7.

Introduction

Amul is an Indian dairy cooperative society based out of Anand that lies in
Gujarat. The word 'Amul' is derived from the Sanskrit word ‘Amulya’ which means
priceless or precious. This case study on Amul discusses the history of Amul, its
business model, revenue, and the key factors behind Amul's success.

Founded in 1946, Amul is managed by the Gujarat Co-operative Milk Marketing

Federation Ltd. (GCMMF), a cooperative body that comprises 3.6 million milk
producers of Gujarat today.

Amul started India's White Revolution which made India the world's biggest
maker of milk and milk products. Amul was founded by Tribhuvan |Das Patel under
the direction of Sardar Vallabh bhai Patel, the first deputy prime minister of India.
 The Kaira District Milk Union Limited was then conceived in 1946.
Tribhuvandas headed the organization until his death in the 70s. He spoke to Dr.
Verghese Kurien in 1949 and persuaded Dr. Kurien to assist in the mission of the
White Revolution. Dr. Verghese Kurien is widely considered the founder of Amul.

May 9, 2021 - On the occasion of Mother's Day, Amul dedicated a new doodle
to all the mothers. It features Amul's mascot feeding milk to a child in a bottle.

April 18, 2021 - Gujarat Co-operative Milk Marketing Federation Ltd (that
markets the Amul brand) reached out to AAR on the flavored milk taxable under
GST. The brand deals with flavored milk products Amul Kool/Amul Kool Café.
Thereby, the Gujarat Authority for Advance Ruling (AAR) said - "Flavored milk is
basically 'beverage containing milk' and will attract 12% GST"
Amul – About and Company

Founder Verghese Kurien, Tribhuvandas Kishibhai Patel

CEO R.S. Sodhi (30 Jun 2010 - Present)

Founded December 14, 1946

Headquarters Anand, Gujarat

Website amul.com

Amul Full-Form Anand Milk Union Ltd.

Revenue INR 38,550 crores (US$5.4 billion), 2020

Gujarat Co-operative Milk Marketing Federation

Managed by
Ltd.
Amul - Founders and Owner

Verghese Kurien and Tribhuvandas Kishibhai Patel founded Amul. R S Sodhi is

the CEO of Amul since June 30, 2010.

Amul is a cooperative brand managed by a cooperative body, the Gujarat Co-

operative Milk Marketing Federation Ltd (GCMMF). Today, it is jointly owned
by 36 lakh milk producers in Gujarat, and the apex body of 13 District Milk Unions
spread across 13,000

Verghese Kurien – Biography

Born 26, November, 1921

Birthplace Kozhikode, Kerala, India

Nationality Indian

Died 9, September, 2012

Place of Death Nadiad, Gujarat, India

Life-span 90 years
Education University of Madras; Michigan State University

Profession Social Entrepreneur

Founded Amul, National Dairy, Institute of Rural, Management,

Anand (IRMA)

Secured Position General Manager & later Chairman of NDDB

and IRMA

Also known as Milkman of India; Father of the White Revolution

of India

Spouse Molly Kurien

Daughter Nirmala
Tribhuvandas Kishibhai Patel – Biography
Born 22 October 1903, Bombay Presidency

Died 3 June 1994, Anand

Founded Amul, Tribhuvandas Foundation

Party Indian National Congress

Awards Ramon Magsaysay Award for Community Leadership,

Padma Bhushan
Amul - History and The White Revolution

Here's a brief analysis of Amul's history and how Amul contributed to the
White Revolution. Amul cooperative was registered on 19 December 1946 as a
reaction to the exploitation of local milk producers by the dealers and the agents of
the main dairy of that time, the Polson dairy. The price of milk was randomly
determined. The government had given monopolistic rights to Polson to collect milk
from Kaira dairy farmers and supply it to the city of Mumbai.

Agitated by this treatment, the farmers of Kaira approached Sardar Vallabhbhai

Patel under the administration of their leader Tribhuvandas K. Patel. Sardar Patel
advised them to frame an organization, i.e., Kaira District Co-usable Milk
Producers' Union (KDCMPUL), and supply milk directly to the Bombay Milk
Scheme rather than relying on Polson. He sent Morarji Desai to sort out the issues
faced by the farmers.

Milk collection was decentralized as most of the makers were minor farmers
who could provide 1–2 liters of milk each day. Cooperatives were framed for every
town.
 By June 1948, KDCMPUL had begun pasteurizing milk for the 'Bombay
Milk Scheme'. Under the leadership of Tribhuvandas Patel, Amul celebrated its 25th
Anniversary in 1973 with Morarji Desai, Maniben Patel, and Verghese Kurien.

History-
Amul cooperative was registered on 19 December 1946, as a response to the
exploitation of marginal milk producers by traders and agents in small cities. The
prices of milk were arbitrarily determined at the time. The government had given
Polson an effective monopoly in milk collection from Kaira and its subsequent supply
to Mumbai.
Angered by the unfair trade practices, the farmers of Kaira approached Sardar
Vallabhbhai Patel under the leadership of local farmer leader Tribhuvandas K. Patel.
He advised them to form a cooperative (Kaira District Co-operative Milk Producers'
Union) and supply milk directly to
the Bombay Milk Scheme instead
of Polson (who did the same but gave
them low prices). He sent Morarji
Desai to organize the farmers. In
1946, the milk farmers of the
area went on a strike which led to the
setting up of the cooperative to
collect and process milk. Milk
collection was decentralized, as
most producers were marginal
farmers who could deliver, at most,
1–2 liters of milk per day.
Cooperatives were formed for each
village, too. By June 1948, the
KDCMPUL had started
pasteurizing milk for the Bombay
Milk Scheme. Then-Prime Minister Lal Bahadur Shastri visited Anand to inaugurate
Amul's cattle feed factory. On 31 October 1964, and sporganizationin the village and

spoke to farmers about their cooperative and after returning to Delhi, he set in motion

the creation of an organization, the National Dairy Development Board (NDDB), to

replicate the Kaira cooperative in other parts of India. Under the leadership of
Tribhuvandas Patel, in 1973, Amul celebrated its 25th Anniversary with Morarji

Desai, Maniben Patel, and Verghese Kurien.

Under the leadership of Tribhuvandas Patel, the cooperative was further developed
through the efforts of Verghese Kurien and H. M. Dalaya. Dalaya's innovation of
making skim milk powder from buffalo milk was a technological breakthrough that
revolutionized India's organized dairy industry.

With Kurien's help, the process was expanded on a commercial scale which led to the
first modern dairy of the cooperative at Anand. This cooperative would go on to

compete against established players in the market.

The trio's (T. K. Patel, Kurien, and Dalaya's) success at the cooperative's dairy soon
spread to Anand's neighborhood in Gujarat. Within a short span, five unions in other
districts – Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat – were set up,
following the approach sometimes described as the Anand pattern.

