HISTORY OF AMUL

Amul, also known as the Gujarat Cooperative Milk Marketing Federation Ltd., is
an Indian dairy cooperative society that was established in 1946. The history of
Amul is closely associated with the cooperative movement in India and its
success in revolutionizing the dairy industry.

Amul was formed in response to the exploitation of dairy farmers by middlemen

and the limited availability of processing facilities. It began as a small
cooperative in the town of Anand in the state of Gujarat, India. The cooperative
was spearheaded by Tribhuvandas Patel, who rallied the farmers to form a
cooperative society called the Kaira District Cooperative Milk Producers' Union
Limited (KDCMPUL). The farmers pooled their milk and set up a milk
processing plant to collectively market their dairy prod

One of the significant milestones in Amul's history came in 1948 when it

appointed Verghese Kurien, an engineer turned social entrepreneur, as its
chairman. Kurien played a crucial role in transforming Amul into a professionally
managed organization and turning it into a symbol of India's dairy industry.
Under his leadership, Amul pioneered the "Anand Pattern" cooperative model,
which empowered farmers by giving them control over the procurement,
processing, and marketing of milk.

Amul gained recognition and popularity with the launch of its flagship product,
Amul Butter, in 1955. The brand's famous advertising campaigns featuring the
mascot "Amul girl" and witty taglines became a part of Indian pop culture and
played a significant role in establishing Amul's brand presence across the
country.

Over the years, Amul expanded its product range to include various dairy
products such as milk powders, cheese, ghee (clarified butter), ice cream, yogurt,
and chocolates. It established a vast network of milk collection centers,
processing plants, and distribution channels, enabling it to reach millions of
consumers across India.

Amul's cooperative model proved highly successful and became a model for
other dairy cooperatives in India. It empowered millions of dairy farmers by
providing them with a fair price for their milk and improving their livelihoods.
Today, Amul is one of the largest dairy cooperatives in the world, with millions
of farmers as its members and a significant market share in the Indian dairy
industry.

Amul's success story not only transformed the lives of dairy farmers but also
played a crucial role in India's White Revolution or Operation Flood, which made
India the largest milk-producing country in the world. It also inspired the
establishment of various other cooperatives and led to the development of a
robust dairy industry in India.
MISSION STATEMENT:

GCMMF endeavour to satisfy the taste and nutrition requirements of the

customers, of the world through excellence in marketing by their committed
team. Through co-operative networking, they are committed to offer quality
products that provide best value for money.

VISION STATEMENT:

“Amul’s vision is to provide more and more satisfaction to the farmers, their
customers, employees and distributors.

ESTABLISHMENT YEAR:
It was formally registered on December 14, 1946
CHAIRMAN OF AMUL:
Gujarat Cooperative Milk Marketing Federation (GCMMF) that markets milk
and dairy products under the Amul brand has announced the appointment
of Shamalbhai B Patel as its chairman and Valamjibhai Humbal as vice
chairman.

MD OF AMUL:
Amul'S Md Jayen Mehta Charts Aggressive Expansion Plans, Identifies New
High-Growth Categories To Double Business.

BOARD OF DIRECTORS -
1) Shri Jethabhai Patel - Vice Chairman
2) Shri Ashok P. Kamboj - Director
3) Shri R. S. Sodhi - Managing Director (MD)
4) Shri Valamji Humbal - Director
5) Shri Parthi Bhatol - Director
6) Shri Bharatbhai Sabhaya - Director
7) Shri Prabhulal J. Patel - Director
8) Shri Mahendrabhai N. Patel - Director
9) Shri Ramsinhbhai P. Parmar – Director
CSR INITIATIVE:
Amul, also known as the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), has been involved in several Corporate Social Responsibility (CSR)
inDairy Development Programs: Amul has been actively engaged in various
programs aimed at promoting dairy development and improving the livelihoods
of dairy farmers. These initiatives focus on providing training, education, and
technical support to farmers, helping them enhance milk production and quality.

Rural Development: Amul has undertaken several initiatives to support rural

development in the communities where it operates. These initiatives include
promoting sustainable agriculture practices, providing infrastructure
development, and supporting rural livelihood programs.

