P R E S E N TAT I O N O N A M U L

NAME      -MOHAMMAD IMRAN

AFN        -221459
SUBJECT  -DESIGN THINKING
CODE      -KMBN106

SEMESTER-1ST

FA CULT Y  -MS.NI SHU

B H A D O R I YA
INTRODUCTION
• Amul is an Indian dairy state government cooperative society,
based in Anand, Gujarat.
•  Formed in 1946, it is a cooperative brand managed by Gujarat
Cooperative Milk Marketing Federation Ltd. (GCMMF),
which today is controlled jointly by 36 lakh milk producers in
Gujarat and the apex body of 13 district milk unions, spread
across 13,000 villages of Gujarat.
• Amul spurred India's White Revolution, which made the
country the world's largest producer of milk and milk products.
•  The word AMUL stands for Anand Milk Union Limited.
FOUNDER OF AMUL
• Tribhuvandas Kishibhai Patel under the guidance
of Sardar Vallabhbhai Patel became the founding
chairman of the organization and led it until his
retirement in the 70s. He hired Verghese Kurien in
1949 and convinced him to stay and help with the
mission.
• Under the chairmanship of Tribhuvandas, Kurien was
initially the general manager and helped guide the
technical and marketing efforts of Amul. Kurien was
the chairman of Amul briefly after Tribhuvandas
Kishibhai Patel died in 1994. Kurien, founder-
chairman of the GCMMF for more than 30 years
(1973–2006), is credited with the success of Amul's
marketing
BUSINESS • Every milk producer of the village is a member of the Village Dairy Cooperative
Society. These members elect their representatives. These representatives together
MODEL manage District Milk Unions.
• These district milk unions take care of milk and milk products and their
processing. They sell these products to the State Milk Federation. State Milk
Federation then acts as the distributor that sells or facilitates the selling of the
products in the market. The revenue gets shared downwards in a similar fashion.
• As one can understand from this model, the dairy is in control of the villagers
themselves. The district unions manage their processing and packaging. These
unions employ professionals to manage the dairy, processing, packaging, and
other links in the supply chain.
• Farmer organizations come together under one umbrella of Amul and they
directly sell products to consumers through state milk federation. This elimination
of intermediaries could ensure a good quality product at a competitive price. This
provided a stable income for marginal farmers in lean seasons as well because
there are no intermediaries to take the chunk. So even when sales are low, they
have a steady sum in hand.
PRODUCTS OF AMUL
• Amul Products List 
• Amul Milk Bread Spreads
• Cheese Paneer
• Dahi Beverage Range Ice Cream 
• Ghee 
• Milk Powders 
• Chocolates
•  Fresh Cream 
• Mithai Mate
•  Happy Treats
•  Amul PRO Bakery Products 
• Amul Peanut Spread
•  Amul Puffles 
• Mithai Range
•  Roti Softener
• Panchamrit Amul Sour Cream 
COMPETITOR OF AMUL
• Kwalty walls
• Vadilal
• Havmore

• Dinshaws
• Baskin Robbins
• nestle
• Besides these organised players, Amul has many
unorganized and small competitors as well which
offer their own ice cream variants in own outlets.
But the competition in other dairy products like
Butter and Cheese  is far less.
REASON FOR SUCCESS

Low Cost Strategy Robust Supply Chain Diverse Product Mix Technology And E
Enitiatives

Strong Distribution
Network
 W H Y W E H AV E T O
PURCHASE?
BECAUSE O F M A R K E T I N G A N D T H E T R U S T I T WA S
ABLE TO DEVELOP RIGHT FROM 90’S.THIS IS THE
M O S T I M P O R TA N T T H I N G T H AT ’ S W O R K I N G I N FAV O U R
O F A M U L . A N O T H E R T H I N G I S A M U L H A S A VA R I E T Y
OF PRODUCTS, MILK,YOGURT,ICE-CREAM,BISCUITS
ETC. PEOPLE SEE M O R E O F A M U L , I T S TAY S I N T H E I R
MIND AND THEY ARE TEMPTED TO BUY THE PRODUCT.
NOW, COM ING TO T HE TA ST E , IT TAS T E S B E T T E R
THAN SEVERAL OTHER BRANDS IN THE MARKET AND
N O O N E WA N T S T O T RY A N E W P R O D U C T W H E N T H E Y
H AV E A M U L A S A N A LT E R N AT I V E .
CONCLUSION

• AMUL has risen from Indian soil and it remains Indian in every sense. With roots well
established in the domestic market Amul is all set to fight in the global arena. With the
commitment it has shown in the past it will not be too long when Amul emerges a winner on all
fronts.There is ample scope in the low priced segment as also in other categories where
consumers presently are dissatisfied with the quantity being provided vis a vis the price being
charged. Delhi market is not restricted to monopoly outlets. There are a significant number of
retailers who are currently stocking more than two brands. So Amul can overcome it as earlier it
had to overcome this problem in the Mumbai market. Kwality Walls is right now in an investment
mode and is concentrating on expanding the market as also its reach. Amul should direct its
resources towards cashing in on Walls market development.
THANKYOU