Amul - Business Model and Organization Structure

 Amul pursues a unique plan of action in which 'esteem for cash' items are
given to its purchasers while securing the premiums (as a proprietor) of the milk-
producing farmers who are its providers. As milk is a transient item, the rancher could
endure a misfortune on the off-chance that it isn't sold before the part of the bargain.

Structure of the Organization

The cooperative model used by Amul came to be known as the "Anand

design" cooperative framework. It is a three-level structure that involves town social
orders, region-level dairy associations, and a state-level organization. Every level is
financially free of the others and involves agents selected from the level below it.

It is fairly simple to understand. When one person does not have enough funds
to generate the required capital for the company, other members with the same
intention pool their resources together to make a whole organization that has
substantial capital. The cooperative model is highly advantageous as it ensures faith in
the brand. Even banks prefer to loan money to cooperative businesses over individual
ownership. Today, Amul constitutes 30 Lakh farmers from all over India.

Situated in the town of Anand, the Kaira District Milk Cooperative Union

(Amul) has grown exponentially. It held hands with other milk cooperatives in
Gujarat and now covers 2.12 million farmers, supporting 10,411 towns' milk. It
focuses on fourteen area-level plants (associations) under the general supervision of
GCMMF.
Since the beginning, there was an assumption that this activity would directly profit
and change poor farmers and add to the improvement of society. Markets, at that point
and even today, are crude and poor in the foundation. Amul and
GCMMF recognized that improvement and development couldn't be left to market
powers and that proactive intercession was required.

Two key necessities were distinguished. –

First, that continued development for the long haul would rely upon
coordinating free market activity. It would require an overwhelming interest in the
synchronous advancement of providers and customers.

Second, the powerful administration of the system and business feasibility would
require proficient administrators and technocrats.

The Three-tier Model of Amul

Amul is a brilliant organization that works with simplicity yet perfection. It

follows a three-step process where each body functions effectively. The three tiers
include:

Village Dairy Cooperative Society - Each manufacturer is a part of the

village dairy cooperative society that is a community for manufactures.

District Milk Unions - Village Dairy Cooperative Society members elect their
representatives who together form District Milk Union.
 State Milk Federation - This federation is responsible for the distribution and
selling of products in the market.

Amul as the Umbrella Brand

The system pursues an umbrella marking technique. Amul is the basic brand
for most item classifications created by different associations: fluid milk, milk
powders, margarine, ghee, cheddar, cocoa items, desserts, frozen yogurt, and
consolidated milk. Amul's sub-brands incorporate variations, for example,
Amulspray, Amulspree, Amulya, and Nutramul.

The palatable oil items are assembled around Dhara and Lokdhara,
mineral water is sold under the Jal Dhara brand while natural product
beverages bear the Safal name. By demanding an umbrella brand, GCMMF
skillfully maintained a strategic distance from association clashes and created an
open door for the patrons to coordinate in creating items.

Amul's Development of Products

Amul's item improvement was driven both by the soul of the cooperative
framework and productivity. Being a farmers' cooperative, Amul was focused on
purchasing all the milk offered by the former. The transitory idea of milk made it
important for Amul to process the surplus milk and enter new item classifications as
the generation expanded.
1.Margarine and Butter

Propelled in 1955, margarine was one of the main milk items offered by Amul. It
was additionally the first run-through Amul effectively tested on the authority of a
built-up brand. Amul uprooted Polson to rise as the undisputed pioneer in margarine
advertisement.

2.Cheese and Cheddar

GCMMF propelled cheddar in 1959 followed by cheddar powder in the mid-
1970s. The notoriety of cheddar expanded during the 1980s.

Amul was the market chief in the Gujarat entire milk showcase with a 90% piece of
the pie in 2002; aside from providing milk to parts of Maharashtra and Rajasthan.

Factors that led to Amul's Success

The Amul Girl (The Amul Advertising Campaign)

In 1966, Amul hired Sylvester da Cunha, the managing director of an advertising

agency, to design an ad campaign for Amul Butter. DaCunha designed the campaign
as a series of hoardings with topical ads that related to day-to-day issues. It was
popular and earned a Guinness World Record for the longest-running ad campaign
in the world.
In the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar were
roped in for sketching Amul's ads. But Dabholka rejected the trend of using
celebrities in advertisement campaigns. Dabholkar credited chairman Verghese
Kurien for creating a free atmosphere that encouraged the development of the ads.

The Amul girl is the advertising mascot used by the company to promote
the brand. The brand has been cleverly using the cartoon figure in its longest-
running ad campaign. The Amul girl is used to insert an element of humor into its
print ads.

Indians have liked Amul's advertisements and the brand has seen higher customer
engagement. The brand recall value for Amul increased. The Amul girl advertising
campaign is often described as one of the best Indian advertising concepts.

Amul's Innovation

Amul has constantly been innovating, be it launching new products, creative

marketing campaigns, or challenging traditional societal trends to come up with better
ones. As mentioned, Amul in the 1960s became the first brand in the world to make
skimmed milk powder from buffalo milk.

Also with its three-tiered cooperative structure, Amul transitioned from traditional
operations to a more cost-efficient and effective structure. For its continuous
innovation, Amul won the “CNN-IBN Innovating for Better Tomorrow
Award” and “World Dairy

Innovation Award” in the year 2014.

Efficient Supply Chain of Amul

Amul follows a three-tier cooperative structure. It consists of a dairy cooperative
society at the village level that is affiliated with milk unions at the district level which
in turn get federated to a milk federation at the state level. Milk is collected at the
village dairy society, obtained and processed at the district milk union, and marketed
at the state milk federation.

Amul follows a three-tier cooperative structure. It consists of a dairy cooperative

society at the village level that is affiliated with milk unions at the district level which
in turn get federated to a milk federation at the state level. Milk is collected at the
village dairy society, obtained and processed at the district milk union, and marketed
at the state milk federation.

Coordinating Nature of Amul

Amul follows the 'branded house architecture' way wherein whatever it

promotes is done under a common brand name – Amul. The prime focus is on
promoting the parent brand rather than individual products; this helps Amul gain more
brand visibility and spend lesser on marketing and advertising costs.

Given the enormous number of associations and substances in the inventory

network and decentralized duty regarding different exercises, successful coordination
is basic for effectiveness and cost control. GCMMF has understood this procedure
well and accomplishes the level of control.
Amul Marketing Strategies & Branding Strategy

The first time I came across Amul was when the catchy tune of ‘Amul Doodh
Peetha Hai India’ rang from the television. I was, maybe six years of age. Thirteen
years later, I still encounter some variation or the other and it evoked memories as
always. Some brands are, for a long time successful, but few managed to touch our
hearts. So, how did Amul manage that? Let's take a look at the various Marketing
Strategies of Amul, its advertising strategy, Amul's Marketing Mix, STP
Analysis, Pricing Strategy & more.

