The Kaira District Co-operative MiIk

Producers Union Limited, popuIarIy

known as AmuI Dairy is a US $ 500
miIIion turnover institution
It is a institution buiIt up with a network
of over 10000 ViIIage Co-operative
Societies and 500,000 pIus members
Managed by an apex cooperative
organisation, Gujarat Co-operative MiIk
Marketing Federation Ltd. (GCMMF),
which today is jointIy owned by some
2.41 miIIion miIk producers in Gujarat,
India
Amul is the largest food brand in
ndia with an annual turnover of
US $1068 million (2007-08)
Currently Amul has 3.11 million
producer members with milk
collection average of 6.04 million
litres/day.
Amul is the largest producer of
milk and milk products in the
world.
Sales Turnover US $ (million)
1994-95 355
1995-96 400
1996-97 450
1997-98 455
1998-99 493
1999-00 493
2000-01 500
2001-02 500
2002-03 575
2003-04 616
2004-05 672
2005-06 850
Amul
2007-08 1068
Amul's products range
includes milk powders,
milk, butter, ghee,
cheese, curd,
chocolate, ice cream,
cream, shrikhand,
paneer, gulab jamuns,
basundi, Nutramul
brand and others.
!roduct Range
Brand Name
Liquid Milk (nine varieties)
Milk !owders (five varieties)
Butter
Ghee (two varieties)
Bread Spread
Cheese (three varieties)
Cocoa !roducts (two varieties)
Sweets (three varieties)
ce Cream (several varieties)
Condensed Milk
Edible Oil (nine varieties)
Mineral Water
Fruit Drinks
!anel E: Number of Brands
Liquid Milk: AMUL, SAGAR
Milk !owders: Amulspray,
AMUL, SAGAR, Amulspree,
Amulya
Cocoa !roducts: AMUL,
Nutramul
Edible Oils: Dhara, Lokdhara
Mineral Water: Jal Dhara
Fruit Drinks: Safal
Collection Chain
Supply Chain
eighing the miIk
Determination of fat content
CaIcuIation of the purchase price
Storing the miIk
Processing the miIk
Distributing the miIk
Amul Strategy
AMUL introduced an
electronic automatic milk
collection system in 691
milk collection centres,
The system weighs the
milk and measures its fat
content at the time of
delivery to the centre.
This system reduced time
required for collecting the
milk.
t enabled immediate
payments to the farmer
AMUL WORKNG TO COLLECT MLK
electronic weighing scale
MLK-O-TESTER
The CYCLE
MLKMAN
COW
DARY
DCS
Farmers
Village
Cooperative
Societies (with
Chilling Units)
Village
Cooperative
Societies
(without Chilling
Units)
Local
Restaurants/Other
Milk related
businesses
Milk Sold to
Village &
Local Residents
Milk !rocessing
Union &
Warehouses
Warehouses
Wholesalers/C&S
Retailers Home Delivery
Contractors
CONSUMERS
Network
Services
* Veterinary
Services
* Animal
Husbandry
* Animal
Feed Factory
* Milk Can
!roducers
* Agriculture
University
* Rural Mgmt
nstitute
* Trucking
Facilities
Chilling !lants
CONSUMERS
AMUL SU!!LY CHAN
.
Members: 2 district milk producing units
Number of !roducer Members: 2.5 million
Number of Village Societies: 11,962
Total Milk Handling Capacity: 9.91 million litres per day
Total Milk Collection: 2.28 billion litres
Daily Average Milk Collection 6.3 million litres
Milk Drying Capacity: 511 metric tons per day
Cattle feed Manufacturing Capacity 2340 metric tons per day
Sales Turnover: US $868 million
AMUL NFRASTRUCTURE N RURAL NDA
Amul Marketing in Rural Sector in India
Road Shows Road Shows
Advertisements on Aakashwani
Advertisements on Aakashwani
Hoardings !osters
AMUL NCATVE N DEVELO!NG RURAL RETALNG
nsurance against natural calamities
Establish telecenters and enhance
technology in villages
To charge for each service provided to
the supplier
To purchase all milk that member farmers
produced
To sell liquid milk at affordable prices so
as to serve a large number of consumers
To develop and deliver services that will
improve lives of people in the network
To hire professional managers, to run the
federation and unions, whose values
included upliftment of rural poor.
CONCE!T Behind Rural Retailing
nspiring Leadership
and Consuming Values
Building Networks
Coordination for
Competitiveness
Technology for
Effectiveness
The Management Paradigm: "Anand Pattern"
Physique :
Taste, Quality
PersonaIity :
Simple, ndian
SeIf-Image :
!roud ndian, Fun loving
RefIection :
Value Oriented
CuIture :
Co-operative, Sharing
ReIationship :
Sociable
WHY AMUL S
?