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BUSINESS needs ideas, not merely money. Ventures run on just money, but starved of ideas,
would eventually fall prey to competition and perish. And, if ideas are available in abundance,
business can overcome other handicaps, including its relative weaker money power, compared to
that of its rivals. The success story of the Gujrat Co-operative Milk Marketing Federation
(GCMMF) proves this point.

Amul follows a unique business model, which aims at providing 'value for money' products to its
consumers, while protecting the interests of the milk-producing farmers who are its suppliers as
well as its owners. Despite being a farmers' co-operative, Amul has given multinationals a run
for their money.

G The  
 has established itself as a uniquely appropriate model for rural
development. Amul has spurred the White Revolution of India, which has made India the
largest producer of milk and milk products in the world. It is also the world's biggest
vegetarian cheese brand.

G Amul¶s is India¶s largest diary producing company with over half the market leading
other national companies such as Mother Diary and multinational food product
companies such as Nestle India and Hindustan Lever Ltd.

G Amul demonstrates how careful and consistent product stewardship combined with a
deep and intimate understanding of the market leads to consistent growth and success.
The company can process nearly 10 million litres of milk each day.

G The company started as the Gujarat Cooperative Milk Federation in 1946,collecting just
250 litres of milk a day. The company was formed to give farmers their due and protect
them from unscrupulous middlemen. Since then the company has come a long way . but
one thing is still the same . that time also it was by and for the farmers and today also it¶s
the same .

G In the mid 1950¶s Amul looked for ways to utilize the surplus milk by manufacturing
Butter, Milk,Cheese and other milk derived products.

G It is integrated into the fabric of Indian society ,from its roots in representing small
farmers and struggler or the poor and impoverished in difficult circumstances.
 G The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was
suggested by a quality control expert in Anand. Some cite the origin as an acronym to
(Anand Milk Union Limited)

G Amul, a brand owned by the 26 lakh milk producers of Gujarat has once again demonstrated
that when farmers are given the instruments of development in their hands, they can work
wonders. The billion dollar Gujarat Co-operative Milk Marketing Federation, the apex body of
13 district milk producers¶ unions has been instrumental in making Amul a brand to reckon
with.

G u



GCMMF is India's largest food products marketing organisation. It is a state level apex
body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing quality products, which are
good value for money. GCMMF markets and manages the Amul brand. From mid-1990's
Amul has entered areas not related directly to its core business

G The AMUL experience has attracted considerable interest from the development
community ± predominantly anthropologists, development & agriculture economists, and
political scientists. Key areas of their enquiry have been the role of AMUL in reducing
social and economic inequality



 

AMUL¶s journey towards excellence is marked by some critical understanding of the business
environment in large emerging economies like India where markets have to be developed by
combining efficiency related initiatives with increasing the base of marginal suppliers and
consumers. The essence of AMUL¶s efforts was as follows:

 ù It combined market and social development in an emerging economy. It recognized the

inter-linkages between various environments that governed the lives of marginal milk
farmers and the unmet needs of consumers.
 It also changed the supply chain paradigm in order to reduce the cost to the consumer while
increasing the return to the supplier.

 ù It realized that in order to achieve their objectives, it had to benefit a large number of
people ± both suppliers and consumers. While large scale had the danger of failure due to
poor control and required more resources, it also had the advantage of creating a
momentum that would be necessary to bring more people into the fold and thereby help
more suppliers and consumers.
  ù It also realized that its goal could only be achieved in the long run and this required
developing values in people and processes that were robust, replicable and transparent.

 ù It also realized that the cooperative would not be independent and viable in the face of
competition if it were not financially sound. This implied that AMUL had to develop distinct
capabilities that would deliver competitive advantage to its operations.

 Thus this is a brief overview of Amul ± The taste of India .



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ñ Amul Butter
ñ Amul Lite Low Fat Breadspread
ñ Amul Cooking Butter
ñ Delicious Margarine

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ñ Amul / Sagar Pure Ghee

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ñ Amul Full Cream Milk Powder

ñ Amulya Dairy Whitener
ñ Sagar Skimmed Milk Powder
ñ Sagar Tea and Coffee Whitener
ñ Sweet condensed milk
ñ Amul Mithaimate




ñ Amul Shrikhand & Amrakhand

ñ Amul Mithaee Khoya Gulabjamaun
ñ Amul Basundi
‘„


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ñ Amul Taaza Toned Milk 3% fat

ñ Amul Gold Full Cream Milk 6% fat
ñ Amul Shakti Standardised Milk 4.5% fat
ñ Amul Slim & Trim Double Toned Milk 1.5% fat
ñ Amul Saathi Skimmed Milk 0% fat
ñ Amul Cow Milk
ñ Amul Yogi, A Flavoured Yoghurt
ñ Amul Masti Dahi (Fresh Curd)
ñ Amul Lite Dahi (Fresh Low Fat Curd)
ñ Amul Prolife probiotic Dahi (Fresh Probiotic Curd)
ñ Amul Buttermilk (Available Fresh in Pouch Pack)
ñ Amul Masti Spiced Butter Milk
ñ Amul Lassee

‘„
 
‘„


ñ Vanilla Royale
ñ Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
ñ Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)
ñ Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant,
Santra Mantra, Fresh Pineapple)
ñ Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
ñ Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite,
Cassatta)
ñ Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
ñ Amul SUGAR FREE Frozen Foods (Milk Based Sweet)
ñ Amul ProLife Probiotic Ice cream

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ñ Amul Fruit & Nut Chocolate

ñ Amul Bindazz
ñ Amul Rejoice
ñ Amul kesar
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ñ Nutramul Malted Milk Food

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ñ Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate,
Butterscotch)(Right now AMUL stopped its AMUL KOOL Production)
ñ Amul Kool Cafe amul sexy gums
ñ Amul Kool Koko

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