The first aspect of the marketing strategy of Amul is branding. The major chunk
that led to the Success of Amul is its Branding strategies. We are all aware
of Amul’s tagline- ‘The taste of India’. The tagline banished the notion that bread
and butter are a staple of only the British breakfast and pulled nationalism in.
The never-aging girl who wore a polka-dotted dress, with blue hair and an
orange face was the company’s icon. Amul marketed all of its products under a
single name, which led

to advertising merely costing one percent of its revenue.

The second aspect of Amul's marketing strategy was Amul’s product portfolio.
Amul’s variety of products catering to a large audience. While certain brands such as
London diary, Baskin Robbins, etc., managed to capture few regional (ice cream)
markets where they cater to high-end customers, Amul secured their standing in the
overall dairy market. Their main target audience was however the middle and

economic classes. The simple reason behind their retention of customers is because of
the product pricing, which is discussed next.

Amul's Low-Cost Pricing Strategy

The third aspect is product pricing. It is one of the best promotional

strategies adopted by Amul. It opted for a low-cost pricing strategy for products that
are consumed regularly. This pricing strategy of Amul made it affordable for its
target audience. Increasing the price of goods proportional to their audience’s increase
in income helped them retain their customer base. A competitive pricing strategy,
such as a one-on-one offer, was adopted for products facing heavy competition.

One such product line is ice cream. As Amul is a co-operative, it aimed to get the best
price for
the
producer
as well
as the
consumer, unlike certain companies that focused only on profit. But being an FMCG
company surely involved a well-planned production, storage, and distribution network
which is expensive. Yet Amul sold goods at affordable prices. How did they do that?

A well-planned and executed logistics and supply chain model was incorporated.

Amul was a three-tier cooperative structure.

At the village level, there were cooperative societies producing milk

At the district level, there were milk unions with processing centers

At the state level, there were milk federations responsible for consolidation

This transparent model led to maximum returns for the suppliers- the farmers. As the
prices increased, their income accordingly increased as well. Also, co-operatives are
one big family. Surplus products were sent to areas with high demand and vice versa.
So, that was the Amul distribution strategy. All the above-mentioned factors were
75 percent. Without the 25 percent, 75 percent was as good as zero. So what was the
25 percent?

Various categories of products from Amul

Looking for wide number of products from Anand Milk Union Limited
(AMUL). There are wide ranges of products from Amul and these products are used
by millions of homes in India, as it is said rightly as "Taste of India". If you are
looking for these high quality products, then you have stepped in to the right place,
where in you can get to know many products at reasonable price from Amul. Various
products from Amul such as Amul Butter, Milk Powder, Ghee, Cheese, Chocolates,
Ice cream, Milk can be known here.

Amul Product and its brand range

Amul Product focused on bringing more productive products and expanding the
market rapidly. It was founded in 1946. It has a history of over 75 years and its
business has grown tremendously stepping at higher growth and satisfying consumer
needs by giving higher and superior quality of brands. Their brand name including the
features, quality, reasonable price, would help them in growth of rapid sales and
keeping trust of around million of Indians using this product every single day by
marking it as the best and a reasonable product. Amul cares for its huge customers
and tries to offer them the best products at best price.

Amul and its product

It consists of wide ranges of products which are outlined below:

Amul Bread Spreads Range

Amul Beverage Range / Milk Drinks
Amul Powder Milk Range
Amul PRO
Amul Fresh Milk Range
Amul Cheese Range
Amul Cooking Range
Amul Dhai Range
Amul Mithai / Desserts Range
Amul Health Drink
Amul Chocolates
Amul Icecreams
Amul's New Products
Amul Bread Spreads Ranges

Amul has varieties of Bread Spreads ranges and are preferred by many consumers on
a daily basis. These are outlined below.
Amul Butter

Amul Butter is made up of pure milk fat. It consists of 100g, 500g, 50g, 20g, and 8.1g
packing. It can be eaten with bread, paratha, roti, nans, and sandwiches.

Amul

Amul Lite
Amul Lite is a low cholesterol, low calorie and low fat bread spread. It is available in
100g, 500g, and 200g packing. It is been used for topping on parathas, pav-bhaji, and
also for preparation of cakes.

Amul

Delicious Table Margarine

Delicious Table Margarine is the substitute of butter. Margarine is prepared from

vegetable oils and fats. It contains zero cholesterol and fortified with vitamin A & D.
100g, 500g, 200g tub & Single serve pack are available.

Amul Beverage Range / Milk Drinks

Amul Kool Milk Shaake

Amul Kool Millk Shaake comes with four awesome flavours which are Banana,
Mango, Strawberry and Badam. The price of this is Rs. 22 for 220 ml can. These are
also sold in tetra pack in three flavours i.e. Mango, Strawberry and Banana. The price
of this is Rs 15 for 180 ml tetra brick. It is rich in nutrients and is the healthiest drink
against any other soft drinks.

Amul Kool is very tasty and healthy drink and come with five flavour i.e Kesar,
Elaichi, Rose, Mango, and Strawberry. Available in 200ml Glass Bottle, 200ml Tetra
Pack, 250ml Can, and 1 Litre Tetra Pack.

Many more products of Amul are in good demand in the market.

Marketing Mix of Amul

Marketing Mix of Amul focuses on 4Ps Product, Place, Price, and Promotion.
Marketing Mix is a framework which helps Amul to decide its Product, Price,
Promotion and Distribution Strategy.

Amul is definitely an “Amoolya” brand. Amoolya in Hindi means something which is

invaluable or priceless. Amul has marked its presence in almost every corner of the
country. Every product that is made of Milk is made of Amul Product. Due to an
aggressive marketing strategy, Amul is able to create a good brand image. Amul is
able to win the hearts of the Indian people. Amul is known to be a highly valued
brand with an Indian origin. Amul was formed in 1946 to stop middlemen
exploitation. It is a brand of the Gujarat Cooperative Milk Marketing Federation
(GCCMF). Amul was formed because of a revolt of dairy farmers. Most of the
leading Milk and Milk Product Manufacturers are competing with Amul. But
aggressive marketing strategy has made Amul the number one player in the dairy
industry and it is also said that the Marketing Mix of Amul has made it a number one
player. In this article, we will analyze the Marketing mix of Amul.
Amul Advertisements Of India
Advertising is defined by various authors differently as: The non-personal
communication of information usually paid for

Any paid form of non-personal communication about an organization,

product, service, or idea from an identified sponsor. (Belch G.E. & Belch
M.A. , 2006)

The element of the marketing communication mix that is non personal paid for
an identified sponsor, & disseminated through channels of mass
communication to promote the adoption of goods, services, person or ideas.
(Bearden W.O. , Ingram T.N. & Laforge R.W., 1998)

An informative or persuasive message carried by a non personal medium &

paid for by an identified sponsor whose organization or product is identified in
some way. (Zikmund W. G. & D'Amico M., 1999)

Advertising is a form of communication used to persuade an audience

(viewers, readers or listeners) to take some action with respect to products,
ideas, or services (Get On Social, 2018). Most commonly, the desired result is
to drive consumer behavior with respect to a commercial offering, although
political and ideological advertising is also common (Kalotra A., 2015).

