amul project


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Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07).

Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind the success of Amul.

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) is the apex body of 13 District Milk Unions having a membership of 2.7 million members, spread across 13,000 villages of Gujarat In September 2007, Amul emerged as the leading Asian brand according to a survey by Synovate to find out Asia's top 1000 Brands.

Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries.

It is also the world's biggest vegetarian cheese brand

Vital Facts: GCMMFType of industry Broad product line : Dairy cooperative organization : Milk powders, milk, butter, ghee, cheese, curd, Chocolate, ice cream, cream, shrikhand, Jamuns, basundi, Nutramul brand and others. Members No. of Producer Members No. of Village Societies Total Milk handling capacity Milk collection (Daily Average 2007-08): Milk Drying Capacity: Cattle feed manufacturing Capacity: Corporate office : 13 district cooperative milk producers' Union : 2.7 million : 13,141 : 10.21 million liters per day 7.4 million liters 626 Mts. per day 3090 Mts per day

Milk collection (Total 2007-08) : 2.69 billion liters

: Gujarat Cooperative Milk Marketing Federation ltd. Amul Dairy Road P B No.10, Anand 388 001, India Phone: +91-2692-258506, 258507, 258508 Fax: +91-2692-240208 Email:

Company ProfileHistory of Indian Dairy IndustryOrganized milk handling began in India with the establishment of Military Dairy Farms.

Handling of milk in Co-operative Milk Unions established all over the country on a small scale in the early stages. Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945 Pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras (1963) etc.

Establishment of Milk Plants under the Five-Year Plans for Dairy Development all over India. These were taken up with the dual object of increasing the national level of milk consumption and ensuing better returns to the primary milk producer. Their main aim was to produce more, better and cheaper milk.

Amul: The originThe mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. Creating a pattern of liberation and self-reliance for every farmer to follow.The Dairy Movement in India The dairy cooperative movement in India continues to be unparalleled in the world in terms of its scope and scale. Launched in the Kaira district of Gujarat during India's independence, farmers were encouraged to form a cooperative to counter exploitatively

low prices offered for their milk by the monopoly milk supplier, Polson Dairy. The Kaira cooperative launched its operations in 1946 and operated at two levels. The primary village dairy cooperative society of milk producers collaborated with others in the district to form the milk producers union, which procured and processed the milk. The union processed the milk that was procured from the village dairy cooperatives at its processing plants. In addition to collecting surplus milk, the Kaira union assisted members in expanding production. The father of the Indian dairy movement was Verghese Kurien. A mechanical engineer from the Michigan State University, US, Kurien helped India to become the largest producer of milk in the country. As the number of district unions increased, the Kaira cooperative was transformed into the Gujarat Milk Marketing Federation Ltd (GCMMF) under the chairmanship of Kurien. GCMMF coordinated the operations of the union and marketed milk and milk products. As the operations were based in Anand, Gujarat, this came to be known as the Anand model. This model was replicated across India. In 1965, NDDB was formed under the chairmanship of Kurien and was mandated with the task of building cooperative dairies across the country. Operation Flood was launched in 1970, which sought to establish dairy cooperatives across India, get rid of middlemen, remove seasonal price variations and make it economically viable for farmers to undertake production and distribution of milk. Operation Flood achieved phenomenal success: trebling India's annual milk production from 21 million tonnes in 1968 to 74 million tonnes in 1999. Nearly 9 million small producers in 74,000 villages began supplying hygienic and fair priced milk to 300 million consumers and earning revenues of Rs 25 billion in the process. Of the Rs 2 billion invested by World Bank in the second phase of Operation Flood, the net return to the rural economy has been in the region of Rs 240 billion.per year over a period of ten years or a total of Rs 2.4 trillion in all. No other development programme in the world has achieved such success. Several countries like Sri Lanka, Bangladesh, Nepal, the Philippines, Malaysia and some African countries have decided to implement similar projects. The third phase of Operation Flood, implemented during 1985-96 aimed at consolidating the achievements of the first two phases. Infrastructure was strengthened, production enhanced and animal healthcare and nutrition improved. The Operation Flood III programmes was funded by a World Bank credit of US $365 million and food aid worth Rs 2226 million. By May 1995, Rs 15.78 billion had been invested in the three phases of Operation Flood. By the time the third phase came to an end, milk processing capacity had grown to 17.2 million litres per day. Chilling capacity of 6.9 million litres per day had been added and milk powder production capacity of 839 tonnes per day had been set up. By 1999, average milk procurement by the cooperatives had grown to 10.2 million litres per day, of which 9.4 million litres was marketed as liquid milk. The remainder was converted into milk powder, butter, cheese, ghee and other traditional milk products. NDDB has been focusing on intensive R&D activities in animal husbandry through the late 1990s. It has set up an embryo transfer lab at Sabarmati Ashram Gaushala in Ahmedabad. NDDB has also been working on improving nutrition quality of the normal cattle feed. NDDB has made it possible to transport milk over long distances by using

over 140 insulated rail milk tankers, each with a capacity of 40,000 litres. This has enabled the National Milk Grid to supply milk to milk-deficient regions in the country. In 2000, NDDB announced a ten-year plan called Perspective 2010. It is aimed at strengthening the dairy cooperative movement. The major objectives include:

increasing milk procurement by cooperatives from 5.75 mt in 2000 to 17.8 mt in 2010; increasing the number of dairy cooperative societies from 84,289 in 2000 to 129,480 in 2010; increasing the membership in dairy cooperatives from 10.62 million in 2000 to 15.62 million in 2010; and

increasing the amount of milk to be marketed from 4.7 mt in 2000 to 14 mt in 2010.

Milk Production 1950 17 million tonnes 1996 70.8 million tonnes 1997 74.3 mT (Projected) 2020 240 mT Expected to reach- 220 to 250 mT 2020 India contributes to world milk production rise from 12-15 % & it will increase upto 3035% (year 2020) Average milk production / year America 6874 Kg/ year Denmark 6223 Kg/year Holland 5751 Kg/year India 552 Kg/year

Average Productivity 2.4 kg/day or 732 kg/lactation/cow China: 1600 kg/lactation America 7200 kg/lactation

Percapita availability: Recommanded 210 gm India 1950 132 gm 1997 214 gm 2020 290 gm India contributes 35% of total Asian milk

The Liquid Milk & Milk Products Market Out of a total production of 88 mt of milk, 46per cent is consumed as liquid milk. Less than 30 per cent of milk production i.e. 26.4 mt is packaged. Currently barely 778 out of 3,700 cities and towns are served by the milk distribution network, dispensing hygienically packed wholesome, quality pasteurized milk. According to one estimate, the packed milk segment would double in the next five years. The effective milk market is largely confined to urban areas, inhabited by over 25 per cent of the country's population. In urban India, an estimated 50 per cent of the total milk produced is consumed by a population of roughly about 350 million. The expected rise in urban population would be a boon to Indian dairying. Of the three A's of marketing - availability, acceptability and affordability, the dairy sector is at an advantage since Indians are a milk loving people. However what continues to be a challenge is the affordability factor. Volume sales could dramatically increase if small packs of 250 ml or less is made available. Sales of milk powders in mini-sachets, for two cups of tea or coffee, could also help in increasing volumes. Flavoured Milk is increasingly becoming the toast of the milk market. The overall market for flavoured milk in India is estimated to have grown 27 per cent in value terms in 2004-05