YOUR COFFEE SHOP

INVESTOR OPPORTUNITY
WHAT DOES AMUL MEAN FOR FARMERS,
CONSUMERS & SOCIETY?
FARMERS
 Transparent market
 Fair prices offered to them
 Created an ecosystem in which
farmers felt comfortable investing time
and money
 Bridged the gap in income between
men and women
 Higher bargaining farmers
 Gave an opportunity for them to form
their own co-operatives. Could purchase
their own share
 Connected rural farmers to urban
consumers
CONSUMERS
 Value for money products
 Emotional attachments
 Better and indigenous and top class
quality.
 Wide variety of products
 Relatable and Reliable
 Differential pricing
SOCIETY
 Not driven by profit motives
 Opened IRMA
 Transparent functioning
 Eliminated societal biases and women
empowerment
 Milk roads- increased income,
benefitted 100mn families majority of
who were farmers, women or landless
labours
 Technology help
 Offered Loans for society
AMUL’S COMPETITIVE ADVANTAGE

Established 3- First mover Higher margins Stable market Zero govt and
tier organized advantage provided to for various political
structure producers – by products interference
eliminating manufactured
retailers

Co-operative Structure

Deep pockets required to Huge well Connection

challenge amul – due to established with farmers
agreement with distribution supply chain
partners to lower the price (7000 parlours)
and providing higher traffic
AMUL’S COMPETITIVE ADVANTAGE

Technology Swing capacity Fodder at low Stable market

provided to plant prices for various
farmers. products
Artificial manufactured
insemination,
health of cattle

Role of Technology

Brand Development

Ads that are Culturally AMUL and Very less ad budget

connected to focused ads – Swadeshi tag – – 1% of turnover
current events – iconic butter ad national pride
more relatable campaign
marketing (lengthy ad
content campaigns to
reduce costs)
MAJOR THREATS

Direct competition from state co-operatives operating on Amul’s model

Changing consumer behaviours and buying patterns

Direct competition from state co-operatives operating on Amul’s model

International players with heavy pockets

International players with heavy pockets

Migration to urban areas

Future generations not inclined Dairy Farming

OPPORTUNITIES

Export milk products

Expand to different states and setup plants in different locations

Encouraging budding entrepreneurs to take up dairy farming

Promote in house cattle farming

Exploring diverse markets as frozen fruits and vegetables

Touch rural lives by schemes in health and education sector

Key risks

uncertainties and ethical implications(facebook example

offend a section of society

damage brand reputation

KEY RISKS

uncertainties and ethical implications(facebook example

offend a section of society

damage brand reputation

When it all started…
Sylvester Dacunha wanted to create Advertisement campaign for mothers ad children
Topical Hoardings
Mumbai derby match advertisement
THANK YOU!