Advertisers use various types of media and various „communicators‟ to

achieve the intended communication. The communicators can be the name,
term, symbol, signs, designs or character.
The Amul Butter Girl or „The Amul Moppet‟ as she is popularly called, is such a
„communicator‟ also known as brand character used by Amul to regularly to endorse
their Butter.
AMUL BUTTER GIRL: HISTORY & THE ADVERTISING
CAMPAIGN
Amul Butter Girl popularly called as “The Amul Moppet” (A small endearingly sweet
child.) was conceptualized to counter the competition of its rival, (Polson Butter Girl).
Amul butter was launched in 1945 but was facing a stiff competition from the Polson
Butter Girl. ASP (Advertising, Sales & Promotion) clinched Amul‟s account in 1967
& the owner of the agency Mr Sylvester daChuna & his art director Mr. Eustace
Fernandez conceptualized and gave life to the Amul moppet. (Amul Girl, 2018)
(Amul Moppet: Utterly Buttery Delicious Amul Girl, 2012)

Currently, Mr. Manish Jhaveri is the creative inspirations behind these ads, while, Mr.
Jayant Rane is the artist. (Know About The People Behind Amul‟s Creative Trending
Ads, 2018)

REASONS FOR THE SUCCESS OF THE ADS

Various reasons can be attributed towards the success of the Advertising campaign
and making it the longest running advertising campaign in the world.

Amul Butter advertisements have a topical flavor. Topical advertising is

taking advantage of a news story or something current and popular and
creating an advertisement based around it (What is Topical Advertising and
Why Your Business Should Be Using It, 2012). The topical ads receive extra
coverage that they would not ordinarily receive, as it is something that the
people are already talking about. (Amul Topical Story, 2011) (Indian Dairy
Uses Satire to Stick It to Politicians in Butter Ads, 2012)

The intelligent use of The Utterly Butterly Girl (Amul Moppet) has made the
ads unique in nature. The way the creators used the Butter Girl in their ads was
simply amazing. The Butter Girl could adapt herself to any popular actress, or
a politician wearing a Gandhi cap, a sports man or she was just herself
wearing red polka dot dress with a pony tail.

The use of innovative „Hinglish‟ taglines which are very evocative and
generate tongue–incheek humor. (Full credit goes to Bhart Dabholkar who
 introduced such style). (Packing a punch, 2011)

Appearance of the ads: When the Amul Moppet was introduced; the Amul ads
exclusively appeared on the hoardings/billboards. Today she not only appears
on hoardings, in newspapers, magazines, websites and portals, TV & on the
packs of the Amul Butter Milk & Milk packets. She also features on the
Amul‟s company website.

Role of Dairy Cooperatives in Inclusive Growth- A Revolutionary

Case of AMUL
Growth with the proper pace and pattern, which again are interlinked and addressed
together, can be called as inclusive growth. In this 21st century growth with rapid
pace has become a bare necessity for substantial poverty reduction in particular and
for long run sustainable growth in general. The challenges which are appearing in the
path of inclusive and equitable growth are not less for a developing economy like
India, as the interest of all segments of people need to be addressed here. To make
the growth process more equitable and inclusive, the 12th Five Year Plan (2012-
2017) aimed at “faster, sustainable and more inclusive growth”. India is
predominantly an agricultural country and the contribution of national GDP from
agriculture is only 16 to 17 percentage and involving around 55 to 58 per cent of
population (National Cooperative Union of India, 2012). In spite of this the rural mass
of India is always being deprived of the basic necessities.

Hence, poverty, food security, unemployment, quality education, and lack of

other basic infrastructures are the common problems of rural India. Cooperative
societies act as the catalyst to combat the above said problem to a greater extent as
they promote inclusion and social upliftment through their unique approach towards
business. Co-operatives are significant economic players in a developing economy
like India which in general contribute to sustained economic growth and in particular
assist to tackle rural poverty, expand poor people’s access to financial services,
provides opportunities for self determination and empowerment, social cohesion
and transformation to name a few . Cooperatives in India covers a wide array of
activities like credit & banking, fertilizer, sugar, dairy, marketing, consumer goods,
handloom, handicraft, fisheries and housing. Among these the success of dairy
cooperative has made India the world’s largest milk producer. From a milk-deficit
status in the. early 1960s, production has been increasing exponentially for the last two
decades, growing from 56 million tons in 1991-92 to 127.9 in the year 2011-12.

It is also expected that India’s milk production will be equal to that of whole European Union
by 2021 (National Dairy Development Board, 2012). The whole credit for this goes to the
dairy sector which is now the leading agricultural output in the country. IMARC
(International Market Analysis Research and Consulting) Group, one of the world’s leading
research and advisory firms, finds in its new report entitled “Indian Dairy Market Report &
Forecasts 2012-2017” that driven by a strong growth in both urban and rural demand for
milk products in India is expected to surpass US$ 163 Billion by 2017.

India has achieved this level by involving the poor farmers and other people as producers,
distributors and consumers. According to NDDB statistics, twelve million Indian farmers
(primarily small, marginal farmers and landless labourers) are engaged in milk production,
are organized in 122,500 village Dairy Cooperative Societies (DCS), supplying 23 million
kilograms of milk per day, operate in more than 346 districts.

