Comparative Analysis of Amul India and Mother Dairy

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COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER

DAIRY
1
COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY
2
Acknowledgement
Table of Contents
CHAPTER I - INTRODUCTION....................................................................................... 5
2
3
1.1.
SUMMARY:...................................................................................................... 5
1.2.
OBJECTIVES OF THE STUDY:...........................................................................5
1.3.
ABOUT THE PRODUCT:................................................................................... 5
1.3.1.
Product Specifications:................................................................................5
1.3.2.
Product Features, Application and Market Availability:................................6
1.4.
COMPANY PROFILE:........................................................................................ 7
1.4.1.
Mother Dairy:.............................................................................................. 7
1.4.2.
Amul India:................................................................................................ 12
CHAPTER - II............................................................................................................. 19
2.1.
PRODUCT EVOLUTION:.................................................................................19
2.1.1.
Mother Dairy Milk...................................................................................... 19
2.1.2.
Amul Milk.................................................................................................. 19
2.2.
DETAIL OF THE MARKET...............................................................................20
2.2.1.
Mother Dairy:............................................................................................ 20
2.2.2.
Amul Milk.................................................................................................. 22
2.3.
COMPARISON OF SELLING PREPOSITIONS....................................................22
2.3.1.
Product:.................................................................................................... 22
2.3.2.
Price.......................................................................................................... 23
2.3.3.
Place......................................................................................................... 23
2.3.4.
Promotion:................................................................................................ 24
2.4.
POSITIONING MAP:....................................................................................... 25
CHAPTER - III............................................................................................................ 27
3.1.
HYPOTHESIS................................................................................................. 27
3.2.
SELECTION OF SAMPLE................................................................................27
3.2.1.
Data Analysis............................................................................................ 28
CHAPTER - IV............................................................................................................ 42
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4
4.1.
CONCLUSION:............................................................................................... 42
4.2.
RECOMMENDATIONS.................................................................................... 42
4.3.
LIMITATIONS:................................................................................................ 43
REFERENCES............................................................................................................ 44
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CHAPTER I - INTRODUCTION
1.1.
SUMMARY:
This chapter describes the introduction to the project in terms of objectives of the
study, company profiles which have been selected to be compared and about the
products:
Target Companies
Selected Products
1.2.
Amul India
Milk
Mother Dairy
Milk
OBJECTIVES OF THE STUDY:

To perform the comparative analysis between Amul Milk and Mother Dairy
Milk to understand their marketing and positioning strategy
To study the current market position of Amul Milk and Mother Dairy Milk
To compare the marketing mix of Amul Milk and Mother Dairy Milk
1.3.
ABOUT THE PRODUCT:
Company
Product Name
Description
Packing
Amul India
Mother Dairy
Amul Gold
Pasteurized milk Amul milk
meets the PFA standards for
the respective type of milk.
Poly Pack - 500ml, 1000ml,
5 Ltr *
* In Selected markets only
Mother Dairy Milk

Pasteurized milk, meets the
PFA
standards
for
the
respective type of milk
Poly Pack - 500ml, 1000ml
1.3.1.Product Specifications:
Company
Composition
Amul India
FAT(%) 6.0 min
SNF (%)* 9.0
min
Mother Dairy
FAT(%) 6.0 min
SNF (%)* 9.0
min
5
Shelf Life
Storage
condition
Serving Size
200 ml
250 ml
Amount per
100 ml
110 ml
Energy
87 kcal
87 kcal
Energy from FAT
54 kcal
54 kcal
Total FAT
6g
8g
Saturated FAT
3.7 g
3.9 g
Cholesterol
16 mg
16 mg
Total
5.0 g
5.0 g
Carbohydrate
Added Sugar
0g
0g
Protein
3.3 g
3.0 g
Calcium
150 mg
150 mg
Phosphorus
130 mg
130 mg
Sodium
50 mg
50 mg
Thiamine
42 mcg
42 mcg
Riboflavin
120 mcg
120 mcg
Niacin
100 mcg
100 mcg
Folic Acid
7.5 mcg
7.5 mcg
Vit. A(Retinol)
65 mcg
65 mcg
*Approx. values
48 Hours from the date of packing if kept under
refrigeration below 8C
Under Refrigeration (Below 8C)
1.3.2.Product Features, Application and Market Availability:

Company
Product
Features
Application
Market
Availability
Amul India
Amul Milk is the most hygienic
liquid milk available in the
market.
It is pasteurized in state-of-theart processing plants and
pouch-packed to make it
conveniently available to
consumers.
Direct consumption, Making of:
Tea or Coffee, Sweets, Khoa,
Curd, Buttermilk, Ghee
Gujarat, Delhi & NCR, Mumbai,
Kolkata, Kanpur, Lucknow,
Allahabad, Agra, Meerut,
Aligarh, Asansol, Nagpur,
Raipur, Indore, Bhopal, Jaipur,
Ajmer, Pushkar, Udaipur,
Mother Dairy
Packed with energy and
nutrition thats essential for
growing kids. It makes them
stronger from within and
keeps them active and
healthy.
Direct consumption, Making
of: Tea or Coffee, Sweets,
Khoa, Curd, Buttermilk,
Ghee
Delhi, Mumbai, Saurashtra
and Hyderabad
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Jodhpur, Pali , Pune, Nasi
1.4.
COMPANY PROFILE:
1.4.1.Mother Dairy:
Mother Dairy was set up in 1974 under the Operation

