about Amul when Amul was founded value chain supportive system primary actives of amul

1. VALUE CHAIN ANALYSIS
of AMUL
Presented by
Anshul Chhaparwal,
Abhishek kumar Dey ,
Yuvraj Singh Rathore
Submitted to :- Manjari Mundanad

2. INTRODUCTION
•Amul was founded in 1946 in Anand, Gujarat with a mission to
stop the exploitation of the farmers by middlemen.
•Amul is managed by the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which is jointly owned by more than
3.6 million milk producers of Gujarat.
•Amul has spurred the white revolution of India, which has made
India the largest producer of milk and milk products in the world
and the white revolution has finally created a Billion-Dollar
brand.
Anand Milk Union Limited (AMUL)

3. INTRODUCTION
•Today Amul dairy is No-1 dairy in Asia and No-2 in the world,
which is matter of proud for Gujarat and whole India.
•Amul has more than 150 chilling centers in various villages.
•The Amul corporative was created by Dr Verghese Kurien, who
is also known as the Father of the White Revolution in India.
Anand Milk Union Limited (AMUL)

4. VALUE CHAIN

5. SUPPORTIVE
SYSTEM
Infrastructure:
Amul's infrastructure includes state-of-the-art processing
plants, distribution centers, and a strong retail network. These
physical assets are essential for ensuring a smooth flow of
products from production to consumers.
Technology and Innovation:
Amul emphasizes technological innovation to improve
processing efficiency, product quality, and distribution. Adoption
of advanced technologies enhances the overall value chain by
reducing waste, improving product attributes, and optimizing
processes.
Human Resources:
Amul's success is largely attributed to the dedication and
expertise of its workforce. Trained employees across various
functions ensure quality standards, efficient operations, and
effective marketing.
Procurement:
Procurement in Amul's value chain involves sourcing raw milk
from its farmer cooperatives. The cooperative model empowers
farmers and ensures a fair price for their produce. Effective
procurement leads to a consistent and reliable milk supply.

6. PRIMARY ACTIVITIES OF AMUL
From Farmers to
processing plants
INBOUND
LOGISTICS
Milk Processing,
Packing
OPERATIONS
From Plants to retailers
and distributors
OUTBOUND
LOGISTICS
Distributors,
Retailer and amul girl
SALES AND
MARKETING
After Sales
Services
Service and
Support

7. PRIMARY SYSTEM
Inbound Logistics:
Amul's value chain begins with the collection of milk from its
extensive network of farmer cooperatives. These
cooperatives comprise millions of small dairy farmers who
supply raw milk to Amul's processing plants. This network
ensures a consistent and abundant supply of milk.
Operations:
Amul processes the collected milk into a wide range of dairy
products such as butter, cheese, yogurt, milk powder, ice cream,
and more. Advanced processing facilities ensure quality and
consistency. Amul's technology-driven processes optimize resource
utilization and maintain product integrity.

8. Outbound Logistics
The finished dairy products are distributed through a vast
network of outlets and retailers. Amul's strong distribution
network ensures that its products are available across various
regions of India. Timely distribution and effective supply chain
management contribute to the availability of fresh products.
Marketing and Sales
Amul's marketing and sales efforts are renowned for their
innovative and memorable campaigns featuring the iconic
"Amul Girl" mascot. These campaigns create brand awareness,
enhance product visibility, and engage consumers with witty
and relevant messages.
Service
Amul provides customer support and after-sales service
to its distributors, retailers, and consumers. Ensuring
product availability and addressing consumer queries
contribute to a positive brand image.

9. THANK YOU
OPEN FOR Q&A