AMUL: A Role Model for Dairy Cooperatives

In 20th century cooperatives have played an important role in developing and
developed countries. However, in emerging economy like India, there are two
 major challenges that always stand as the prime hurdle to have large scale
cooperative business operations in dairy products. First, how to reach the large
population which is so well spread and which comprises mainly lower middle
class with low purchasing power. The second challenge is related to milk
procurement from the members of cooperative society who are not so literate.
Overcoming the above two challenges would give benefit to the customers as
they can be supplied with milk & milk products at affordable rates and to the
members in terms of reasonable returns. Innovative business model was needed
to be adopted in this market situation. The traditional business models mainly
concentrating on profit maximization which is not suitable to tackle this complex
situation. AMUL

Promoting employment
Cooperative dairying on the Amul Pattern forms a source of assured employment and
a sustainable basis of competitive advantage for India. Although Operation Flood was
not designed to eradicate the problems of poverty and unemployment, it is true that
millions of landless, marginal, and small farmers who were engaged in milk
production benefited greatly from the increased income and employment
opportunities generated by Operation Flood Programme. Presently Amul is providing
employment opportunity to millions of people both directly and indirectly in rural and
urban areas. Amul has created whitecollar jobs too.
Health and sanitation for all
Amul not only make its producer members’ financially self sufficient but also take
care of their health and provide sanitation to all. One of the most successful
Integrated Rural Health & Development Programme of Amul is Tribhuvandas
Foundation. Because of its contribution in fulfilling the basic health care needs of the
villages, primary treatment for various common ailments and active involvement in
promoting preventive health practices, Tribhuvandas Foundation of Amul has
become one of Asia’s largest community healthcare service providers presently
covering more than 700 villages (Amul dairy, 2013). It also provides continuous
training and retraining to Village Health Workers who are chosen from villages with
the help of the Dairy Cooperative Societies.

Since the turn of 19th century, Cooperatives have existed as dominant forms of
organization in the dairy industry around the world. Sometimes they have played the
role of developing infant industry while at other times they have been used to
strengthen weak production bases in an environment where market failures tend to be
higher for marginal producers. In some other cases, a network of small producers
have organized themselves to better market their products. Management of these
cooperatives have also led to some interesting managerial insights for managers in
emerging as well as developed economies.

Kurien emerged as the father of the dairy movement in India. He managed to keep the
government and bureaucrats away from the cooperative22 and gave shape to the
modern structure of the cooperative, worked tirelessly to establish the values of
modern economics, technology and concern for farmers within the cooperative. He
interfaced with global financing agencies to build new projects at AMUL. He worked
with the Unions to bring the best of technology to the plants. He worked with
marginal village farmers to create systems that would increase milk yields. He
understood that without meeting the needs of customers he would not be able to
satisfy his obligations to the farmers. In short, Kurien shaped the destiny of the milk
movement in India through NDDB (as its Chairman) and particularly at GCMMF and
cooperatives in Gujarat. He helped build a modern organization with professional
management systems that would support the aspirations of farmers and customers.
Several young people left better paying jobs to help create a dream of making India
the milk capital of the world. Kurien had learnt the persuasive charm of Tribhuvandas
through plain speaking and had soon created a cadre of highly capable managers to
whom he had delegated both management as well as commitment. These leaders were
created at the village, district and state levels in different organizations of the
network.

8.
Company Profile

Amul (Anand Milk Union Limited)

formed in 1946, is a dairy cooperative movement
inlndia. It is a brand name managed by an apex
cooperative organisation, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is
joindy owned bysome 2.6 million milk produærs in
Gujarat, India. It is based in Anand town of Gujamtand has
been a sterling example of a co-operative organization's
success in the long term.
The
Amul Pattern
has established itself as a uniquely model fcr
ruraldevelopment. Amul has spurred the White
Revolution of India, which has made India
producer of milk and milk pmducts in die world. It is also the
world's biggestvegetarian cheese brand .
GCMMF:
Gujarat Cooperative Milk Marketing Federation
(GCMMF) is India's largest food productsmarketing
organisation. It is a state level apex body of milk cooperatives
in Gujarat whichaims to provide remunerative returns to

Anand Milk Union Limited is an Indian Diary company. The company headquarter is
in Anand, Gujarat, India. It is an India’s largest food products organization with a
total brand turnover of USD 5.1 Billion. The company is popularly known as
‘AMUL’, 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.

The product portfolio include milk- UHT and pouch, buttermilk, ghee, butter,
sweetened condensed milk, milk powders, infant milk food, dairy whitener, tea and

coffee whitener, lassi, ice-cream, paneer-fresh and frozen, cheese, cheese spreads,
margarine, flavored milk, gulabjamun, milk shakes, malted foods and drinks,
probiotic dahi and chocolates.

Points Information

Product Brand Anand Milk Union Limited

Name
Founder/Owner Gujarat Cooperative Milk Marketing Federation Ltd.

Date of 1973
Establishment

Establishment Anand, Gujarat

Place

Revenue INR 38,550 crore (In 2018-19)

CEO R.S. Sodhi

Registered Gujarat Cooperative Milk Marketing Federation, PO Box 10, Amul

Address Dairy Road, Anand-388001, Gujarat, India

Company Status Active

Website www.amul.com

Brands
Amul Milk
Dahi
Paneer
Fresh Cream
Chocolates
Ghee
Beverage range
Mithai Mate
Roti Softner
Amul sour cream
Milk Powders
Bread Spreads
 Cheese
Amul PRO
Bakery products
Panchamrit

Establishment
Anand Milk Union Limited established in 1973. In 1946, the company was registered
to stop the exploitation of middleman. The exploitative trade practices followed by
the local trade cartel triggered off the cooperative movement. Then, the prime
minister, Lal Bahadur Shastri decided that the same approach should become the basis
of a National Dairy Development policy.

The farmers owned the dairy, their elected representatives managed the village
societies and the district union, they employed professionals to operate the diary and
manage its business. In 1965, the National Diary Development Board was set up with
the basic objective of replicating the Amul model. The company established a direct
linkage between milk producers and consumers by eliminating middleman. The Amul
model has helped India to emerge as the largest milk producer in the world. More than
16 million milk producers pour their milk in 185903 dairy cooperative societies across
the country.
Awards
IMC Ramkrishna Bajaj National Quality award- Excellence in Crisis-Crisis
Superheroes Award-30th October 2020
World Dairy Innovation Award-2020- Finalists
Amul-Marketer of the year FMCG food-IAA leadership award 2019
Making of Developed India IT awards for Digital India
Special Jury citation for Risk Management Award 2018
GCMMF received the &tv Pitch top 50 brands award-Amul Evergreens-2007
BML Munjal Award 2017
Champions of Excellence Award for brand Amul
Amul received ET Iconic Brand Award
Amul wins World dairy Innovation Awards-2014

Details Of The Company

Details of company are listed below-

A. Stock Price Graph Last 5 years.

Amul India Limited company is not listed on BSE.

Amul is the biggest dairy company in India. In 2019-20, it's annual sales turnover was
a whopping Rs 53,000 crores, which is leaps and bounds ahead of Hindustanuniliver
Ltd. and Nestle India. AMUL has a strong customer loyalty and a solid balance sheet.
With such good fundamentals, it really is puzzling as to why AMUL is not listed on
the stock exchange.