Flood Program. A wholly owned company of the National
Dairy
Development
Board
(NDDB),
Mother
Dairy
manufactures, markets & sells milk and milk products under

the Mother Dairy brand (Milk, Cultured Products, Ice Creams, Paneer and Ghee),
Dhara range of edible oils, Safal range of fresh Fruit & vegetables, Frozen
Vegetables, Processed Fruit & Vegetable Products, Fruit Pulps & Concentrates in bulk
aseptic packaging and fruit juices at a national level through its sales and
distribution networks for marketing food items.
Mother Dairy sources significant part of its requirement of liquid milk from dairy
cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers /
growers associations. Mother Dairy also contributes to the cause of oilseeds grower
cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking
to nationally market all Dhara products. It is Mother Dairys constant endeavor to
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ensure that milk producers and farmers regularly and continually receive market
prices by offering quality milk, milk products and other food products to consumers
at competitive prices and uphold institutional structures that empower milk
producers and farmers through processes that are equitable.
At Mother Dairy, processing of milk is controlled by process automation
whereby state-of-the-art microprocessor technology is adopted to integrate and
completely automate all functions of the milk processing areas to ensure high
product quality/ reliability and safety. Mother Dairy is an ISO 9001:2008 (QMS), ISO
22000:2005 (FSMS) and ISO 14001:2004 (EMS) certified organization. Mother Dairy
has Certificate of Approval from Export Inspection Council of India also. Moreover,
its Quality Assurance Laboratory is certified by National Accreditation Board for
Testing and Calibration Laboratory (NABL)-Department of Science and Technology,
Government of India.
Mother Dairy markets approximately 3.2 million liters of milk daily in the
markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy milk has a
market share of 66% in the branded sector in Delhi where it sells 2.5 million liters of
milk daily and undertakes its marketing operations through around 1400 retail
outlets and over 1000 exclusive outlets of Mother Dairy.
The company derives significant competitive advantage from its unique
distribution network of bulk vending milk booths, retail outlets and mobile units.
Mother Dairy ice creams launched in the year 1995 have shown continuous growth
over the years and today boasts of approximately 62% market share in Delhi and
NCR. Mother Dairy also manufactures and markets a wide range of dairy products
that include Butter, Mishti Doi, Paneer, Dahi, Ghee, Cheese, UHT Milk, Probiotic
Products, Lassi & Flavored Milk and most of these products are available across the
country.
Safal is the market leader in the organized fruit & vegetable retail business in
Delhi NCR where it sells an average of 300 MT/day through a network of 350+
exclusive retail outlets under brand name Safal/ Safal Pure Veg, supported by a
state-of-the-art large and ultramodern Central Distribution Facility located in Delhi
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with an annual capacity to handle and process 2,00,000 MT of fresh fruits and
vegetables. Safal today operates the largest number of F&V Stores in Delhi NCR and
has further expansion plans in place. Retail Outlets are also present in Bangalore
under the brand name Safal Daily Fresh.
Safal has a prominent presence in Export market spread across 40 countries
viz., USA, Europe, Russia, Middle East, Asia and Africa and exports Fresh Fruits &
Vegetables (Grapes, Banana, Gherkin, Onion, etc.), Fruit Pulp & Concentrate, Frozen
Fruits & Vegetables, etc. A state-of-the-art fruit processing plant of fruit handling
capacity of 15,000 MT annually, setup in 1996 at Mumbai supplies quality products
in the international market. With increasing demand another state-of-the-art fruit
processing plant has been set up at Bangalore with fruit handling capacity of around
50,000 MT annually.
The Dhara range of edible oils is marketed by Mother dairy. Today it is one of the
leading brand of edible oils and is available across the country in over 2, 00,000
outlets. The brand is known for its PURITY and focuses on the indigenous oil. The
brand is currently available in the following variants: Refined Vegetable Oil, Refined
Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil
and Filtered Groundnut Oil.
Mother Dairy has over the past 3 decades, harnessed the power of farmer
cooperatives to deliver a range of delicious products and bring a smile on your face.
Vision - Provide quality food and beverages to consumers at affordable prices while
ensuring fair returns to the producers.
Mission - Mother Dairys heritage is intrinsically linked to the cooperative
movement in India. With determination & pride we will continue to serve our
farmers, rural India & our consumers. Our values reflect who we are & what we
firmly believe in.
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Quality:
Mother Dairy is committed to deliver
products
which
meet
all
regulatory,
industrial, consumer Quality and Food

safety
requirements
to
our
valued
consumers.
Our continuous efforts focused on building
a sustainable Quality and Food Safety
Program across food chain, using state of
the art processes and innovative technologies towards delivering wide range of
Dairy and Food products.
Our systems are designed to have process monitoring and controls at each stage of
food chain towards Continual Improvements. We, assure that our valued consumers
are satisfied, each time they experience our product.
We achieve this by,
Implementing robust Mother Dairy Management System, which is an Internal

System, developed to meet the all Process Requirements based on National &
International Standards.
Implementing International Management System Standards (ISO)
Bench Marking, Best-In-Class requirements
Process Optimization : Constantly working on latest innovative Technologies
Capability Development across the Organization
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Auditing & Assessments : Mother Dairy has established a frame work for
Auditing & Assessments of Complete Food Chain
Consumer Satisfaction
It is our endeavor to create a culture of Total Quality where continuous

improvement of our people, processes and products becomes a way of life. At
Mother Dairy Innovation Centre, we have a dedicated team of Scientists who are
constantly collaborating international standards and best practices for Quality &
Food Safety in its products.
Product Quality:
Product Portfolio:
Milk
Mother Dairy maintains stringent measures to ensure the quality and purity of the
milk provided to its consumers. Each batch of incoming and outgoing milk is
subjected
to
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quality
tests
including
presence
of
foreign
matter
and
bacteriological tests. The quality of milk accepted and dispatched meets certain
predetermined standards. The milk goes through various processes such as
Clarification, Homogenization, Standardization and Pasteurization, to ensure that it
is safe for human consumption. Our motive for following such strict quality
measures is to ensure that there is no contamination while processing or packaging.
Mother Dairy promises its consumers that it will continue to produce products of the
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highest quality standard. Its Dairy products are processed & packed in ISO certified
plants & strict controls are exercised by quality assurance department on all the
plants. Most of our plants are certified for FOOD SAFETY MANAGEMENT SYSTEM.
Quality Assurance Laboratory at Mother Dairy Delhi is certified by National
Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of
Science and Technology, Government of India. All the operations in our organization
are manned by qualified & highly experienced personnel.
We at Mother Dairy focus on motivated & hard working, well qualified &
trained personnel in front end as well as back end operations. The dedicated Field
QA team ensures that the products manufactured at the plant are handled properly
once
the
products
dispatched
from
manufacturing
units.
Fruit & Vegetable:

Quality of Safal Produce starts from the field itself. Mother Dairy Quality Assurance
professionals constantly provide technical support to Farmers during all stages of
Supply chain (e.g. harvesting, handling, transportation and storage).
We, at Mother Dairy Monitor and Control the produce quality during material
receiving, processing and finished product stage against Company Standards &
Specifications. Our state of the art Manufacturing Operations are certified for
Quality Management System (ISO 9001: 2008) and Food Safety Management
System (ISO 22000: 2005). The Core purpose of Safal is to bring Fresh, Frozen and
Processed Fruit & Vegetable Quality products that form daily diet of the people.
Edible Oil:
Dhara uses sophisticated quality assurance instruments such as GLC, GCMS, HPLC,
HPTLC, Rancimat etc. to ensure that Dhara oils are 100 % pure. The unique
packaging material used for packing Dhara oil variants is food grade to ensure that
the oil packed in it remains hygienic and fresh.
1.4.2.Amul India:
Amul was started when milk became a symbol of protest. The company Founded in
1946 to stop the exploitation by middlemen, inspired by the freedom movement.
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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. The
exploitative trade practices followed by the local trade cartel
triggered off the cooperative movement. Angered by unfair
and manipulative practices followed by the trade, the farmers
of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a
solution. He advised them to get rid of middlemen and form their own co-operative,
which would have procurement, processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed
down by the cartel. Under the inspiration of Sardar Patel, and the guidance of
leaders like Morarji Desai and Tribhuvandas Patel, they formed their own
cooperative in 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd.
began with just two village dairy co-operative societies and 247 liters of milk and is
today better known as Amul Dairy. Amul grew from strength to strength thanks to
the inspired leadership of Tribhuvandas Patel, the founder Chairman and the
committed professionalism of Dr Verghese Kurien, who was entrusted the task of
running the dairy from 1950.
The then Prime Minister of India, Lal Bahadur Shastri decided that the same
approach should become the basis of a National Dairy Development policy. He
understood that the success of Amul could be attributed to four important factors.
The farmers owned the dairy, their elected representatives managed the village
societies and the district union, a they employed professionals to operate the dairy
and manage its business. Most importantly, the co-operatives were sensitive to the
needs of farmers and responsive to their demands.
At his instance in 1965 the National Dairy Development Board was set up
with the basic objective of replicating the Amul model. Dr. Kurien was chosen to
head the institution as its Chairman and asked to replicate this model throughout
the country.
Business Model:
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The Amul Model of dairy development is a
three-tiered
structure
societies
with
the
dairy
cooperative
at
the
village level federated under a milk union

at the district level and a federation of
member unions at the state level.
Establishment of a direct linkage

between
milk
consumers
producers
by
and
eliminating
middlemen
Milk Producers (farmers) control

procurement,
processing
and
marketing
Professional management
The Amul model has helped India to

emerge as the largest milk producer in
world.
More
than
15
million
the
milk
producers pour their milk in 1, 44,246
dairy
cooperative
societies across the country. Their milk is

processed in 177 District Co-operative
Unions
and
marketed
by
22
State
Marketing
Federations, ensuring a better life for millions.
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Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's

largest food product marketing organisation with annual turnover (2011-12) US$
2.5 billion. Its daily milk procurement is approx 13 million lit (peak period)
per day from 16,117 village milk cooperative societies, 17 member unions
covering 24 districts, and 3.18 million milk producer members.
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly
known as 'AMUL', 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. Its success has not only been emulated in India but serves as a
model
for
rest
of
the
World.
It
is
exclusive
marketing
organisation
of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and
has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such
networks in India. Its product range comprises milk, milk powder, health beverages,
ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional
Indian sweets, etc.
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GCMMF is India's largest exporter of Dairy Products. It has been accorded a

"Trading House" status. Many of our products are available in USA, Gulf Countries,
Singapore, The Philippines, Japan, China and Australia. GCMMF has received the
APEDA Award from Government of India for Excellence in Dairy Product Exports for
the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden
Trophy' for its outstanding export performance and contribution in dairy products
sector by APEDA.
For its consistent adherence to quality, customer focus and dependability, GCMMF
has received numerous awards and accolades over the years. It received the Rajiv
Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF
bagged India's Most Respected Company Award instituted by Business World. In
2003, it was awarded the IMC Ramkrishna Bajaj National Quality Award - 2003 for
adopting noteworthy quality management practices for logistics and procurement.
GCMMF is the first and only Indian organisation to win topmost International Dairy
Federation Marketing Award for probiotic ice cream launch in 2007.
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.
GCMMF - An Overview
Year of Establishment
Members
No. of Producer Members
No. of Village Societies
Total Milk handling capacity
per day
Milk Collection (Total - 201112)
Milk
collection
(Daily
Average 2011-12)
Milk Drying Capacity
Cattle feed manufacturing
Capacity
Sales Turnover -(2011-12)
1973
17 District Cooperative Milk Producers' Unions
(16 Members & 1 Nominal Members)
3.18 Million
16,117
13.67 Million liters per day
3.88 billion liters
10.6 million liters (peak 13 million)
647 Mts. per day
3690 Mts. per day
Rs. 11668 Crores (US $2.5 Billion)
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17
Member Unions:
Kaira District Cooperative Milk Producers' Union Ltd., Anand
Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana
Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar
Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur
Surat District Cooperative Milk Producers' Union Ltd., Surat
Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra
Valsad District Cooperative Milk Producers' Union Ltd., Valsad
Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad
Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar
Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar
Amreli District Cooperative Milk Producers Union Ltd., Amreli
Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
Kutch District Cooperative Milk Producers' Union Ltd., Anjar

Sales Turnover Rs (million) US $ (in million)
1994-95
11140
355
1995-96
13790
400
1996-97
15540
450
1997-98
18840
455
1998-99
22192
493
1999-00
22185
493
2000-01
22588
500
2001-02
23365
500
2002-03
27457
575
2003-04
28941
616
2004-05
29225
672
2005-06
37736
850
2006-07
42778
1050
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18
Sales Turnover Rs (million) US $ (in million)