Health and Nutrition: Amul has launched campaigns and initiatives to raise
awareness about the importance of a balanced diet and the nutritional benefits of
dairy products. They have also worked towards addressing malnutrition issues
and promoting better health through their products.

Education and Scholarship Programs: Amul has established scholarship

programs to support the education of talented and deserving students,
particularly from dairy farming backgrounds. These programs aim to provide
financial assistance and enable access to quality education.
Environmental Sustainability: Amul has been proactive in promoting
environmental sustainability practices. They have implemented measures to
reduce water consumption, energy efficiency, waste management, and the
adoption of eco-friendly packaging materials.

Women Empowerment: Amul has been instrumental in empowering women in

rural areas by providing opportunities for training, employment, and
entrepreneurship in the dairy sector. They have actively supported women's
dairy cooperatives, enabling women to gain financial independence and
contribute to their communities initiatives over the years.
 TECHNICAL DEVELOPMENT AND OTHER
COLLABORATION:

Amul has been a prominent player in the Indian dairy industry and has a rich
history of technical development and collaboration.
1) Cooperative Structure: Amul operates on a cooperative structure, wherein
it is a federation of various milk producer cooperatives. This cooperative
model allows farmers to collectively own and manage the dairy industry,
ensuring a fair share of profits and sustainable development.

2) International Collaborations: Amul has also established collaborations

with international dairy organizations to exchange technical know-how
and explore new markets. They have partnered with organizations like the
International Farm Comparison Network (IFCN) and the European Dairy
Association (EDA) to enhance their understanding of global dairy trends
and best practices.

3) Technology and Infrastructure: Amul has invested significantly in

modern technology and infrastructure to ensure efficient milk processing
and product manufacturing. They have implemented advanced dairy
processing techniques, such as the use of automated milk collection units,
milk testing equipment, and state-of-the-art processing machinery
4) Marketing and Distribution Collaboration: Amul is known for its
successful marketing and distribution network. They collaborate with
various agencies, distributors, and retailers to ensure the wide availability
of their dairy products across India. Amul has also entered into strategic
partnerships with global retail chains, allowing them to expand their
market reach beyond national boundaries.

5) Research and Development: Amul has a dedicated research and

development (R&D) department that focuses on developing innovative
dairy products and improving production techniques. The R&D team
works on various aspects of dairy technology, including product
formulation, process optimization, and quality control.

6) Milk Collection and Processing: Amul has established an extensive

network of milk collection centers, known as Village Dairy Cooperative
Societies (VDCS), which are spread across thousands of villages in
Gujarat and neighboring states. These VDCS collect milk from farmers
and transport it to Amul's processing plants for further processing and
packaging.
Recent Mergers and Acquisitions / Key Alliances in the
past 5 years & impact

1) Collaboration with Amazon India: In 2018, Amul entered into a

partnership with Amazon India to sell its dairy products through the e-
commerce platform. This collaboration aimed to enhance Amul's
distribution network and increase its presence in the online retail space.

2) Acquisition of a Stake in Param Dairy: In 2019, Amul acquired a

minority stake in Param Dairy, a Delhi-based dairy company. This
acquisition allowed Amul to expand its reach in the northern regions of
India and strengthen its position in the market.

3) Collaboration with Walmart: In 2020, Amul partnered with Walmart

India to expand the availability of its dairy products in Walmart's Best
Price Modern Wholesale stores across the country. This collaboration
aimed to provide Amul with increased visibility and accessibility to a
wider customer base.

4) Acquisition of the HUL's Dairy Brands: In 2020, Amul acquired the dairy
brands of Hindustan Unilever Limited (HUL), including the popular ice
cream brand Kwality Wall's. This acquisition helped Amul to strengthen
its presence in the ice cream segment and diversify its product portfolio

5) Collaboration with Uber Eats: In 2020, Amul collaborated with Uber Eats
(which has since been acquired by Zomato) to deliver its range of dairy
products to customers in select cities. This partnership aimed to tap into
the growing online food delivery market and provide consumers with the
convenience of doorstep delivery