The Amul Plant at Anand featuring the Milk Silos

Acronym of Anand Milk Union Limited, AMUL is also derived from the Sanskrit word "Amulya", Amul means invaluable.[2] Formed in 1946, it is a brand name managed by an Indian cooperative organisation, the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat, India.[3]

Entrance of Amul factory

Amul is based in Anand, Gujarat and is a cooperative organization Amul spurred the White Revolution in India which in turn made India the largest producer of milk and milk products in the world. It is also the world's largest vegetarian cheese brand 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 9.10 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but it plans to venture again Dr Verghese Kurien, former chairman of the GCMMF, is recognised[as a key person behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

History
The Kaira District Co-operative Milk Producers' Union was registered on December 01, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District ofGujarat).[9] Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season. The prices of buffalo and cow milk were arbitrarily determined. Moreover, the government at that time had given monopoly rights to Polson Dairy to collect milk from Anand and supply it to Bombay city in turn. [10] [11] Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to the producers).[12] He sent Morarji Desai(who later became Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. [11] Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages. [13] The Cooperative was further developed and managed by Dr.Verghese Kurien along with Mr H.M Dalaya. Dr.Kurien, a World Food Prize and Magsaysay Award winner, was the pioneer of this White Revolution. The first modern dairy of the Kaira Union was established at Anand. Indigenous research and development and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk for the first time on a commercial scale anywhere in the world. [14] The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short span five other district unions - Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were organized. [11] In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the GCMMF was established. The 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). [15] Impressed with the development of dairy cooperatives in Kaira District and its success, Lal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in 1964, asked Dr. Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Development Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India. [16] In 1960s Dr M M Kashyap (faculty Agricultural and Engg Dept), Bondurant and Dr Feryll (ex student of Dr Verghese Kurien (AMUL) visited AMUL factory in Gujarat as a research team under the head ship of Dr Bheemsen Shivdayal Pathak (ex- Director Sardar Patel Renewable Energy Research Institute). A Pasteurisation system was then setup at the research centre of the Punjab Agricultural University (PAU), under the guidance of Dr M M Kashyap. [edit]GCMMF

today

GCMMF is India's largest food products marketing organisation. [citation needed]. 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 affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time primarily due to the price differential and the brand name. It also entered the pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees. [edit]Company

info

The GCMMF is the largest food products marketing organisation of India. It is the apex organization of the Dairy Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. These cooperatives collect on an average 9.4 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL) during 2010-11 was 97.74 billion (US$1.77 billion). It markets the products, produced by the district milk unions in 30 dairy plants. The farmers of Gujarat own the largest state of the art dairy plant in Asia Mother Dairy, Gandhinagar, Gujarat which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily. [citation needed] [edit]The

Three-tier "Amul Model"

This section needs

additionalcitations for verification .

(February

2012)
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 Union at the District level which in turn is furthler federated into a Milk Federation at the State level. The above three-tier structure was set up in order to delegate the various functions, milk collection is done at the Village Dairy Society, Milk Procurement & Processing at the District Milk Union and Milk & Milk Products Marketing at the State Milk Federation. This helps in eliminating not only internal competition but also ensuring that economies of scale is achieved. As the above structure was first evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood Programme, it is known as the Amul Model or Anand Pattern of Dairy Coopera tives.

Responsible for Marketing of Milk & Milk Products Responsible for Procurement & Processing of Milk Responsible for Collection of Milk Responsible for Milk Production

[edit]Village

Dairy Cooperative Society (VDCS)

The main functions of the VDCS are as follows:

Collection of surplus milk from the milk producers of the village & payment based on quality & quantity Providing support services to the members like Veterinary First Aid, Artificial Insemination services, 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 Supplying milk to the District Milk Union

Thus, the VDCS in an independent entity managed locally by the milk producers and assisted by the District Milk Union. [edit]District

Cooperative Milk Producers Union (Dugdh Sangh)

The main functions of the Milk Union are as follows:

Procurement of milk from the Village Dairy Societies of the District Arranging transportation of raw milk from the VDCS to the Milk Union. Providing input services to the producers like Veterinary Care, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, etc. Conducting training on Cooperative Development, Animal Husbandry & Dairying for milk producers and conducting specialised skill development & Leadership Development training for VDCS staff & Management Committee members. Providing management support to the VDCS along with regular supervision of its activities. Establish Chilling Centres & Dairy Plants for processing the milk received from the villages. 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.