2007-08
52554
1325
2008-09
67113
1504
2009-10
80053
1700
2010-11
97742
2172
2011-12
116680
2500
Product Portfolio:
Breadspreads
Amul Butter, Amul Lite, Delicious Table Margarine

Amul Pasteurized Processed Cheddar Cheese, Amul
Processed Cheese Spread, Amul Pizza (Mozarella)
Cheese Range
Cheese,Amul Emmental Cheese, Amul Gouda Cheese,

Amul Malai Paneer (cottage cheese), Utterly Delicious
Pizza
Amul Gold Full Cream Milk 6% fat, Amul Shakti
Fresh Milk
Standardised Milk 4.5% Fat, Amul Taaza Toned Milk

3% fat,Amul Slim & Trim, Amul Cow Milk
Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk,
UHT Milk Range
Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk,

Amul Fresh Cream
Amul Full Cream Milk Powder, Amulya Dairy Whitener,
Milk Powders
Sagar Skimmed Milk Powder, Amulspray Infant Milk

Food, Sagar Tea and Coffee Whitener
Amul Kool Flavored Milk, Amul Kool Cafe, Amul Kool
Milk Drink
Koko,Amul Kool Millk Shaake, Amul Kool Chocolate

Milk,Nutramul Energy Drink
Health Drink
Stamina Instant Energy Drink
Brown Beverage
Nutramul Malted Milk Food
Curd Products
Pure Ghee
Sweetened
Amul Milk (fresh curd), Amul Masti Spiced Butter

Milk,Amul Lassee, Amul Flaavyo Yoghurt
Amul Pure Ghee, Sagar Pure Ghee
Condensed Amul Mithaimate
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Milk
Mithaee Range (Ethnic Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul
Sweets)
Basundi,Avsar Ladoos
Ice-cream
Sundae Range, probiotic,,sugarfree and probiotic
Chocolate
& Amul Milk Chocolate, Amul Fruit & Nut Chocolate,
Confectionery
Amul Chocozoo, Amul Bindass, Amul Fundoo
CHAPTER - II
2.1.
PRODUCT EVOLUTION:
2.1.1.Mother Dairy Milk

In this booming period Mother Dairy is looking to take advantage of the
opportunities which are in galore available for all milk manufacturers. Mother Dairy Delhi was set up in 1974 under the Operation Flood Program. It is now a subsidiary
company of National Dairy Development Board (NDDB). Mother Dairy sources its
entire requirement of liquid milk from dairy cooperatives.
Mother Dairy milk (bulk vended) is fortified with vitamin A with 2000 IU per
litre as social accountability. This program started with the Mother Dairy, Delhi, in
February 1980. Thereafter the dairy continues this program on their own without
having any financial assistance from the government since it is felt that BVM is
generally consumed by the middle/lower middle/poor population. It is found that the
dietary practices adopted by these classes are deficient in Vitamin A. Mother Dairy
sources significant part of its requirement of liquid milk from dairy cooperatives.
Processing of milk is controlled by process automation whereby state-of-theart microprocessor technology is adopted to integrate and completely automate all
functions of the processing areas to ensure high product quality, reliability and
safety.
Mother Dairy markets approximately 4.8 million liters of milk daily in the
markets of Delhi, Mumbai, Saurashtra and Hyderabad. They have a market share of
19
20
66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and
undertakes its marketing operations through around 14,000 retail outlets and 845
exclusive outlets. As of April 2013, the dairy commands 71% and Amul commands
29% of market.
2.1.2.Amul Milk
Amul has spurred the White Revolution of India, which has made India the largest
producer of milk and milk products in the world. Amul's genesis is linked to the
freedom movement in India. Sardar Vallabh bhai Patel, an eminent Indian freedom
fighter encouraged the dairy farmers from the Kaira district in Gujarat to form
a cooperative to counter the 'exploitatively' low prices offered for their milk by the
monopoly milk Supplier of the area, Polson's Dairy. The dairy farmers met in
Samarkha (Kaira district, Gujarat) on the 4th of January 1946, and decided to set
up a milk producers' cooperative that would deal directly with the Bombay
government, the final buyer of their milk. This was the origin of the Anand model.
Initially, when the Bombay government refused to deal with the cooperative, the
farmers called a strike. The government finally relented when Bombay went without
milk for a fortnight. The successful union registered itself as the Kaira District
Cooperative Milk Producers' Union Ltd. (KCMPUL), Anand, in Gujarat in December
1946. And so did GCMMF and brand AMUL establish consequently. The main motto
of Amul is to help farmers i.e. Milk producers. Amul system works under objective of
highest possible compensation to the milk producers and lowest possible price to
consumers. Farmer are paid money in cash payment for the milk. Milk gives them
money for the daily necessities. Amul is the one who started using their profits for
the milk producers common good.
Over the last five and a half decades, Dairy Cooperatives in Gujarat have
created an economic network that links more than 3.1 million village milk producers
with millions of consumers in India. These cooperatives collect on an average
9.4 million liters of milk per day from their producer members, more than 70% of
whom are small, marginal farmers and landless labourers and include a sizeable
population of tribal folk and people belonging to the scheduled castes. The turnover
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of GCMMF (AMUL) during 201213 was
97.74 billion (US$1.77 billion). It markets
the products, produced by the district milk unions in 30 dairy plants.

