Amul stands for Anand Milk Union Limited

Formed in 1946
Is a dairy cooperative movement in India
Managed by Gujarat Co-operative Milk
Marketing Federation Limited (GCMMF)
Based in Anand, Gujarat
Jointly owned by 2.6 million milk producers
in Gujarat
Spurred the White Revolution of India
Dr. Varghese Kurien, former Chairman of
GCMMF is the man behind the success of
Amul
 Amul

Dairy Non-Dairy

Fresh milk
Veg. Oils
Milk Drinks
& Desserts Snacks
Cheese Instant
Products Foods
Bread
Spreads
 High Quality, Low Price
Approx. 2.6 million producers
STRENGTHS Robust distribution network
Highly diverse product mix

Short shelf life of the products

Highly complex supply chain system
WEAKNESSES

Still have scope in the International Market

Can introduce new products to its existing product range
OPPORTUNITIES Can use online sources to sell the products

Growing price of milk may lead to a surge in the prices of the products
Strong competitors like Nestle, Britannia etc.
THREATS
 Strong base of Consumers have
customer loyalty and other options like
setting up a dairy other players in
industry requires a the market and
huge capital
local milkmen
Threat of new Bargaining Power
entrants of Buyers
LOW Rivalry among
HIGH
competitors
HIGH
Many players in
the market and
local milkmen

Threat of Bargaining Power

Substitutes of Suppliers
Dairy industry has a MODERATE LOW Most suppliers are
significant upper hand in
the drinking arena but at rural people
the same time setting
up a dairy industry is not
quite easy