Amul (Anand Milk Union Limited)

Presented By:

PRADEEP KUMAR

ICBM-SBE- 13/150

HISTORY

Formed in 1946, is a dairy cooperative movement in India with 250 liters of milk per day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION.

Dr. Varghese Kurien former chairman of GCMMF the man behind the success of Amul.

The brand name Amul means “AMULYA” (suggested by a quality

control expert in Anand). This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”.

Amul has spurred the white revolution of India, which has made India the largest producer of milk and milk products in the world and the White Revolution has finally created a billion-dollar brand

Amul has more than 150 chilling centers in various villages

COMPANY OVERVIEW

LOCATION & SUBSIDIARIES

KEY MEMBERS

CHAIRMAN OF GCMMF

- MR.VIPUL CHAWDARY

M.D OF GCMMF

- MR. RUPINDER SINGH SODHI

CHAIRMAN OF AMUL DAIRY

- MR.RANSINGH PARMAR

CHAIRMAN OF SABAR DAIRY

- MR.JETHA PATEL

CHAIRMAN OF VALSAD DAIRY

- MR.MOGHA DESAI

CHAIRMAN OF GANDHINAGAR DAIRY

- MR.SHANKERSINGH RANA

FOUNDER’S BIOGRAPHY VERGHESE KURIEN

He was a renowed Indian Social Entreprenuer. He is also known as Father of the White

Revolution for his billion litre idea. He started the programme which was known as

Operation Flood. He took India from being a milk-deficient

nation, to the largest milk producer in world. He founded around 30 institutions of excellence

(AMUL, GCMMF, IRMA, NDDB) which are owned, managed by farmers & run by professionals.

RUPINDER SINGH SODHI He is B.E (Ag) from college of Technology and Agricultural

Engineering, Udaipur.

He is an alumni from the first batch of IRMA – batch of ‘82.

He has 29 years of rich experience in marketing & sales function with GCMMF.

He has excellent understanding of product management & advertisement function

He is also responsible for creating the current structure of the GCMMF.

AMUL MODEL

•Establishment of a direct linkage between milk producers and consumers by eliminating middlemen.

• Milk Producers (farmers) control procurement, processing and marketing.

• Professional management .

•The Amul model has helped India to emerge as the largest milk producer in the world.

CONTINUED…

MAJOR PRODUCTS AMUL PRODUCTS

AMUL PRODUCT PORTFOLIOCATEGORY MARKET SHARE MARKET POSITION

BUTTER 85% 1

MILK POWDER 40% 1

CHEESE 50% 1

ICE -CREAM 24.75%(HUL -28.22%,MOTHER DAIRY –

8.66%)

2

SWEETS 50% 1

CHOCOLATE 90% 1

CHOCOLATE 10%(CADBURY 70%) 3

TOP COMPETITORSTOP COMPETITOR

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SWOT ANALYSIS

• Affordable price• Strong network of over 3 million milk producers• Market Segmentation• Strong network of Amul retail outlets, stalls and parlours• A popular mascot in the Amul girl

•Low market share in chocolates segment•Strong competition from international & domestic players in the ice cream segment means limited market share

SWOT ANALYSIS

• Introduce new products in the chocolate segment• To tap the untapped market, increase its reach in rural markets• Rise in purchasing power of Indian people

• Strong competition from international players•Economic slowdown and inflation• Local competitors

CSR ACTIVITIES

A school reconstructed by Amul Relief Trust in the earthquake affected Kathada Village in Mandvi Taluka of Gujarat.

Amul Coops plant more than 311.98 lakhs trees.

CURRENT ACTIVITIES

Amul is planning to acquire Delhi Milk Scheme which has been running into losses.

GCMMF is planning to increase the capacity of its existing plants by 25-30%.

The company, which currently has a procurement capacity of 125 lacs lt. is aiming to increase it to 200 lacs lt. by 2020.

GCMMF also plans to invest Rs 3000 crore over the next five years in new projects.

GCMMF owner of the brand Amul, to manufacture its dairy products in the U.S. through a deal with a dairy plant owner in New Jersey in the next 6 to 8 months as of July 2013.

Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world, which is matter of proud for Gujarat and whole India.