AMUL

(ANAND MILK UNION LIMITED) AMUL WAS FORMED IN 1946, IS A DAIRY COOPERATIVE IN INDIA. IT IS MANAGED BY AN APEX COOPERATIVE ORGANIZATION, GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. (GCMMF). AMUL IS BASED IN ANAND, GUJARAT AND HAS BEEN AN EXAMPLE OF A CO-OPERATIVE

AMUL HAS SPURRED THE WHITE REVOLUTION OF INDIA, WHICH HAS MADE INDIA THE LARGEST PRODUCER OF MILK AND MILK PRODUCTS IN THE WORLD AMUL IS THE LARGEST FOOD BRAND IN INDIA AND WORLD'S LARGEST POUCHED MILK BRAND WITH AN ANNUAL TURNOVER OF US $2.2 BILLION (2010 11). CURRENTLY UNIONS MAKING UP GCMMF HAVE 3.1 MILLION PRODUCER MEMBERS WITH MILK COLLECTION AVERAGE OF

BESIDES INDIA, AMUL HAS ENTERED OVERSEAS MARKETS SUCH AS MAURITIUS, UAE, USA, OMAN, BANGLADES H, AUSTRALIA, CHINA, SINGAPORE, HONG KONG AND A FEW SOUTH AFRICAN COUNTRIES.

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KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS' UNION WAS REGISTERED ON DECEMBER 14, 1946 AS A RESPONSE TO EXPLOITATION OF MARGINAL MILK PRODUCERS BY TRADERS OR AGENTS OF EXISTING DAIRIES IN THE SMALL TOWN NAMED ANAND. THE FIRST MODERN DAIRY OF THE KAIRA UNION WAS ESTABLISHED AT

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KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD. WHICH HAD ESTABLISHED THE BRAND NAME AMUL IN 1955 DECIDED TO HAND OVER THE BRAND NAME TO GCMMF (AMUL).

 CHAIRMAN,

KAIRA DISTRICT COOPERATIVE MILK PRODUCERS' UNION LIMITED. (KDCMPUL). THE GUJARAT COOPERATIVE MILK MARKETING FEDERATION LTD, ANAND (GCMMF) IS THE LARGEST FOOD PRODUCTS MARKETING ORGANIZATION OF INDIA. IT IS THE APEX ORGANIZATION OF THE DAIRY COOPERATIVES OF GUJARAT.

THESE COOPERATIVES COLLECT ON AN AVERAGE 9.4 MILLION LITERS OF MILK PER DAY FROM THEIR PRODUCER MEMBERS. THE TURNOVER OF GCMMF (AMUL) DURING 2010-11 WAS RS. 97.74 BILLION

THE AMUL MODEL IS A THREE-TIER COOPERATIVE STRUCTURE. THIS STRUCTURE CONSISTS OF A DAIRY COOPERATIVE SOCIETY AT THE VILLAGE LEVEL AFFILIATED TO A MILK FEDERA UNION AT THE DISTRICT LEVEL WHICH IN TION TURN IS FURTHER FEDERATED INTO A MILK MILK FEDERATION AT THE STATE UNION LEVEL.
VDCS

 COLLECTION

OF SURPLUS MILK FROM THE MILK PRODUCERS OF THE VILLAGE . PROVIDING SUPPORT SERVICES TO THE MEMBERS LIKE , CATTLE-FEED SALES, MINERAL MIXTURE SALES, FODDER & FODDER SEED SALES, CONDUCTING TRAINING ON ANIMAL HUSBANDRY & DAIRYING, ETC. SELLING LIQUID MILK FOR LOCAL CONSUMERS OF THE VILLAGE.

 PROCUREMENT

OF MILK FROM THE VILLAGE DAIRY SOCIETIES OF THE DISTRICT ARRANGING TRANSPORTATION OF RAW MILK FROM THE VDCS TO THE MILK UNION. PROVIDING MANAGEMENT SUPPORT TO THE VDCS ALONG WITH REGULAR SUPERVISION OF ITS ACTIVITIES. ESTABLISH CHILLING CENTERS & DAIRY

 SELLING LIQUID

MILK & MILK PRODUCTS WITHIN THE DISTRICT PROCESS MILK INTO VARIOUS MILK & MILK PRODUCTS AS PER THE REQUIREMENT OF STATE MARKETING FEDERATION. DECIDE ON THE PRICES OF MILK TO BE PAID TO MILK PRODUCERS AS WELL ON THE PRICES OF SUPPORT SERVICES PROVIDED TO MEMBERS.

