
operation Flood

32. •Risk To Highly Complex
Supply Chain System
•Short Self Life Of Its
Products
•Strongly dependency On
Weak Infrastucture
•Strong Compititors like –
Hindustan Uniliver, Nestle &
Other Local Players
•Growing Prices of Milk &
milk Products
•Potential To Expand To
Smaller Towns & Other
Geographies
•Use Internet To Sale Its
Product
•World’s Largest Pouch Milk
Brand
•World’s Biggest Vegetarian
Cheese Brand
•High Quality Low Price
• Robust Distribution
Network
•Highly Diversed Product Mix
Strengh Opportunities
Weakness
Threats

33. Thank you
• To all Honorable Professors and Guests and
• Special Thanks to PRINCIPAL sir . Shri . Arsul to ,
Encourage us and Motivate us for stage Dearing