2.2.
DETAIL OF THE MARKET
2.2.1.Mother Dairy:
Mother dairy ensures milk availability across all the retail outlets through a control
room set up at the dairy premises. The control room is very vital for efficient
distribution of milk to all the retail outlets. It organizes distribution routes so that
shops do not run out of milk. Each milk tanker is fitted with a wireless set. As soon
as the person in the control room learns that a shop is running out of milk,
he contacts the tanker nearest to the shop on wireless which then delivers the milk
to the shop.
Figure 2.1 Full Cream Milk Sales

Mother Dairy markets approximately 4.8 million liters of milk daily in the markets of
Delhi, Mumbai, Saurashtra and Hyderabad. They have a market share of 66% in the
branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes
its marketing operations through around 14,000 retail outlets and 845 exclusive
outlets. As of April 2013, the dairy commands 71% and amul commands 29% of
market.
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Figure 2.2 Tonned Milk Sales

2.2.2.Amul Milk
AMUL has the largest distribution network for any FMCG company. It has nearly 50
sales offices spread all over the country, more than 5 000 wholesale dealers and
more than 700 000 retailers. Amul became the world's largest vegetarian cheese
and the largest pouched-milk brand. AMUL is also the largest exporter of dairy
products in the country. AMUL is available today in over 40 countries of the world.
AMUL is exporting a wide variety of products which include Whole and Skimmed
Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee) and
Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa,
the Gulf Region, and SAARC neighbors, Singapore, The Philippines, Thailand, Japan
and China, and others such as Mauritius, Australia, Hong Kong and a few South
African countries.
Over the years Amul has been witnessing strong growth in this portfolio, with
the segment growing at 53%, as a result of growing consumer awareness and
demand for good quality milk, the urban population has especially been showing
great interest in long life UHT products like Amul Taaza, which are packed in Tetra
Pak cartons, which undergoes UHT treatment to remove all harmful microorganisms
22
23
while retaining the nutrition in the milk. Today Amul sells around 4-500,000 liters of
UHT milk and other value added products per day and forecast this demand to
continue growing at 25%.The UHT products have enabled Amul to position itself as
the market leader in packaged milk segment by penetrating the deeper and vast
markets by maintaining long shelf life of milk, without the need of maintain cold
supply chains.
Amul has installed an "Any Time Milk" machine dispenses a 300-ml pouch of
fresh milk for Rs 10, at Anand's Amul Dairy. As a first step, Amul plans to install six
such ATMs in Anand itself. According to Rahul Kumar, MD of Amul Dairy, Amul wants
to add a whole range of dairy products, which could be dispensed through these
machines.
2.3.
COMPARISON OF SELLING PREPOSITIONS
2.3.1.Product:
Amul India
Amul Gold is Pasteurized milk and
most hygienic liquid milk available in
the market.
Amul Gold is available in Poly Pack 500ml, 1000ml, 5 Ltr
Amul Gold can be used for Tea or
Coffee, Sweets, Khoa, Curd,
Buttermilk, Ghee
Amul Taaza is pasteurized milk and
most hygienic liquid milk available in
the market
Amul Taaza is available in Poly Pack 500ml, 1000ml, 200ml, 5 Ltr
It can be used for Direct
consumption, Making of: Tea or
Coffee, Sweets, Khoa, Curd,
Buttermilk, Ghee
Mother Dairy
Mother dairy full cream is wholesome and

packed with energy and nutrition thats
essential for growing kids It makes them
stronger from within and keeps them
active and healthy.
Mother Dairy Toned Milk is a perfect blend
of good health and wholesome taste. Its
an ideal choice for people in search of a
nutritionally balanced diet that does not
compromise on taste. It is the right way to
stay fit and fine, jolly and cheerful.
23
24
2.3.2.Price
Amul India
At the time Amul was formed, consumers
had limited purchasing power, and modest
consumption levels of milk and other dairy
products. Thus Amul adopted a low-cost
price strategy to make its products
affordable and attractive to consumers by
guaranteeing them value for money.
Amul's Taaza brand of toned milk that sold
for Rs 34 now costs Rs 36. In early 2013, it
was available for Rs 24-26 per litre. Amul
Gold, the full cream variant, now costs Rs
46 over Rs 44. The rate in 2013 was Rs
34-36 per litre.
Mother Dairy
Mother Dairy toned milk now costs Rs

36 per liter
Mother Dairy, the full cream variant,
now costs Rs 46
2.3.3.Place
Amul India
Mother Dairy
24
25
Currently Amul has 2.41 million producer

members with milk collection average of
5.08 million liters/day. Besides India, Amul
has entered overseas markets such as
Mauritius, UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong
and a few South African countries. Its bid
to enter Japanese market in 1994 had not
succeeded, but now it has fresh plans of
flooding the Japanese markets. Other
potential markets being considered
include Sri Lanka.
However, as far as other dairy

products are concerned, Mother Dairy
plans to expand across the board.
Other than milk, for most state
federations, dairy products are still a
small part of their operations. So they
are taking their products to regions
across India, where they see enough
market potential. In ice creams, it
was only two years ago that Mother
Dairy entered its first market outside
Delhi -UP and Punjab. Today, it's
extended its operation to Haryana,
Jaipur, Mumbai and Kolkata as well.
Next year, it plans to go south to
Hyderabad and Bangalore. In the
case of butter and cheese, it's
present across north India, Mumbai
and Kolkata, and has plans to enter
Bangalore by year-end. In UTH milk, it
has entered Mumbai and the milkshort areas of West Bengal and northeast. For ghee, although the current
focus is the northern region, it has
plans for a nationwide presence.
2.3.4.Promotion:
Amul India
Gujarat Co-operative Milk Marketing
Federation (GCMMF) has launched a
print and digital campaign for its
brand Amul.
Each ad of the campaign features a
person with a milk moustache who
Eats milk with every meal, and lists
exaggerated benefits of doing so
alongside nutritional benefits of Amul
products. The characters depicted
include a tennis player who wins
doubles playing alone; a man who lifts
the car to change the tyre; an office
geek who hasnt taken sick leave in
five years; and a young woman who
flaunts her out-of-the-shower look
24x7. Amuls dairy product range
including milk, butter, paneer, ice
cream and ghee are showcased.
Mother Dairy
On the marketing front, Mother Dairy
says it's trying to take its product
campaigns and communications to a
higher platform. For instance, in the case
of milk, the campaigns do not talk about
the obvious benefits - milk is good for
health, it has calcium and so on - but
rather it targets children and are created
around ideas such as "The country needs
you, grow faster".
25
26
Amul takes humour route, to say

Eat milk with every meal
2.4.
POSITIONING MAP:
26
27
Figure 2.3 Positioning Map
The above figure 2.3 shows the positioning map of Amul and Mother Dairy. Amul has
positioned it as a slow perishable and high on purity comparative to other milk
brands. On the second map, Amul has positioned as high on taste and health. On
the other hand, Mother Dairy has positioned as fast perishable as compared to Amul
however high on purity as compared to Amul. Mother Dairy is less healthy and low
on taste as compared to Amul.
27
28
CHAPTER - III
3.1.
HYPOTHESIS
In order to test the competitiveness and marketing effectiveness of Amul and