B. Market Capitalization
 Amul’s Market Capital is grown successfully in high capital.

C. Market Share
 Market Share of GCMMF (AMUL brand) in Various Product Categories in
India.

Firms that desire to do business in large emerging markets need to develop a new
paradigm for looking at opportunities in these markets. The success of many such
firms has depended on how well have they formed or managed to become a part of an
existing network of suppliers and consumers

These economies are complex and have unique characteristics that range from
underdeveloped markets to small and fragmented supplier base. Clearly, traditional
business models are not adequate for this environment. Successful firms participate in
the development of both these elements of the supply chain. The prize, needless to
mention, is significant sales in a large market. In this paper we describe a successful
business model using the example of AMUL. AMUL is a dairy cooperative in the
western India that has been primarily responsible, through its innovative practices, for
India to become the world’s largest milk producer. The distinctive features of this
paradigm involves managing a large decentralized network of suppliers and
producers, simultaneous development of markets and suppliers, lean and efficient
supply chain, and breakthrough leadership. This paper draws various lessons from the
experiences of AMUL that would be useful to firms contemplating entry into
emerging market.

D. Share Holding Pattern

Amul has a Co-operative form with a blend of professionalism. In the corporate

form of an organization the shareholders are non-participative members whereas in
this form the members are the participative owners of the organization. There are
basically three tiers a dairy cooperative viz., the village society- procurement unit, the
union- which is the processing unit and the federation which is the marketing unit all
being an institution in itself. The institutions at each tier have the bond of organic and
inter-institutional linkages and obligations which provide sense of purpose and
directions in their activities. To manage these units efficiently the leaders felt a need
of the professionals. These professionals have a hierarchy similar to that of the
corporate structure with the managing director as their head. The Managing Director
of all these units is appointed by the board of directors. The board of directors
comprises of the farmers members who come from the respective societies. So, at
each level the decision making lies in the hands of the producers only, which give
them a feeling of ownership to them.

E. 4 P’s Of Marketing Mix.

Marketing Mix of Amul focuses on 4Ps Product, Place, Price, and Promotion.
Marketing Mix is a framework which helps Amul to decide its Product, Price,
Promotion and Distribution Strategy.
Amul is definitely an “Amoolya” brand. Amoolya in Hindi means something which is
invaluable or priceless. Amul has marked its presence in almost every corner of the
country. Every product that is made of Milk is made of Amul Product. Due to an
aggressive marketing strategy, Amul is able to create a good brand image. Amul is
able to win the hearts of the Indian people. Amul is known to be a highly valued
brand with an Indian origin. Amul was formed in 1946 to stop middlemen
exploitation. It is a brand of the Gujarat Cooperative Milk Marketing Federation
(GCCMF). 

Amul was formed because of a revolt of dairy farmers. Most of the leading Milk and
Milk Product Manufacturers are competing with Amul. But aggressive marketing
strategy has made Amul the number one player in the dairy industry and it is also said
that the Marketing Mix of Amul has made it a number one player. In this article, we
will analyze the Marketing mix of Amul.

Product in the Marketing Mix of Amul – Amul Product Strategy

Amul has a strong product portfolio. Amul product range consists of Dairy products.
Some of the Cash Cow Products are Amul Gold Milk, Amul Dahi, Amul cheese,
Amul butter, and Amul Ice cream. Amul ice cream is ranked among the top 5 brands
of the country.
Consumption of Amul Paneer, Amul Milk, and Amul Dahi is increasing day by day.
Amul holds a market share of 26.2% in the packaged milk product segment. Amul
Chocolates are good in taste and also preferred by a large population of the country.

Some of the Amul Products are:

Amul Milk
Amul Gold Milk
 Amul Milk powders
Amul Cheese
Amul Kool and its variants
Amul ice cream
Amul Dahi
Amul Paneer
Amul Ghee
Amul mithai mate
Amul Nutramul
Amul chocolates
Amul Masti
Amul Buttermilk
Amul Flavoured Milk
Amul Shrikhand

Thus the product portfolio of Amul is constitutes of Milk and Milk Products. The
main competitors of Amul are Dinshaws, Vadilal, and Havmor, Mother Dairy, etc. in
the ice cream segment. In the milk segment, Amul is competing with Sanchi Dairy,
Mother Dairy, Britannia, etc.

Price in the Marketing Mix of Amul – Amul Pricing Strategy

Amul has a competitive pricing policy. Some might call it penetrative pricing. But a
penetrative pricing approach is used where the market has a high degree of
competition and the player seeks to position himself on the market by providing
products at lower prices. However in the case of Amul, when Amul launched, there
were no national players and the dairy industry was unorganized. During the phase of
launch itself, Amul had a goal to provide end-customers with their goods at the most
reasonable prices. And the same vision is still in place today.
Today also, you will find that Amul butter, milk, and cheese are available at
affordable prices keeping in mind the end customers. You may call these products
costly, but the cost has nothing to do with Amul’s strategy. Remember that
transportation costs, as well as storage and distribution costs, are very high in FMCG.
Thus, as the cost of transportation, storage, and distribution has increased over the
years, so has the cost of Amul products gone up. But considering their value for the
average Indian consumer, these products are still priced at an affordable rate. Amul
butter is preferred by a large population of the country because of its taste and
aggressive and informative advertising strategy of Amul. Amul is no. 1 brand because
of this pricing strategy.

Promotions in the Marketing Mix of Amul – Amul Promotion Strategy

Amul Girl is the center of attraction in the Promotion mix of Amul. Famous Amul girl
was a creative idea of Mr. Eustace Fernande. Amul hoardings primarily feature recent
happenings.
The promotions of Amul are mainly for butter but for all the other products there are
hardly any promotions. During the launch of products, Amul is known to go above the
line and advertise milk, butter, etc. But overall, the main advertisement is below the
line through outdoor, trade promotions, discount schemes and sales promotions.

The biggest possible reason for Amul’s exclusion from hardcore advertising is that
Amul does not want to give out margins in advertising its goods. As per Amul, the
overall advertising budget is 1% of the turnover. Over and beyond that, the cost of the
goods would have a significant effect. And the key reason for Amul’s strong market
position is its outstanding content combined with an inexpensive price. Thus the
overall advertisements for Amul are not good. Amul is only focusing on the
advertisement of Amul Butter.
 F. Number of Outlet / Franchise / Showrooms.

Amul has justified its undisputed leadership in foods business by creating 6000 Amul
preferred outlets in a record time which exclusively sell wide range of Amul products.
This has been possible due to strong brand equity and immense consumer support. We
are now having ambitious plans of creating 10,000 Amul parlours by 2012.

Amul Parlours are successfully operating in more than 1400 towns at high streets,
residential areas, Railway Stations, Bus Stations, Educational Institutions and a whole
lot of Centres of Excellence.

