BY

RITIKA GUPTA
PREM KAPADIA
SHRIHGAR KAPOOR
DEEPAK SHAW
NITIN RAJPAL
 AMUL STORY
• 1946, Polson India was the only organized Milk and
Milk products company
• Sardar Patel initiated non-profit making cooperative
society – Kheda District Cooperative Milk
Producers Union and a processing plant at Anand
• Milk was collected from farmers and brought to the
consumers through district level collection centers
• Surplus profits were distributed among the milk
producers
 AMUL STORY
• Govt. initiated National Dairy Development Board
(NDDB), on seeing the success at Anand
• Its mission was financed by sales proceeds from the milk
products gifted by European Countries
• The project went on covering 9 million farmers, 180 milk
cooperative plants at a cost of Rs.2000 crores
• National Cooperative Dairy Federation of India (NCDFI)
was on the same lines of NDDB
• Gujarat Cooperative Milk Marketing Federation (GCMMF)
was started to look after the marketing, sales and
distribution of milk based products of Amul
 ABOUT AMUL
• Rs. 2200 crore enterprise
• Based in the village of Anand, the Kaira District
Milk Cooperative Union (better known as Amul)
• Joined hands with other milk cooperatives, and the
Gujarat network now covers 2.12 million farmers
• Diverse product portfolio covering Liquid Milk, Milk
Powder, Cheese, Ghee, Chocolates, Sweets, Ice Cream,
Edible Oils, Fruit Drinks
• 11,962 village level milk collection centers and
fourteen district level plants (unions) under the overall
supervision of GCMMF
PRODUCT CATEGORY

Bread Spreads Cheese

Powder Milk Cooking Foods

Fresh Milk Desserts

 MARKET PLAYERS
• Amul (GCMMF)
• Vijaya (Andhra Pradesh)
• Aavin (Tamil Nadu)
• Sugam (Baroda, NDDB)
• Verka (NDDB, Punjab)
• Nandini (NDDB, Karnataka)
• Parag (NDDB, UP)
• Saras (NDDB, Rajasthan)
• Milma (NDDB, Kerala)
DAIRY COOPERATIVE
STRUCTURE
GCMMF’S SUPPLY CHAIN
 DISTRIBUTION FLOW
Small
Farmers
Distributors (7.8%)

Freezer
Vans

Territories

Retailers
Dairy
(17% on MRP)
Processing

District Unions
Chilling Units
Collection
Centers
Milk Quality
Quantity
Fat Content
 DISTRIBUTION FLOW
Small
Farmers
Distributors (7.8%)

Territories

Retailers
Dairy
(17% on MRP)
Processing

District Unions
Chilling Units
Collection
Centers
Freezer
Vans
Customers
Milk Quality
Quantity
Fat Content
 DAILY SCHEDULE: CYCLE OF
OPERATION
Milk 2.00 p.m Milks the buffaloes/cows at his house
Producers 3.00 p.m. Delivers the milk at the village collection centre
4.00 p.m. Village level milk leaves for the district collection centre

Distribution 5.00 p.m. Milk is collected from the villages and sent to the dairy.
Collection
Centre
Dairy 6.00 p.m. Receives the milk and processes it and packs it in bags/bottles
9.00 p.m. Loading of the trucks carrying milk
10.30 p.m Trucks leave the dairy
Distributors 12.30 a.m. Receives milk; sorts it out by delivery routes taking into account
quantitywise and brandwise requirements
2.30 a.m. Distributors vans leave for retailers destinations, dispensing,
dispensing the milk.
Retailers 5.00 a.m. Last retail gets his quota
Consumers 5.00 a.m. Starts getting milk
Distributors 7.00 a.m. Vans begin their return routes collecting empty crates and daily
vans cash.
 RETAILER
• Gives order twice a week for
Monday
all Amul products to
A(30)
salesman
• Each Salesman visits 90 fixed Saturday Tuesday
retailers, to collect orders- a C(30) B(30)
set of 30 per day. The same
Sunday
set is repeated after 3 days (Free)
• The delivery is made the
subsequent day Friday Wednesday
B(30) C(30)
• Therefore Retailers have to
keep an inventory of at least Thursday
three days A(30)
 PLANNING
• GCMMF has assigned the job of manufacturing
all Amul Products to Particular Dairies for
Particular Sales Territories
• Sales Territories have Deputy Sales Managers
who
– Make Indents of Consumption of the respective
territory and send it to Head Office Anand
• Head Office Anand
– Prepares Production Requirements for these areas and
instructs the Dairies to produce accordingly
 PLANNING
u cts
od
Production Pr
Anand Quantities Dairies
HO

Sales Territories
(Dpt Managers)

Indents
 SALES TURNOVER
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
 AMUL OUTLETS

Somnath temple
Rail Corporation Delhi

Delhi Police

National Institute of Design Ahmedabad municipal corporation

 INCREASE IN SALES.…HOW?
• READY TO EAT BUTTERED TOAST
• AMUL BUTTER &CHEESE WAFERS.
• AMUL KHOYA
• AMUL CHEESE DIPS
• AMUL ASSORTED COOKIES
• AMUL GALAXY
THANK
YOU