• Formed in 1946, Amul is a dairy cooperative movement in India

• The brand name AMUL is managed by Gujarat Co-operative

Milk Marketing Federation Ltd. (GCMMF)

• It is the largest producer of milk and milk products in the world

• It is a billion-dollor brand

• Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world
 AMUL PRODUCT PORTFOLIO
CATEGORY MARKET SHARE MARKET POSITION

BUTTER 85% 1

MILK POWDER 40% 1

CHEESE 50% 1

ICECREAM 24.75( HUL-28.22%) 2

(MOTHER’S DAIRY-8.66%

SWEETS 50% 1

CHOCOLATE DRINK 90% 1

CHOCOLATE 10% 3
Amul…Over The Years
Cont..
Eliminating non profit generating products
Product overlap
Diversification and elimination