Amul is a cooperative dairy company based in India that was formed in 1946. It works with millions of milk producers across Gujarat and has become the largest food brand in India. Amul follows a unique business model of being farmer-controlled and avoiding middlemen to ensure fair prices for producers and affordable products for consumers. Through consistent branding, diverse products, competitive pricing, and effective marketing strategies like umbrella branding and witty advertisements, Amul has been able to maintain its position as India's largest dairy brand.

1. BUSINESS STRATEGIES OF A
COMPANY
Group No-05
LEADER - ATIFA BHATTI
MEMBERS- Maurya Nisha MEMBERS- Sufiyan Ansari.
MEMBERS- KUDIYA SONU DHANRAJ MEMBERS- Pranav Sharma
MEMBERS- Shidra khan MEMBERS- Nishant Lagade
MEMBERS- RAHUL PRASAD
COMMERCE PROJECT.

2. ANAND MILK
UNION LIMITED
WWW.AMUL.COM
Why Choose AMUL As a Topic
Because amul took lots of
different strategies over time to
become india's number 1 Dairy
Product Producer.

3. www.amul.com
Amul is an Indian dairy state government cooperative
society, based at Anand, Gujarat. Formed in 1946, it is a
cooperative brand managed by Gujarat Cooperative Milk
Marketing Federation Ltd.,
www.amul.com

4. THE MILK MAN
26 NOVEMBER 1921 - 09 SEPTEMBER 2012
NATIONAL MILK DAY IN INDIA
26 NOVEMBER
Verghese Kurien
EntrepreneuR
Verghese Kurien, known as the
"Father of the White Revolution" in
India, was a social entrepreneur
whose "billion-litre idea", Operation
Flood, made dairy farming India's
largest self-sustaining industry and
the largest rural employment sector
providing a third of all rural income.

5. His Thoughts
Dr. Verghese Kurien will always be remembered as a man with strong
will and self-belief.
Here are few of his thoughts.
India's place in the sun would come from the partnership between
wisdom of its rural people and skill of its professionals
The milk of India is produced by millions of small and marginal farmers
and landless labourers'. It is on their behalf and in their name that i
accept this high honour.
India needs to show an honest face, a kind face, a human face - and not
an arrogant face as the powerful nations of today (do). What you need
is good management with farmer power. Good management gives this
power the right direction and thrust. Nothing can stop the farmers
then.

6. Amul is proof
that you can
really become
self-dependent
in anything, if
you really
decide: RS Sodhi
Trusted and
affordable
products will
see a surge
in demand:
R.S. Sodhi
Amul MD RS
Sodhi says rural
India can only
develop through
cooperative
business model
Amul:
A Business
Strategy Built
on Value for
Many
Amul/CEO
R.S. Sodhi
Jun 30, 2010–

7. The Amul Model
It’s time we start understanding how Amul has been growing
stronger over the years. Every brand sets up a business model
which they abide by and can make changes to it with time. A
business model is essentially the company’s core strategy for a
profitable business. Let us take a look at Amul’s business model.
Amul has always been clear about standing with the farmers and
working in their interest; they aim to benefit the farmers and
provide the value of money products to customers. The Amul
model is a three-tiered structure that it implements in its dairy
production:

8. The Amul Model
No Middlemen: Amul directly
links the milk farmers with the
consumers- this tactic not only
protects the farmers from being
scammed by the middlemen but
it also makes the products more
affordable for the customers.
Farmers are in control: Farmers
control the procurement,
processing and marketing.
Run by professional management
1.
2.
3.

9. Smart Distribution Strategy
Amul’s comprehensive product portfolio apportions the entire
distribution cost, thus, enabling them to have the maximum
reach, with lucrative ROI for their distributor partners. This is
the virtuous circle that will continue to give Amul a
competitive advantage for a long time. The brand has 6000
exclusive distributors that keeps them ahead of the
competition.
Amul is a brand with clear intent and far-sightedness; they
managed to release 33 new products during the first quarter
of FY21, and their marketing communication only got better.

11. Amul's Marketing
Strategy
Amul is always a step ahead of everyone in the
marketing game; their top priority like any brand is to
have a high top of mind recall among the customers.
Their excellent dedication and consistency have made
them one of the leading FMCG organisations of India.
Let us look at their unique marketing style.

12. Umbrella Branding
Umbrella branding is a marketing practice where only one brand
name is used to sell numerous related products. Umbrella branding
is a strategy mainly used by companies with positive brand equity.
Amul markets all of its products under one name, be it cheese,
milk, biscuits etc- this tactic helps them cut costs on advertising,
where they spend merely less than one per cent of their revenues.
For a brand to successfully be able to use the umbrella model they
need to have consistent branding elements. Amul’s iconic tagline-
‘The Taste of India’, is a linchpin of the brand. The consistent
tagline-led positioning allows the brand to remain relevant and
leverage from it- the embedded positioning allows Amul to
Indianize every product idea.

13. DIVERSE PRODUCT PORTFOLIO
Amul has a wide range of products that can be cherished by everyone.
Even though the brand’s target audience is the middle class and below, it
is a well-received brand amongst the premium class customers. The
comprehensive daily- usage product portfolio makes Amul a beloved
brand of the country. Amul has products for every season and everyone.

14. Competitive Product Pricing
Amul is rightfully an unconventional brand when it
comes to its pricing strategy- it follows the low-end
pricing strategy for products that are consumed
regularly or where Amul is the market leader. Amul’s
philosophy is to source at the highest possible price and
sell at the lowest price- making the brand’s products
affordable for every segment of society.

