AMUL – THE TASTE OF INDIA

By: Boorugu. Bhavani

TPS 29-134
 INTRODUCTION
Amul is an Indian dairy cooperative.
• Industry : Dairy / Fast- moving consumer good (FMCG)
• Founded : 1946
• Headquarters : Anand, Gujarat, India
• Parent : Gujarat Co-operative Milk Marketing Federation Ltd.
• Chairman : Ramsinh Parmar
• Website : www.amul.com
 BRAND ELEMENT
Brand Name : “Amul” is acronym of Anand Milk Federation Union Ltd.
Also means “Amul” “Amulya”(Sanskrit) invaluable & symbolized the prize of swadeshi
production

Logo :

Slogan : “ THE TASTE OF INDIA”

For Butter : “ Utterly, butterly, delicious …. Amul”

Mascot :
 HISTORY
• Formed in 1946 is dairy cooperative movement in India
• Spurred by the White Revolution of India, which has made India the largest producer of milk and
milk products in the world.
• Started with very few farmers providing 247 liters milk per day during 1946….Now has created an
economic network with 750 employees of marketing arm & over 3.6 million milk producer members
providing total of 17.65 million liters per day.
 OVERVIEW
GCMMF- An Overview
Year of establishment : 1973
Members : 18 District Cooperative Milk Producers Union
No. of producer members : 7,64,954
No. of village societies : 1821
Total Milk handling capacity per day : 5 Million litres
Milk collection ( daily average) : 3.3 Million litres
Milk drying capacity : 150 mts per day
Whey drying capacity : 60 mts per day
Cattle feed manufacturing capacity : 300 mts per day
 MISSION, VISION AND OBJECTIVE

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

Mission
We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customers of the worl,
through excellence in marketing by our committed team. Through cooperative networking, we are
committed to offering quality products that provide best value for money.

Objective
To ensure that the maximum share of the consumer’s rupee goes back to the milk producers.
 PRODUCT MIX
• Amul Milk.
• Bread Spreads.
• Cheese.
• Paneer.
• Dahi.
• Beverage Range.
• Ice Cream.
• Ghee
• Milk powder
• Chocolates
• Fresh cream
• Mithai mate
• Happy treats
• Amul Pro
• Bakery products
• Amul puffles
• Mithai Range
• Roti softener
• Panchamrit
• Amul sour cream
• Amul cattle feed
• Amul recipes
KEY PEOPLE
Rupinder Singh Sodhi ( MD )

SWOT ANALYSIS
STRENGTH
Investment in Technology
Amul has experienced exponential growth in the last few decades. The company is continually
investing in adaptive and revolutionary technologies within the dairy industry. The company is
targeting a turnover of Rs. 50,000 crore in the fiscal year 2020.
Production Capacity
Amul is one of the largest manufacturers of milk and dairy products in the world. The company is
managed by the Gujarat Co-operative Milk Marketing Federation Limited, which is a dairy producers
cooperative which supplies the company with almost 18 million liters of milk daily.
Market Share
Amul has transformed itself into the market leader of milk and dairy products in the country. For
instance, Amul has a market share of 33 per cent in the organized ice cream industry. The ice cream
market is expected to grow by 30 per cent.
 
WEAKNESS
High Operational Cost
Amul has a high operational cost due to its massive size and complex structure. This can become
problematic for the company if the company experiences fall in demand.
The company also heavily depends on the dairy unions and communities for its supply of milk. As the
needs of the dairy community are changing with them demanding higher prices for their produce.
 Lack of Success in Certain Areas of Portfolio Expansion
Amul has expanded its product portfolio to add products such as butter, ghee, buttermilk, flavored
milk, ice cream, chocolates, cheese, creams, sweets and more.
OPPORTUNITIES
High per capita Milk consumption
India is a high milk consuming nation with milk and dairy products being an essential component of the
Indian diet. According to research, Indians consume almost 100 liters of milk per annum.
International Expansion
Amul can serve global markets. The brand can expand into overseas markets such as the Middle-East and
the Asian markets by aggressively targeting Indian expats living in these countries. Amul can organically
broaden its international presence and consumer base.

THREATS
Increasing Competition
Amul is facing increasing competition in milk and dairy products sector from brands such as Mother
Dairy, Aavin, Kwality Ltd, Nadini Dairy, HUL and other local players. Amul is also facing increasing
competition within the ice cream sector from Kwality Walls, Baskin Robins, Havmor, London Dairy and
 COMPETITORS

• Mother Dairy
• Prabhat Dairy Ltd.
•  Osam Dairy
• Chitale Dairy
• Gowardhan
•  Kwality Wall
• Adityaa Milk 
• Mars
• Hershey
•  Britannia Industries Limited
BUSINESS MODEL
• Amul follows a unique business model.
• They are more interested in protection of milk producing farmers

ORGANISATIONAL STRUCTURE
• The cooperative came to known as “Anand Pattern” cooperative system.
• It has a three-tier structure.
• Each tier is economically independent.
AWARDS AND ACHIEVEMENTS
• GCMMF received Bronze Trophy at the Indian Marketing Awards – 2014
• GCMMF – Finalist in World Beverage Innovation Awards - 2014
• Amul wins World Dairy Innovation Awards - 2014
• Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD STANDARD Quality Award 2013
• Amul receives Green Globe Foundation Award
• Dr. V.Kurien honoured with Life Time Achievement Award

CSR ACTIVITIES
• Tribuvandas foundation – rural health & development
• Tree plantation ( 619.7 lakhs)
• Amul Relief Trust (2001)
• Blood donation campaign
• Amul scholar
• Rural sanitation campaign
 CONCLUSION

• There are a significant no. of the retailers who are stocking more than two
brands.
• Amul has high scope of attracting and capturing the more evolved young
adults and children who are open to new products provided they meet
their expectations.
• It is also one of the most successful cooperative associations in India and
also now the market leader in the dairy sector.
• Amul dominant presence in the market of dairy foods has led to amul
becoming a household name.
• Amul has revolutionalized the Indian dairy sector and also bought it back
from the brink of extinction.