Mother Dairy, there are the following hypothesis have been tested.
H1: Amul is most salable brand than Mother Dairy
H2: Amul is more preferable choice among consumers
3.2.
SELECTION OF SAMPLE
The sampling method used was quota sampling with random selection. All eligible
retailers selling Amul and Mother Dairy milk during the study period were included
in the study. Data collection was carried out according to a schedule that was
prepared. Data was collected from the identified areas in Delhi and NCR regional
alternate weeks. According to Saunders et al, 2003, the universal sampling is
conducted by defining the target universe or segment of the respondents in
selected region.
Target Respondents: Retailers selling Amul and Mother Dairy Milk across Delhi
and NCR
Sample Size: 100 surveys
Sampling Method: Random Sampling Method is used
28
29
3.2.1.Data Analysis
Data analysis is the most important and critical part of the research. A robust
analysis technique should be adopted by the researcher to present the data
effectively. Therefore with this view the research has used Excel based graphs &
tables and percentage method to analyze and represent the data.
Q1. Do you sell below products?
Figure 4.1
Figure 4.1 shows that 89% respondents replied yes that they sell Amul Milk however
90% respondents replied yes that they sell Mother Dairy Milk.
Q2. How will you rate the quality of Amul Milk/ Mother Dairy Milk?
Amul Milk
Mother Dairy Milk
Excellent
31%
25%
Good
44%
43%
Average
19%
22%
Poor
6%
10%
29
30
Figure 4.2
Figure 4.2 shows that 31% respondents replied that Amul Milk has excellent quality
however 25% respondents replied that Mother Dairy Milk excellent quality, 44%
respondents replied that Amul Milk is good in terms of quality however 43%
respondents replied that Mother Dairy Milk is good in terms of quality
Q3. Which Milk brand is more demanding by the customer?

Amul Milk
Mother Dairy Milk
64%
36%
Figure 4.3
30
31
Figure 4.3 shows that 64% respondents replied that Amul Milk is more demanding
by the customer however 36% respondents replied that Mother Dairy Milk is more
demanding by the customer
Q4. How will you rate the packaging of Amul Milk/ Mother Dairy Milk in
terms of safety and attractiveness?
Amul Milk
Mother Dairy Milk
Excellent
30%
33%
Good
45%
46%
Average
22%
13%
Poor
6%
8%
Figure 4.4
Figure 4.4 shows that 30% respondents replied that Amul Milk has excellent
packaging in terms of safety and attractiveness however 33% respondents replied
that
Mother
Dairy
Milk
has
excellent
packaging
in
terms
of
safety
and
attractiveness. 42% respondents replied that Amul Milk has good packaging in
terms of safety and attractiveness however 46% respondents replied that Mother
Dairy Milk has good packaging in terms of safety and attractiveness.
31
32
Q5. How will you rate the Amul Milk/ Mother Dairy Milk in terms of
nutritive values?
Amul Milk
Mother Dairy Milk
Excellent
34%
30%
Good
40%
49%
Average
15%
11%
Poor
11%
10%
Figure 4.5
Figure 4.5 shows that 34% respondents replied that Amul Milk is excellent in terms
of nutritive values however 30% respondents replied that Mother Dairy Milk is
excellent in terms of nutritive values. 40% respondents replied that Amul Milk is
good in terms of nutritive values however 49% respondents replied that Mother
Dairy Milk is good in terms of nutritive values.
32
33
Q6. How will you rate the Amul Milk/ Mother Dairy Milk in terms of taste?
Amul Milk
Mother Dairy Milk
Excellent
24%
31%
Good
43%
45%
Average
23%
20%
Poor
10%
4%
Figure 4.6
of taste however 31% respondents replied that Mother Dairy Milk is excellent in
terms of taste. 43% respondents replied that Amul Milk is good in terms of taste
however 45% respondents replied that Mother Dairy Milk is good in terms of taste.
33
34
Q7. How will you rate the Amul Milk/ Mother Dairy Milk in terms of
healthiness?
Amul Milk
Mother Dairy Milk
Excellent
28%
22%
Good
46%
52%
Average
21%
19%
Poor
5%
7%
Figure 4.7
of healthiness however 22% respondents replied that Mother Dairy Milk is excellent
in terms of healthiness. 46% respondents replied that Amul Milk is good in terms of
healthiness however 52% respondents replied that Mother Dairy Milk is good in
terms of healthiness.
34
35
Q8. How will you rate the Amul Milk/ Mother Dairy Milk in terms of value
for money?
Amul Milk
Mother Dairy Milk
Excellent
25%
27%
Good
42%
43%
Average
18%
24%
Poor
15%
6%
Figure 4.8
of value for money however 27% respondents replied that Mother Dairy Milk is
excellent in terms of value for money. 42% respondents replied that Amul Milk is
good in terms of value for money however 43% respondents replied that Mother
Dairy Milk is good in terms of value for money.
35
36
Q9. How will you rate the pricing of Amul Milk/ Mother Dairy Milk?
Amul Milk
Mother Dairy Milk
High
18%
23%
Reasonable
75%
69%
Low
7%
8%
Figure 4.9
Figure 4.9 shows that 75% respondents replied that the pricing of Amul Milk is
reasonable however 69% respondents replied that the pricing of Mother Dairy Milk
is reasonable.
36
37
Q10. Amul Milk/ Mother Dairy Milk always available at your shop
Strongly
Amul Milk
Mother Dairy Milk
Agree
32%
38%
Strongly
Agree
49%
45%
Neutral
5%
6%
Disagree
8%
5%
Disagree
6%
6%
Figure 4.10
Figure 4.10 shows that 32% respondents were strongly agreed with the fact that
Amul Milk always available at their shops however 38% respondents were strongly
agreed with the fact that Mother Dairy Milk always available at their shops. 49%
respondents were agreed with the fact that Amul Milk always available at their
shops however 45% respondents were agreed with the fact that Mother Dairy Milk
always available at their shops.
37
38
Q11. How will you rate the distribution system of Amul Milk/ Mother Dairy
Milk?
Amul Milk
Mother Dairy Milk
Excellent
21%
22%
Good
44%
47%
Average
27%
24%
Poor
8%
7%
Figure 4.11
Figure 4.11 shows that 21% respondents replied that Amul Milk has excellent
distribution system however 22% respondents replied that Mother Dairy Milk has
excellent distribution system. 44% respondents replied that Amul Milk has good
distribution system however 47% respondents replied that Mother Dairy Milk has
good distribution system.
38
39
Q12. How will you rate the promotional efforts of Amul Milk/ Mother Dairy
Milk?
Very
Amul Milk
Mother Dairy Milk
Effective
23%
22%
Effective
56%
53%
Not
Not
at
Effective
5%
10%
Effective
16%
15%
all
Figure 4.12
Figure 4.12 shows that 23% rated the promotional efforts of Amul Milk as very
effective however 22% rated the promotional efforts of Mother Dairy Milk as very
effective. 56% rated the promotional efforts of Amul Milk as effective however 53%
rated the promotional efforts of Mother Dairy Milk as effective.
39
40
Q13. How will you rate the TV advertisement of Amul Milk/ Mother Dairy
Milk?
Very
Amul Milk
Mother Dairy Milk
Effective
31%
32%
Effective
47%
49%
Not
Not
at
Effective
14%
8%
Effective
8%
11%
all
Figure 4.13
Figure 4.13 shows that 31% rated the TV advertisement of Amul Milk as very
effective however 32% rated the TV advertisement of Mother Dairy Milk as very
effective. 47% rated the TV advertisement of Amul Milk as effective however 49%
rated the TV advertisement of Mother Dairy Milk as effective.
40
41
Q14. How will you rate the print media advertisement of Amul Milk/
Mother Dairy Milk?
Very
Amul Milk
Mother Dairy Milk
Effective
29%
33%
Effective
48%
45%
Not
Not
at
Effective
12%
15%
Effective
11%
7%
all
Figure 4.14
Figure 4.14 shows that 29% rated the print media advertisement of Amul Milk as
very effective however 33% rated the print media advertisement of Mother Dairy
Milk as very effective. 48% rated the print media advertisement of Amul Milk as
effective however 45% rated the print media advertisement of Mother Dairy Milk as
effective.
41
42
Q15. How will you rate the online advertisement of Amul Milk/ Mother
Dairy Milk?
Very
Amul Milk
Mother Dairy Milk
Effective
25%
30%
Effective
54%
52%
Not
Not
at
Effective
13%
14%
Effective
8%
4%
all
Figure 4.15
Figure 4.15 shows that 25% rated the online advertisement of Amul Milk as very
effective however 30% rated the online advertisement of Mother Dairy Milk as very
effective. 54% rated the online advertisement of Amul Milk as effective however
52% rated the online advertisement of Mother Dairy Milk as effective.
42
43
CHAPTER - IV
4.1.
CONCLUSION:
In todays competitive world while entering in the market it is very necessary to