16. Amul launches
New and
Differnt Produts
To Fullfill The
Demand and
Maintain Its
Position In
Market

17. Pouch milk, which is the highest
turnover product, has shown
good growth in almost all the
markets,” The dairy industry
processes raw milk into an array
of products including butter,
cheese, cream, yogurt, ghee,
condensed milk, dried milk, ice
cream, etc. and produces various
by-products including buttermilk,
whey, ghee, and skim milk.
Price : ₹26.00

18. Amul's Visual
Marketing Strategy
Let’s dive into Amul’s visual marketing and dissect
what makes Amul’s topicals so eye-catching and
memorable.
Speaking of visuals, I am sure all of us would think
of Amul’s iconic Utterly Butterly Girl instantly. The
Amul girl was a bold move made by Sylvester De
Cunha in 1966 because back then, people were
afraid to try new food items. Had Amul continued to
have staid and straightforward ads, it would have
never been able to become the brand as we know it
today. Sylvester De Cunha and Eustace Fernandez
(art director) decided they needed a little girl to
successfully find a way into a housewife’s heart.

20. The first time that most of us
came across Amul was when
the catchy tune of ‘Amul
Doodh Peetha Hai India’ rang
from the television. Though
many of us were really young
at that time, ever since we
grew up, whenever we
encounter some variation or
the other of the same tune, it
never fails to evoke a melange
of memories
Amul Doodh
Peetha Hai India

21. #1 MOTHER’S
DAIRY
0
1
0
2
0
3
0
4
0
5
T
O
P
5
C
ompetitors O
f
A
m
u
l
#2 KWALITY
WALL’S
#3 MARS
#4 HERSHEY
#5 BRITANNIA
INDUSTRIES

22. SALES TURNOVER OF
AMUL 1994-2022
AMUL POSTS GROUP
TURNOVER OF RS 61,000 CR IN
FY22 ON MILK & ICE-CREAM .

23. GLOBAL DAIRY SECTOR
The world milk output reached 811 million tonnes in
2017, 1.4% higher than in 2016. Across geographic
regions, milk output expanded in Asia, the Americas
and Europe while it stagnated in Africa and declined
in Oceania. About 150 million households in the
world are engaged in milk production.
India accounts for about 20% of global milk
production, almost same as the European Union
(EU), followed by USA (12%), with China and Pakistan
producing roughly 5% each . But India, despite being
the leading producer of milk globally, does not figure
in the top 5 exporters of SMP. In 2016, SMP exports
were highest by USA (27%), very closely followed by
EU (26%), New Zealand (20%), Australia (7%), and all
others accounting for about 18% . SMP remains the
dominant dairy produce in global markets (51% in
value), others being cheese (36%) and butter (13%)
2017

24. DOMESTIC DAIRY SECTOR
Milk production in India increased from
83.7 million tonnes in TE 2002–03 to
176.5 million in TE 2018–19 . Per capita
consumption of milk increased from 221
grams per day to 374.7 grams per day
during the same period. India has the
world’s largest bovine (cattle, buffalo,
mithun and yak) population of 302.8
million, which is 56.5% of the total
livestock population (535.8 million)
(DAHD 2019). Cross-bred/exotic milch
cattle population increased by 32.2%
between 2012 and 2019. However,
indigenous buffaloes account for 48.9%
of the milk production, followed by
cross-bred cattle at 27.3%.
2019

25. MILK PROCUREMENT AND
PROCESSING
It is estimated that 48% of milk is retained
for self and local consumption and the
remaining 52% is marketed to urban
consumers through organized sector (31%)
and unorganized sector (21%) comprising
of dudhwalas (milk vendors) and halwais
(sweet shop owners), who collect milk from
producers and supply unprocessed milk to
the customers at their doorstep. Co-
operatives and private players account for
an equal share of the organized dairy
sector. GCMMF or Amul is the leading
player in the dairy sector with average milk
procurement of 229 lakh litre per day
(LLPD) reported in 2018–19, which is 45%
of the total procurement by co-operatives.
2020

26. Despite lockdown and Amul also being an FMCG brand, sales have increased
due to excess consumption of households during the lockdowns and its
presence on E-commerce sites like Grofers, Big Basket, Paytm mall, etc.
However, it has also doubled its spending on its marketing efforts. Amul
brought back the 90s version of Amul Girl- not only was it a nostalgic
moment for the older customers, but it was also a great way to become the
talk of the town and maintain relevance even through the pandemic.
During the lockdown, everyone avoided stepping out of their homes and
even if they did, nobody wanted to travel too far for their food supplies and
put their safety at stake. So Amul went one step ahead and created an App
to help its customers locate Amul products near them.
In Lock Down

27. Conclusion
“We – The motivated and devoted workforce of
AMUL- are committed to producing wholesome and
safe foods of excellent quality to remain market
leader through the deployment of quality
management systems, state-of-art-technology,
innovation, and eco-friendly operations to achieve
delightment of customers and betterment of milk
producers.”- Amul

28. CONCLUSION
The brand has enabled farmers to be entrepreneurs and earn their
own living. The whole process of being transparent has ensured
there is no exploitation of the underprivileged. It has changed the
entire traditional scenario and disrupted the milk procurement
process. Amul has proved that it is not just a product but a
movement that represents the economic freedom of farmers. Amul
in its all sense has proved that it is Amulya i.e. ‘Priceless’ for our
nation and we must preserve it.

29. Thank you for your
consideration and
attention to this
matter.
Group No-05
LEADER - ATIFA BHATTI
MEMBERS- Maurya Nisha MEMBERS- Sufiyan Ansari.
MEMBERS- KUDIYA SONU DHANRAJ MEMBERS- Pranav Sharma
MEMBERS- Shidra khan MEMBERS- Nishant Lagade
MEMBERS- RAHUL PRASAD