On Amul

AMUL’S PRODUCTS

Submitted by:
Nitish Bhardwaj ,Poonam Patil
AMUL PRODUCTS – A BRIEF INTRODUCTION

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit
"Amoolya," was suggested by a quality control expert in Anand.. Amul products
have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder,
Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul
Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (Turnover: Rs. 25 billion in 2002).
Today
Amul is a symbol of many things.
• Of high-quality products sold at reasonable prices

• Of the genesis of a vast co-operative network
• Of the triumph of indigenous technology
• Of the marketing savvy of a farmers' organization, and
• Of a proven model for dairy development
COMPANY PROFILE
GUJARAT COOPERATIVE MILK MARKETING FEDERATION
GCMMF:(GCMMF)

Gujarat Cooperative Milk Marketing Federation is India's largest food products marketing organisation. It is a state level apex body
of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers
by providing quality products which are good value for money.
•
MEMBERS: 12 district cooperative milk producers' Union
• No. of Producers: 2.28 million
• No. of Village Societies: 11,132
• Total Milk handling capacity: 6.7 million litres per day
• Milk collection (Total 2003-2004) 1.86 billion litres
• Milk collection (Daily Average 2002-03): 5.08 million litres
• Milk Drying Capacity: 510 metric Tons per day
• Cattlefeed manufacturing Capacity: 1450 Mts per day

•
Objectives and Business Philosophy of GCMMF
GCMMF aims to market the dairy and agricultural products of co-operatives

through:
Common branding
Centralized marketing
Centralized quality control
Centralized purchases, and
Efficient pooling of milk

GCMMF has declared that its business philosophy is as follows:
To serve the interests of milk producers and

To provide quality products that offer the best value to consumers for money spent

MISSION 2020
– Vision : To liberate our farmers from economic
oppression and lead them to prosperity.
– Mission 2020: dairy cooperatives of Gujarat
turnover would be Rs. 27000 crores by the year
2020.
– Objective: Is to ensure that the maximum share of
the consumer’s rupee goes back to the milk
producers .
BOARD OF DIRECTORS

• Gujarat co-operative Milk Marketing Federation Limited, Anand, India registered under Gujarat co-operative societies Act-
1961.

• Dr. V. Kurien (Chairman)
• B. M. Shrlvyas (Managing Director)

• Representative –
• Dr. Amrita Patel (National Dairy Development Board, Anand)

• Registrar –
• Sri R. M. Joshi (Co-operative Society Gujrat State, Gandhi Nagar)

• Bankers –
• Bank of Baroda, State Bank of India
• Kaira District Central Co-operative Bank Ltd.

• Auditors –
• S. R. Batliboi & Co. (Chartered Accountant)
•
• The list of all Chairmen of various Co-operatives is given on next page.
• Chairmen
• Sri Ramesh Bhai P. Patel
• Kaira District Co-operative Milk Producers Union Ltd. Anand
• Sri Motibhai R. Chaudhary
• Mehsana District Co-operative Milk Producers Union Ltd. Mehsana
Sales Turnover
•
Year Rs (Million) US$ (Million)
 2002-03 1140 355

 2003-04 13790 400
 2004-05 15540 450
 2005-06 18840 455
 2006-07 22185 493
 2007-08 22588 500
 2008-09 23365 500
 2009-10 27457 575
• The above data shows that the sales increasing since 2002 at a great pace & this is the reason that
proves Amul as a good competitor in this modern world.

The biggest strength of GCMMF is the trust that it has created in the minds of its consumers
regarding the quality of its products. Amul stands for guaranteed purity of whatever products it
produces. None of its products is adulterated. In India, where such trust is hard to come by, this
could provide a central anchor for GCMFF's future business plans.
•
Check out this vast and ever-growing range of
'tasteful' Amul delectable!

• Bread spread:
Amul Butter Amul Lite

Fresh Milk Cheese:
Amul Fresh Milk Chocolate Milk Amul Cheese Spreads
Flavoured Milk Amul Taaza Gouda Cheese

For Cooking Desserts:
Mithai Mate Amul Pure Ghee Amul Ice Creams
Cooking Butter Kulfi Mix Amul Shrikhand

Market Share Of Butter
Market Share of Butter
Nutrilite Homemade
1% 1%
Mother Dairy
8%
Britannia
8%
Parag
10%
Amul
72%
Consumers Choice For Ghee
consumer choice for ghee
parag other
8% 2% amul
motherdairy 36%
10%
everyday
20%
anik
24%
SWOT ANALYSIS
Strength:

Demand profile: Absolutely optimistic.

Margins: Quite reasonable, even on packed liquid milk.
 Flexibility of product mix: Tremendous. With balancing equipment, you can keep

on adding to your product line.
 Availability of raw material: Abundant.
 Technical manpower: Professionally-trained, technical human resource.

Weakness

Perish ability: The product goes bad after certain period.
 Lack of control over yield: There is little control over milk yield.

However, increased awareness of developments like embryo
transplant, artificial insemination and properly managed animal
husbandry practices, coupled with higher income to rural milk
producers should automatically lead to improvement in milk yields.
 Logistics of procurement: Woes of bad roads and inadequate

transportation facility make milk procurement problematic.
 Problematic distribution: Yes, all is not well with distribution.

• OPPORTUNITIES:
 Wide product line.
 Can facilitate export.
• THREATS:
 Faces tough competition from: Nestle
Britannia
CONCLUSION
• Trustworthy of 1,000 million Indians .

• Also known for food brands.
• The company should execute butter after manufacturing should
reach to the Retailers within one month.
• The company should make policy for replacement of products.
• The company should make new distribution that does fair dealing,
optimum Allocation of terrorIties to the distributors.
• New avenues of advertising should be launched like glow sign
boards.
• Prices should be kept in comparison to competitor’s products so
that the company can earn more profit by selling large volumes.
O U
Y
N K
HA
T

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AMUL’S PRODUCTS

• Of high-quality products sold at reasonable prices

• No. of Producers: 2.28 million

• No. of Village Societies: 11,132

• Total Milk handling capacity: 6.7 million litres per day

• Milk collection (Total 2003-2004) 1.86 billion litres

• Milk collection (Daily Average 2002-03): 5.08 million litres

• Milk Drying Capacity: 510 metric Tons per day

• Cattlefeed manufacturing Capacity: 1450 Mts per day

GCMMF aims to market the dairy and agricultural products of co-operatives

GCMMF has declared that its business philosophy is as follows:

To serve the interests of milk producers and

Year Rs (Million) US$ (Million)

 2002-03 1140 355

Amul Butter Amul Lite

Amul Fresh Milk Chocolate Milk Amul Cheese Spreads

Flavoured Milk Amul Taaza Gouda Cheese

Mithai Mate Amul Pure Ghee Amul Ice Creams

Cooking Butter Kulfi Mix Amul Shrikhand

 Flexibility of product mix: Tremendous. With balancing equipment, you can keep

 Availability of raw material: Abundant.

 Technical manpower: Professionally-trained, technical human resource.

 Lack of control over yield: There is little control over milk yield.

 Logistics of procurement: Woes of bad roads and inadequate

 Problematic distribution: Yes, all is not well with distribution.

• Trustworthy of 1,000 million Indians .

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