 MARKETING OF

MILK & MILK PRODUCTS PROCESSED / MANUFACTURED BY MILK UNIONS. ESTABLISH DISTRIBUTION NETWORK FOR MARKETING OF MILK & MILK PRODUCTS. ARRANGING TRANSPORTATION OF MILK & MILK PRODUCTS FROM THE MILK UNIONS TO THE MARKET. CREATING & MAINTAINING A BRAND

 PROVIDING SUPPORT

SERVICES TO THE MILK UNIONS & MEMBERS LIKE TECHNICAL INPUTS, MANAGEMENT SUPPORT & ADVISORY SERVICES. POOLING SURPLUS MILK FROM THE MILK UNIONS AND SUPPLYING IT TO DEFICIT MILK UNIONS. ESTABLISH FEEDER-BALANCING DAIRY PLANTS FOR PROCESSING THE SURPLUS MILK OF THE MILK UNIONS. ARRANGING FOR COMMON PURCHASE OF

 THE DAIRY

COOPERATIVES HAVE BEEN ABLE TO MAINTAIN DEMOCRATIC STRUCTURE AT LEAST AT THE GRASS-ROOT LEVEL WITH THE MANAGEMENT COMMITTEE OF THE VILLAGE LEVEL UNIT ELECTED FROM AMONG THE MEMBERS IN MAJORITY OF THE VILLAGES. THE DAIRY COOPERATIVES HAVE ALSO BEEN INSTRUMENTAL IN

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MILLION MILK PRODUCER MEMBER FAMILIES 15,760 VILLAGE SOCIETIES 15 DISTRICT UNIONS 9.4 MILLION LITERS OF MILK PROCURED PER DAY.

GCMMF IS THE LARGEST COOPERATIVE BUSINESS OF SMALL PRODUCERS WITH AN ANNUAL TURNOVER OF RS. 53 BILLION THE GOVT. OF INDIA HAS HONORED AMUL WITH THE |BEST OF ALL CATEGORIES RAJIV GANDHI NATIONAL QUALITY AWARD}.

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150 MILLION DISBURSED IN CASH DAILY. LARGEST COLD CHAIN NETWORK. 48 SALES OFFICES, 5000 WHOLESALE DISTRIBUTORS, 7 LAKH RETAIL OUTLETS. EXPORT TO 37 COUNTRIES WORTH RS. 150 CRORES. WINNER OF APEDA AWARD FOR NINE CONSECUTIVE YEARS.

 GCMMF

(AMUL) HAS THE LARGEST DISTRIBUTION NETWORK FOR ANY FMCG COMPANY. AMUL IS AVAILABLE TODAY IN OVER 40 COUNTRIES OF THE WORLD. AMUL IS EXPORTING A WIDE VARIETY OF PRODUCTS WHICH INCLUDE WHOLE AND SKIMMED MILK POWDER, COTTAGE CHEESE (PANEER), UHT MILK, CLARIFIED BUTTER (GHEE) AND

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SEPTEMBER 2007, AMUL EMERGED AS THE LEADING INDIAN BRAND ACCORDING TO A SURVEY BY SYNOVATE TO FIND OUT ASIA'S TOP 1000 BRANDS IN 2011, AMUL WAS NAMED THE MOST TRUSTED BRAND IN THE FOOD AND BEVERAGES SECTOR IN THE BRAND TRUST REPORT, PUBLISHED BY TRUST RESEARCH ADVISORY. INDIA'S TOP 20 BRANDS: AMUL IS NO. 1 :

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1967 AMUL PRODUCTS' MASC OT HAS BEEN THE VERY RECOGNIZABLE "AMUL BABY" A CHUBBY BUTTER GIRL USUALLY DRESSED IN POLKA DOTTED DRESS.

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1966, AMUL HIRED SYLVESTER DACUNHA, THEN MANAGING DIRECTOR OF THE ADVERTISING AGENCY AS TO DESIGN A NEW AD CAMPAIGN FOR AMUL BUTTER. THE CAMPAIGN WAS WIDELY POPULAR AND EARNED A GUINNESS WORLD RECORD FOR THE LONGEST RUNNING AD CAMPAIGN IN THE

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ESTABLISHMENT OF AMUL IS ALSO KNOWN AS WHITE REVOLUTION. THE WHITE REVOLUTION OF INDIA INSPIRED THE NOTABLE INDIAN FILMMAKER SHYAM BENEGAL TO BASE HIS FILM MANTHAN (1976) ON IT.

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FOOD BRAND AMUL HAS RECEIVED VARIOUS AWARDS SUCH AS THE RAMKRISHNA BAJAJ NATIONAL QUALITY AWARD IN 2003. AWARD INTERNATIONAL CIO 1000 FOR RESOURCEFULNESS. THE RAJIV GANDHI NATIONAL QUALITY AWARD IN 1999.

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WHITE REVOLUTION WAS A CHANGE AGAINST THE MONOPOLISTIC FIRM. NOW IT HAS REACHED TO THE GREAT HEIGHTS IT NOW EMPLOYEES 735 EMPLOYEES OF MARKETING ARM. HOWEVER, REAL POOL CONSIST OF 3.03 MILLION MILK PRODUCER. THE REVENUE GENERATED$2.15 BILLION (2010-11).