Amul is an Indian dairy cooperative formed in 1948 that is jointly owned by 3.6 million milk producers in Gujarat. It procures milk from 18,554 village cooperative societies across 33 districts, totaling around 18 million liters per day. Amul produces and exports a wide range of dairy products, including milk, butter, cheese, and ice cream. It has the largest market share in India's ice cream segment and is the country's largest exporter of dairy products.

2. Anand Milk Producers Union Limited or Amul is
an Indian dairy cooperative, based at Anand in the
state of Gujarat. Formed in 1948, it is a brand
managed by a cooperative body, the Gujarat Co-
operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by 3.6
million milk producers in Gujarat.
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Founder: Verghese Kurien

3. GCMMF
Gujarat Cooperative Milk Marketing
Federation Ltd. (GCMMF) is India’s largest
food product marketing organization with
annual turnover (2017-18) US$ 4.5 billion. Its
daily milk procurement is approx 18 million lit
per day from 18,554 village milk cooperative
societies, 18 member unions covering 33
districts, and 3.6 million milk producer
members.
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4. 4
OVERVIEW

5. 5
EXPORTS
GCMMF is India’s largest exporter
of Dairy Products. It has been
accorded a “Trading House” status.
GCMMF has received the APEDA
Award from Government of India
for Excellence in Dairy Product
Exports for the last 13 years.

6. 6
AMUL produces Amul Milk (8 variants), Bread Spreads (6 variants), Cheese (5 variants), UHT Milk (5 variants), Beverage
Range (12 variants), Amul PRO, Ice Cream (4 variants), Paneer (3 variants), Dahi (3 variants), Ghee (4 variants), Milk
Powder (5 variants), Mithai Range (4 variants), Mithai Mate, Chocolate (6 variants), Lactose Free Milk, Fresh Cream (2
variants), Sour Cream, Pouch Butter Milk, Cattle Feed and Happy Treats (6 variants).
PRODUCTS

7. AMUL MODEL
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The Amul model has
helped India to emerge
as the largest milk
producer in the world.
More than 15 million
milk producers pour
their milk in 144,500
dairy cooperative
societies across the
country. Their milk is
processed in 184
District Co-operative
Unions and marketed by
22 State Marketing
Federations, ensuring a
better life for millions.

8. 8
41st HOSHINKANRI MEETING
GCMMF conducted its 41st Hoshin Kanri (Policy
Deployment) meeting at Anand on 6h & 8th
February 2017. Managing Director, Chief
Operating Officer, General Managers, Branch
Managers, Zonal Managers, OICs (Dairy),
Departmental Heads, Ad Agency, etc.
participated in this meeting. There were around
160 participants in this meeting.
42ndHOSHINKANRI MEETING
GCMMF conducted its 42nd Hoshin Kanri
(Policy Deployment) review meeting at Anand
on 6h & 7th October 2017. Managing Director,
Chief Operating Officer, General Managers,
Branch Managers, Zonal Managers, OICs
(Dairy), Departmental Heads, Ad Agency, etc.
participated in this meeting. There were around
170 participants in this meeting.

9. 9
PARTNERSHIP with State
Bank of India (SBI)
Amul in collaboration with State Bank of India (SBI) launched Amul Milk Card, a prepaid
smart card. The card can be used to purchase products from Amul parlours.
This initiative, a statement issued by the Amul said, will ease access to the dairy major's
wide range of products available across Amul parlours.
The card, aimed at facilitating customers with convenient and hassle-free mode of
payment, will be available to customers for free.

10. 10
Since 1966, one Indian brand has wowed the nation with its topical, sometimes
tongue-in-cheek, occasionally controversial and always enjoyable billboards
and print ads.
PARTNERSHIP
with daCunha
Communications

11. Very high market share
in ice cream
Amul has the top
market share in ice
cream segment which
further helps it push
other products into the
market.
Amul’s Strengths
Excellent brand equity
Amul is a beloved brand
over the years and the
contribution of amul
girl and her iconic
outdoor ads.
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12. Strong distribution
network
Amul is strong in urban
as well as rural
distribution. You will
find Amul present even
in small towns and
villages.
Amul’s Strengths
Excellent quality
management
Even though Amul has
such a wide and large
distribution network,
hardly any quality
complaints come for
Amul.
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13. Amul’s Strengths
Good product portfolio
Amul had a deep
product portfolio
when compared to
any FMCG company. It
has many different
variety of milk like
cheese, butter, milk,
buttermilk, lassi and
many others.
Strong supply chain
Vendors love Amul
and Amul is known for
the white revolution in
India.
Rural presence
Strong rural presence
of Amul is its plus
point. It is mentioned
here separately
because this rural
presence gives Amul a
strong competitive
advantage.
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14. Cost of operations
Amul’s operation is huge and
so is the cost. Plus the sector
is such that maintaining
margins becomes difficult
day by day. Thus, to
face international players,
Amul needs to maintain the
operations in the same
manner it is carrying out
today.
Amul’s Weakness
Chocolates
Amul’s expansion to
chocolate has failed
and hardly any product
of Amul chocolates is
selling in the market.
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15. Amul’s sales
progress for the
past 21 years
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455
500
850
1700
3024
4500
1997-98 2001-02 2005-06 2009-10 2013-14 2017-18
US$(inmillion)
Year
SALES TURNOVER

16. “The Amul brand is not
only a product, but also a
movement. It is in one
way, the representation
of the economic freedom
of farmers. It has given
farmers the courage to
dream. To hope. To live.
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17. THANKS!
Any questions?
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