have good knowledge of the potential of a particular market. The information
regarding the activities of competitors existing in the market so that we can plan
our each activity according to that. It is also necessary to retain the existing
customers apart from attracting the new customers. The final outcome of the
project is that the parameters which hinder the sale of milk products of Mother dairy
and Amul are Price, Quality, Service and Taste. Milk market is a totally unpredictable
market and the organization should be over-cautious of any complaints that come
into milk as it includes the sentiments of a mother for her kid and she would not
prefer to give anything to her kid for which she is not 100% satisfied. So the
company should take every step possible to contain these problems which in some
way or the other affects the sale of Mother dairy and Amul and its retailers. It is
concluded that Mother dairy milk i.e. Single Toned milk has a high potential in the
market and it is the known to its customers and its acceptance is comparatively
higher as of other variants and competitors present in the market, on the other side
most of the consumer continuously using Amul gold milk and they do not want to
switch over to other brand.
43
44
4.2.
RECOMMENDATIONS
Both companies can cut costs for some period of time followed immediately
by strong advertising. As we have seen during the research that most of
institutions give most preference to the margin provided to them on milk
(except coffee outlets). As the quality and taste and availability of mother
dairy milk are best in market and local milk companies good margin to them,
Price remains the main criteria of institutional milk sales.
Can start schemes like cash prizes or foreign trips on scratching the barcode
on the packet
Locate the institutions using competitors milk and provide them attractive
offers to increase the market share so that at least the big competitors will
not try to expand.
Mergers and Acquisition in the milk industry with local players help the
company in increasing its distribution network and Market share. Following
this both companies can buy the milk from local dairies taking over their
business which is substantial in terms of market share
Both companies should introduce a mascot for the milk. This will help in easy
Brand differentiation and Recognition.
Efficiency in distribution
Remove communication barriers and misconceptions between the Institutions

and distributors by effective communication with institutions time to time.
4.3.
LIMITATIONS:
Biasness on the part of respondents: Some respondents were not ready to
reveal the true information.
Time Consuming-Many respondents do not return the Questionnaire in time

despite of several reminders.
Inaccurate access-Risk of colleting incomplete and wrong information as

people are unable to understand questions properly.
Non response-many people do not respond and returned the questionnaire

without answering all questions.
Questionnaire method cannot be used for illiterate persons.