Here is a list of the few of the Amul parlours operating across the various parts
of the country

Indian Institute of Management, Ahmedabad

New Delhi Railway Station PF6/7 & PF10/11
National Institute of Design
Infosys Technologies in Bangalore, Mysore & Pune
Wipro, Bangalore
Indian Institute of Management, Kolkata
Ahmedabad Airport
Koyambedu Bus Station, Tamilnadu
Savitha Dental College, Chennai
 IIT, Guwahati

Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), which owns the
Amul brand, plans to set up a network of 10,000 exclusive outlets in the next few
years as part of an effort to sell directly to customers and address the potential threat
of large retailers asking the cooperative to reduce prices. GCMMF currently sells its
products through a distribution network that reaches 600,000 stores across the
country.

According to Sodhi, once such a network of exclusive outlets is created, it could also
help the company roll out products faster by reducing dependence on the traditional
distribution network that isn’t controlled by the company. “Feedback from the
consumer will also come in directly, allowing us to give them what they want," he
added.

The new so-called parlours will come up in neighbourhoods at cities across the
country, including Tirupati and Shirdi, both centres of worship, at railway stations,
and at airports. Sodhi said outlets would open soon at the Kolkata, Mumbai,
Bangalore and Ahmedabad airports.
GCMMF expects to open an Amul outlet at the Ahmedabad railway station this week.
Some of the outlets will also be in large housing colonies. In the last week of August,
GCMMF launched an Amul parlour in a large housing colony in Noida, a Delhi
suburb, and another in a gated community in Ahmedabad. The cooperative has also
taken over the maintenance of several public parks in Ahmedabad and set up outlets at
these locations.
G. Product Portfolio
Amul Products are Listeed Below.
Amul Milk
 Ultra Heat Treatment Milk.
 Lactose Free Milk.
 Amul Camel Milk.

Butter
 Amul Butter
Bread Spreads
 Choco Buttery Spread
 Amul Lite
 Delicious Fat Spread
Cheese
 Amul Processed Cheese
 Amul Emmental Cheese
 Amul Fouda Cheese
Paneer
 Malai Paneer
 Fresh Paneer
 Malai Paneer Sterilized
Dahi
 Amul Fruit Dahi
 Amul Masti Dahi
 Amul Misthi Dahi
Cheese Sauce
 Pizza Sauce
 Jalapeno Sauce
 Maxican Salsa Sauce
Beverage Range
 Amul Flavoured Milk
 Amul Lassi
 Amul Masti Buttermilk
Amul Protein Products
 Amul Protein Lassi
 Protein Butter Milk
Ice Cream
 Butterscotch
 Choco Crunch
  Two in One
 Black Currant
 Cookie Crunch Delight
 Choco Vanilla
 Pista Badam
Ghee
 AmulGhee
 Amul Cow Ghee
 High Aroma Cow Ghee
 Amul Sagar Ghee
 Amul Brown
Milk Powders
 Amul TSpecial
 Amul Spray
 Amul Amulya
 Amul Sagar
 SagarTeaCofee Whitener
Chocolates
 Tropical Orange 55% Dark 150g
 Fruit N Nut 55% Dark 150g, 40g
 Mystic Mocha 55% Dark150g
 Green T 55% Dark 150g
 Sugar Free 55% Dark 150g, 35g
 Single Origin Dark Chocolates PERU origin 55%
 Dark Chocolate 125g
 VENZUELA origin 55% Dark Chocolate 125g
 TANZANIA origin 55% Dark Chocolate 125g
 ECUADOR origin 55% Dark Chocolate 125g
 COLOMBIA origin 55% Dark Chocolate 125g
 MADAGASCAR origin 55% Dark Chocolate 125g
 IVORY COAST origin 55% Dark Chocolate 125g
 INDIA origin 55% Dark Chocolate 125g
 Exotic Milk Variants Milk Chocolate 150g, 40g, 20g, 12g, 100g & 250g
Gable Top
 Belgian Milk Chocolate 125g, 35g
 Camel Milk Chocolate 150g
 Hazelnut Chocolate 150g
 Raisin N Almond 150g
 Choco Cracker 150g
 INDIA origin Milk Chocolate 125g

 Exclusive White Chocolates Super Fruit 150g
 White Limon 150g

 Emotion Packs Happy Birthday 150g
 Best Wishes 150g
 I LOVE YOU 150g
 Amul Wafer Chocolates
 Dark Passion 15g & 300g tub
 Bindaaz 15g
  Amul Chocozoo 250g
 Chocomini 250g
 Chocozoo 250g
 Amul Filled Bars 250g
 Almond Bar 35g
 Energy Bar 40g
 Amul Syrups
 Chocolate Syrup 650g, 250g, 30g sachet
 Amul Assorted / Gift Packs
 Rejoice assorted gift pack 229g
 Almondo 200g
 Dark Emerald 280g
 Amul Institutional Chocolates
 Dark Chocolate DCH-47 500g
 Milk Chocolate MCH-23 500g
 White Chocolate WCH-28 500g
 Dark Compound DCO-18 500g
 Milk Compound MCO-11 500g
 White Compound WCO-20 500g
 Choco Chips Packet 5Kg 5Kg
Fresh Cream
 Amul Fresh Cream
 Amul Whipping
Mithai Mate
 Amul Mithai Mate
Happy Treats
 Aloo Tikki
 Frenc Fries
 Hasrh Brown
 Potato Wedges
 Veg Burger Patty
 Veggie Stix
Amul PRO
 Amul Pro
Bakery Products
 Butter
 Coconut
 Oats and Honey
 Nuts and Raisins
 Jeera
 Cashew
 Chocolate Cookies
 Chocolate
 Butter Nankhatai (Whole Wheat/Atta)
 Almond
 Elaichi
 Amul butter cookies gift pack
 Amul butter cookies assorted pack
 Amul Cookies
 Cheese Cookies Cheese
  Amul Cookies High Protein Cookies
 High Protein
 Amul Fresh
 Butter Based
 Bakery Butter
 Bread Sandwich
 Whole Wheat
 Brown
 Multigrain
 Fruit
 Milk
 Butter Pav
 Butter Pav
 Butter Bun
 Butter Bun
 Butter Pizza Base
 Butter Pizza Base
 Amul Rusk
 Regular Rusk
 Elaichi Rusk
 Jeera Rusk
 Milk Rusk
Amul Peanut Spread Cream
 Amul Peanut Spread Cream
 Amul Peanut Spread Crunchy
Amul Puffles
Mithai Range
Roti Softener
Panchamrit
Amul Sour Cream
Amul Cattle Feed
Amul Recipes

H. Peer Comparison

Amul have many competitors some of those are listed below as their reach in the
comparison.

