Presentation made by Sprihi Kanodia and Shabbir Akhtar at AIMA's National Competition for Management Students, representing Globsyn Business School

1. Unleashing Innovation Across
The Value Chain
A Mantra for Growth
Sprihi Kanodia and Shabbir Akhtar
Globsyn Business School

2. The Taste of India

3. The Anand Pattern
Market
22 State
GCMMF in State Milk
Sales Revenue Sales Revenue Fedns. in
Gujarat Federation
India
Milk and
Milk Products
177 District
17 District Unions in
District
Unions in Bonus Addl. Rural
Health India
Price
Milk Unions Cattle
Feed Schemes
Gujarat Difference
Vet. &
Animal
Dividend Profit Profit Husbandry 1,44,246
16,117 on Shares Services
VDCs in
VDCs in Village Dairy India
Gujarat Cooperative
3.18 million Societies 15.0 million
producers producers
in Gujarat in India
Member Producers
Source: Amul.com

4. Consumer Value Creation
• Average Product Mix
Length: 4
• Pricing and product
strategy make products
available to all socio-
economic segments
• Product variants for
different demographic
and behavioral segments
• Providing value across the
pyramid

5. Human Value Creation
• Made modern technology
available to member
producers
• Producers trained to
optimize their resources
• Encouraged participation
of women in the
cooperative
• Institutions built to
provide medical services
to cattle and farmer

6. Social Value Creation
• Amul’s campaign running
since 1966
• Also found a place in
the Guinness Book of
World Records
• Covering entire spectrum
of business, politicians,
Latest Inclusion: Shooter Vijay
sports and entertainment Kumar winning a Silver Medal
at the London Olympics
• Campaigns designed by
daCunha Associates

7. Environmental Value Creation
• Natural resources getting
consumed by intensive
dairying
• Initiated by milk producer
members
• Independence Day
celebrated as a Green
Revolution Day
• 311.98 lakhs trees
planted by Amul Coops till
2011 and the count is on

8. Re-constructing The Value Chain
Human
Business Providing Value Consumer
Social
Environmental

9. and

10. Thank you
Questions?
Sprihi Kanodia: sprihi.pm10k@globsynbschool.com | Shabbir Akhtar: shabbir.pm10k@globsynbschool.com