The story of Amul India

2. PRESENTED BY
SHILPA SHARMA
PALLABEE SARKAR
UJWAL BHAT
GOURAV SINGH

3. The Birth of Amul
 Amul (Anand Milk Union Limited), formed in 1946,
is a dairy cooperative movement in India.
 Founded in 1946 to stop the exploitation by
middlemen.
The seeds of this unusual saga were sown more
than 65 years back in Anand, a small town in the state
of Gujarat in western India.
In 1946, the farmers of this area went on a milk
strike refusing to be cowed down by the cartel.

4. ORGANISATION: GCMMF
Gujarat Cooperative Milk Marketing Federation
Ltd. (GCMMF), is India's largest food product
marketing organisation.
It is the Apex organisation of the Dairy Cooperatives
of Gujarat, popularly known as'AMUL‘.

5. GCMMF
 Year of Establishment – 1973
 Members - 17 District Cooperative Milk Producers' Unions.
 No. of Producer Members - 3.23 Million
 No. of Village Societies - 17,025
 Total Milk handling capacity per day - 23.2 Million litres per
day
 Milk Collection (Total - 2013-14) - 4.79 billion litres
 Milk collection (Daily Average 2013-14) - 13.18 million
litres
 Cattlefeed manufacturing Capacity - 6190 Mts. per day
 Sales Turnover -(2013-14) - Rs. 18143 Crores (US $ 3.0
Billion)

10. SWOT ANALYSIS
 Strength:
• Largest food brand in India
• High Quality, Low Price
• World’s Largest Pouched Milk Brand
• Annual turnover of US $1504 million
• Highly Diverse Product Mix
• Robust Distribution Network
 Weakness:
• Risks of highly complex supply chain system
• Strong dependency on weak infrastructure
• Alliance with third parties who do not belong to the organised sector

11.  Oppourtunity:
• Penetrate international markets
• Diversify product portfolio to enter new product categories and
expand existing categories like processed foods, chocolates etc.
 Threats:
• Competitors - Hindustan Lever, Nestle and Britannia
• Still competition from MNCs in butter
• Growing price of milk and milk products
• Ban on export of milk powder

13. The Three-tier “Amul Model”
i. Village Dairy Cooperative Society (VDCS)
ii. District Cooperative Milk Producers’ Union (Milk
Union)
iii. State Cooperative Milk Federation (Federation)

15. ACHIEVEMENTS
• It bagged India’s Most Respected Company Award instituted
by Businessworld in 2002.
• It was awarded the IMC Ramkrishna Bajaj National Quality
Award in 2003.