1- Mother’s Dairy
Mother Dairy Fruit & Vegetable Pvt Ltd is an Indian food processing
company that manufactures, markets, and sells milk, milk products, and other
edible products. Its milk products include cultured products, ice cream, paneer,
and ghee under the Mother Dairy brand.
The company also sells edible oils, fresh fruits and vegetables, frozen
vegetables, and processed food like fruit juices, jams, pickles, etc. Mother
 Dairy was founded in 1974 as a wholly-owned subsidiary of the National
Dairy Development Board (NDDB).

2- Kwality Wall’s
Kwality Ltd. is a processor and handler of dairy products in India listed on the
Bombay Stock exchange as a Public Limited Company. The company
produces various dairy products, including milk, ghee, butter, milk powder,
curd, yogurt, cheese, etc. The company has established a procurement network
that comprises 350,000 farmer families across 4,700 villages in North India.
Kwality Ltd. has six plants in Haryana, Uttar Pradesh, and Rajasthan with a
processing capacity of 3.4 million liters (750,000 imp gal; 900,000 U.S. gal)
milk per day.
3- Mars
Mars, Incorporated is an American multinational manufacturer of
confectionery, pet food, and other food products and a provider of animal care
services, with US$33 billion in annual sales in 2015. It was ranked as the 6th
largest privately held company in the United States by Forbes. Headquartered
in McLean, Virginia, United States, the company is entirely owned by the
Mars family.
Mars operates in five business segments around the world: Mars Wrigley
Confectionery (headquartered in Chicago, Illinois, with US headquarters in
Hackettstown and Newark, New Jersey), Petcare, Zaventem, Belgium;
Poncitlán and Jalisco, Mexico; Querétaro, Mexico, Food (Rancho Dominguez,
California), Drinks (West Chester, Pennsylvania), and Symbioscience
(Germantown, Maryland), the company’s life sciences division.
4- Hershey
The Hershey Company, commonly known as Hershey’s, is an American
multinational company and one of the largest chocolate manufacturers in the
world. It also manufactures baked products, such as cookies and cakes, and
sells beverages like milkshakes and many more produced globally. Its
headquarters are in Hershey, Pennsylvania, home to Hersheypark and
Hershey’s Chocolate World. Milton S. Hershey founded it in 1894 as the
 Hershey Chocolate Company, a subsidiary of his Lancaster Caramel
Company. The Hershey Trust Company owns a minority stake but retains a
majority of the voting power within the company.
Hershey’s chocolate is available across the United States and in over 60
countries worldwide. They have three large distribution centers with modern
technology and labor management systems. In addition, Hershey is a member
of the World Cocoa Foundation. It is also associated with the Hersheypark
Stadium and the Giant Center.
5- Britannia Industries
Britannia Industries Limited is an Indian multinational food and beverage
company Founded in 1892 and headquartered in Kolkata, India. It is one of
India’s oldest existing companies. It is now part of the Wadia Group headed
by Nusli Wadia. It is best known for its biscuit products. The company sells its
Britannia and Tiger brands of biscuits, bread, and dairy products throughout
India and in more than 60 countries worldwide. Beginning with the
circumstances of its takeover by the Wadia group in the early 1990s, the
company has been mired in several controversies connected to its
management. However, it does enjoy a large market share and is exceedingly
profitable.
6- Heritage Foods
Heritage Foods Limited (commonly known as Heritage Foods) is one of the
largest private-sector dairy enterprises in Southern India.

Heritage’s milk products have a market presence in Telangana, Andhra

Pradesh, Karnataka, Kerala, Tamil Nadu, Maharashtra, Delhi, Rajasthan, and
Punjab. It has retail stores across Bangalore, Chennai, Hyderabad, and
Visakhapatnam. Integrated Agri operations are in Chittoor and Medak
Districts, and these are the backbone of retail operations.
7- Hatsun Agro
Hatsun Agro Product Ltd (HAP), often referred to as Hatsun, is a leading
private sector dairy company in India based in Chennai. R. G. Chandramogan
founded it in 1970. It had become a billion-dollar company by mid-2016. The
Company was also awarded “The Fastest Growing Asian Dairy Company.”
The Dairy product maker has been bagging the Golden Trophy from the
 Indian Government for largest dairy products exporter for the last many years.

It has various brands like Arun Ice Creams, Arokya, Ibaco, Oyalo, Etc.
8- Dodla Diary
Dodla Dairy Limited is a public limited company having its registered and
corporate office at the Hyderabad City of Telangana State in India. The
company was incorporated in the year 1995, and production commenced in
1997. Currently, Our procurement is centered in 5 states, and our products are
available for purchase in 11 states. We have 94 milk chilling centers. Some of
our plants are ISO 22000:2005 Certified, while two are ISO 50001:2011
(EnMS) Certified.

Distribution and marketing operations consist of distributing their products

through 40 sales offices, 3,285 distribution agents, 861 milk distributors, and
544 milk product distributors across 11 states in India. Additionally, as of
March 31st, 2021, our milk and dairy-based VAPs are also available through
393 “Dodla Retail Parlours,” which commenced operations in 2016 and are
spread across the states of Andhra Pradesh, Telangana, Tamil Nadu, and
Karnataka. their product portfolio consists of Milk, Butter Milk, Ghee, Curd,
Paneer, Flavoured Milk, Doodh Peda, Ice Cream, and Milk Based Sweets.
These products are conveniently packed to suit the various needs of its
consumers.
 J. Dividend Yield
Formed in 1956, Amul is a cooperative brand managed by the Gujarat
Cooperative Milk Marketing Federation (GCMMF), which today is jointly
owned by 3.6 million milk producers in Gujarat. The total turnover of
GCMMF and its constituent member unions and turnover of all products sold
under the Amul brand exceeds INR 45,000 crore or $6.5 billion.

GCMMF aims to achieve a business turnover of INR 50,000 crore and become
the largest fast-moving consumer goods organisation in India by 2020-21.

Attributing its high voltage growth to its vast distributorship and franchisee
network, Amul’s mantra of rapid expansion has clearly yielded rich dividends.
Earlier in the year, Amul launched a packaged fruit drink called ‘Amul Tru’ in
mango, orange, apple and lychee variants. This packaged juice bottle is
expected to compete with established brands such as Frooti, Maaza and
Minute Maid, besides other regional products.

Franchising Model

According to the company, anyone with a very small capital base and good
business acumen can become an Amul franchise owner. With investment
range starting from Rs 5-10 lakhs, it is one of the few established brands that
offers franchise opportunity at low costs. The brand provides about 14% retail
margins to its franchisees, while it also offers exclusive consumer offers and
supports in-store promotion, equipment purchase and free brand signage. In
the long term, Amul aims to establish itself as the largest dairy organisation in
the world, rising up from its current ranking as the ninth-largest dairy globally.

10.