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Business Model Canvas AMUL – THE TEST OF INDIA Damini Varpe 12/05/2020

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Production Develop a brand that is Mass market
consistent with a growing
Suppliers, Marketing Value for money (kids, women, youth, health
‘Support local’ culture.
Research and Development conscious for elders.)
village dairy co-operatives, Rural development and Self- Consistent supply of healthy
Supply chain Management reliance through remunerative and pocket friendly products.
Distributors, return to Farmers.
Distribution of Dairy Products Consumer problem solving Industries producing Milk
Wholesale and retail sellers, Best quality product, sytem. based products
Investors, Provision for Animal feeding
Health conscious products.
Key Resources Channels
Product for all
Farmers Amul parlours
No premium offering,
Management staff- Human Retail outlets

Chilling Warehouses Wholesale dealers.

Animal husbandry

Wholesale and retail outlets

Cost Structure Revenue Streams

Low cost strategies adopted Price of Products,

Fixed cost- Salaries, Bill Payments, Advertisement and Marketing, Research and Advertisement and marketing of products,
development.
Franchise fess,
Variable cost: Remuneration to Milk Producers,
Licencing fees/ royalty fees.