44
45
REFERENCES
Empowerment Case Studies: National Dairy Development Board
www.indiadairy.com
Opportunities and Challenges in the Indian Dairy Industry Dr. K. G. Karmakar

and Dr. G. D. Banerjee
Candler, W. and N. Kumar (1998) India: The Dairy Revolution: Impact of Dairy
Development in India and the World Banks Contribution, The World Bank
Operation Evaluation Department (OED), Washington, D.C.: The World Bank.
Chahal, S. S. and Gill, G. S. (1988) Milk cooperatives for rural development in

Punjab. Kurukshetra, 36 (5): 12-15.
Rajan, S. R. G. (1990) Growth of dairy industry in Andhra Pradesh. Indian

Dairyman. 42 (3): 93-95.
45
46
Rao, S. V. N., V. Venkatasubramanian and B.S. Rao, (1995) Constraints of

dairy development in India: A review. Indian Journal of Animal Production and
Management, 111(4): 177-185.
Sharma, K. N. S., J. Chander and S. Singh, (1974) A study in the procurement

of milk by organized sector of dairy industry in India. Indian Dairyman. 26 (3):
107-111.
Sharma, K.N.S., S. Singh and J. Chander (1974) Marketing and distribution of

fluid milk through organized sector of dairy industry in India. Indian
Dairyman, 26 (5): 187-192.
Shukla, R.K. and S.D. Brahmankar (1999) Impact Evaluation of Operation

Flood on Rural Dairy Sector, National Council of Applied Economic Research,
New Delhi, pp. 58-60.
SAMPLE QUESTIONNAIRE
Q1. Do you sell below products?
Yes
No
Amul Milk
Mother Dairy Milk
Q2. How will you rate the quality of Amul Milk/ Mother Dairy Milk?
Excellent
Good
Average
Poor
Amul Milk
46
47
Mother Dairy Milk
Q3. Which dahi is more demanding by the customer?
Amul Milk
Mother Dairy Milk
Q4. How will you rate the packaging of Amul Milk/ Mother Dairy Milk in terms of
safety and attractiveness?
Excellent
Good
Average
Poor
Amul Milk
Mother Dairy Milk
Q5. How will you rate the Amul Milk/ Mother Dairy Milk in terms of nutritive values?
Excellent
Good
Average
Poor
Amul Milk
Mother Dairy Milk
Q6. How will you rate the Amul Milk/ Mother Dairy Milk in terms of taste?
Excellent
Good
Average
Poor
Amul Milk
Mother Dairy Milk
Q7. How will you rate the Amul Milk/ Mother Dairy Milk in terms of healthiness?
Excellent
Good
Average
Poor
Amul Milk
Mother Dairy Milk
Q8. How will you rate the Amul Milk/ Mother Dairy Milk in terms of value for money?
Excellent
Good
Average
Poor
Amul Milk
Mother Dairy Milk
Q9. How will you rate the pricing of Amul Milk/ Mother Dairy Milk?
High
Reasonable
Low
Amul Milk
Mother Dairy Milk
47
48
Q10. Amul Milk/ Mother Dairy Milk always available at your shop
Strongly
Agree
Strongly
Agree
Neutral
Disagree
Disagree
Amul Milk
Mother Dairy Milk
Q11. How will you rate the distribution system of Amul Milk/ Mother Dairy Milk?
Excellent
Good
Average
Poor
Amul Milk
Mother Dairy Milk
Q12. How will you rate the promotional efforts of Amul Milk/ Mother Dairy Milk?
Very
Effective
Not
Effective
Effective
Not at all Effective
Amul Milk
Mother Dairy Milk
Q13. How will you rate the TV advertisement of Amul Milk/ Mother Dairy Milk?
Very
Effective
Not
Effective
Effective
Amul Milk
Mother Dairy Milk
Q14. How will you rate the print media advertisement of Amul Milk/ Mother Dairy
Milk?
Very
Effective
Not
Effective
Effective
Amul Milk
Mother Dairy Milk
Q15. How will you rate the online advertisement of Amul Milk/ Mother Dairy Milk?
Very
Effective
Not
Effective
Effective
Amul Milk
Mother Dairy Milk
48
49
49

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1

COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER

OBJECTIVES OF THE STUDY:...........................................................................5

ABOUT THE PRODUCT:................................................................................... 5

Product Features, Application and Market Availability:................................6

Mother Dairy Milk...................................................................................... 19

DETAIL OF THE MARKET...............................................................................20

COMPARISON OF SELLING PREPOSITIONS....................................................22

OBJECTIVES OF THE STUDY:

ABOUT THE PRODUCT:

Mother Dairy Milk

COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY

1.3.2.Product Features, Application and Market Availability:

Jodhpur, Pali , Pune, Nasi

Mother Dairy was set up in 1974 under the Operation

manufactures, markets & sells milk and milk products under

industrial, consumer Quality and Food

Implementing robust Mother Dairy Management System, which is an Internal

Implementing International Management System Standards (ISO)

Bench Marking, Best-In-Class requirements

Process Optimization : Constantly working on latest innovative Technologies

Capability Development across the Organization

It is our endeavor to create a culture of Total Quality where continuous

Fruit & Vegetable:

village level federated under a milk union

Establishment of a direct linkage

Milk Producers (farmers) control

The Amul model has helped India to

producers pour their milk in 1, 44,246

societies across the country. Their milk is

Federations, ensuring a better life for millions.

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's

GCMMF is India's largest exporter of Dairy Products. It has been accorded a

Kaira District Cooperative Milk Producers' Union Ltd., Anand

Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana

Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar

Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur

Surat District Cooperative Milk Producers' Union Ltd., Surat

Baroda District Cooperative Milk Producers' Union Ltd., Vadodara

Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra

Valsad District Cooperative Milk Producers' Union Ltd., Valsad

Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch

Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad

Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot

Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar

Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar

Amreli District Cooperative Milk Producers Union Ltd., Amreli

Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar

Kutch District Cooperative Milk Producers' Union Ltd., Anjar

Sales Turnover Rs (million) US $ (in million)

Amul Butter, Amul Lite, Delicious Table Margarine

Cheese,Amul Emmental Cheese, Amul Gouda Cheese,

Standardised Milk 4.5% Fat, Amul Taaza Toned Milk

UHT Milk Range

Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk,

Sagar Skimmed Milk Powder, Amulspray Infant Milk

Koko,Amul Kool Millk Shaake, Amul Kool Chocolate

Stamina Instant Energy Drink

Nutramul Malted Milk Food

Amul Milk (fresh curd), Amul Masti Spiced Butter

Condensed Amul Mithaimate

Sundae Range, probiotic,,sugarfree and probiotic

& Amul Milk Chocolate, Amul Fruit & Nut Chocolate,