[edit]State

Cooperative Milk Federation (Federation)

The main functions of the Federation are as follows:

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 for marketing of milk & milk products (brand building). 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 raw materials used in manufacture / packaging of milk products. Decide on the prices of milk & milk products to be paid to Milk Unions. Decide on the products to be manufactured at various Milk Unions (product-mix) and capacity required for the same. Conduct long-term Milk Production, Procurement & Processing as well as Marketing Planning. Arranging Finance for the Milk Unions and providing them technical know-how. Designing & Providing training on Cooperative Development, Technical & Marketing functions. Conflict Resolution & keeping the entire structure intact.

Today, there are around 176 cooperative dairy Unions formed by 1.25 lakh dairy cooperative societies, having a total membership of around 13 million farmers on the same pattern, who are processing and marketing milk and milk products profitably, be it Amul in Gujarat or Verka in Punjab, Vijaya in Andhra Pradesh or a Nandini in Karnataka. This entire process has created more than 190 dairy processing plants spread all over India with large investments by these farmers institutions. These cooperatives today collect approximately 23 million kgs. of milk per day and pay an aggregate amount of more than Rs.125 billion to the milk producers in a year. [edit]Impact

of the "Amul Model"

The effects of Operation Flood Programme are more appraised by the World Bank in its recent evaluation report. It has been proved that an investment of Rs. 20 billion over 20 years under Operation Flood Programme in 70s & 80s has contributed in increase of Indias milk production by 40 Million Metric Tonne (MMT) i.e. from about 20 MMT in pre- Operation Flood period to more than 60 MMT at the end of Operation flood Programme. Thus, an incremental return of Rs. 400 billion annually have been generated by an investment of Rs. 20 billion over a period of 20 years. This has been the most beneficial project funded by the World Bank anywhere in the World. One can continue to see the effect of these efforts as Indias milk production continues to increase and now st ands at 90 MMT. Despite this fourfold increase in milk production, there has not been drop in the prices of milk during the period and has continued to grow. Due to this movement, the countrys milk production tripled between the years 1971 to 1996. Similarly, the per capita milk consumption doubled from 111 gms per day in 1973 to 222 gms per day in 2000. Thus, these cooperatives have not just been instrumental in economic development of the rural society of India but it also has provided vital ingredient for improving health & nutritional requirement of the Indian society. Very few industries of India have such parallels of development encompassing such a large population. These dairy cooperatives have been responsible in uplifting the social & economic status of the women folk in particular as women are basically involved in dairying while the men are busy with their agriculture. This has also provided a definite source of income to the women leading to their economic emancipation. The three-tier Amul Model has been instrumental in bringing about the White Revolution in the country. As per the assessment report of the World Bank on the Impact of Dairy Development in India, the Anand Pattern has demonstrated the following benefits:

is has multi-dimensional impacts importance of getting government out of commercial enterprises importance of market failure in agriculture power & problems of participatory organisations importance of policy correct

[edit]Achievements

of the "Amul Movement"

1. 2.

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 bridging the social divide of caste, creed, race, religion & language at the villages, by offering open and voluntary membership.

[edit]Achievements

of GCMMF

3.1 million milk producer member families 15,760 village societies 15 District Unions 9.4 million liters of milk procured per day 150 million (US$2.72 million) disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover of 53 billion (US$959.3 million)

The Govt. of India has honoured Amul with the Best of all categories Rajiv Gandhi National Quality Award. Largest milk handling capacity in Asia Largest cold chain network 48 Sales offices, 5000 wholesale distributors, 7 lakh retail outlets Export to 37 countries worth 150 crore (US$27.15 million)

Winner of APEDA award for eleven consecutive years[17]

[edit]Amul

brand building

GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales offices spread all over the country, more than 5 000 wholesale dealers and more than 700 000 retailers. AMUL is also the largest exporter of dairy products in the country. 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 Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China. In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate to find out Asia's top 1000 Brands.[18] In 2011, Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report,[19] published by Trust Research Advisory. rediff.com; "India's top 20 brands: Amul is No. 1" [edit]Products

Amul's product range includes milk powders, milk, butter, ghee, cheese, Masti Dahi, Yoghurt, Buttermilk chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, flavoured milk, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drinkStamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade.[20] In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering in the milk products segment. Other Amul brands are Amul Kool, a low calorie thirst quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and India's first sports drink Stamina. Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for 2007. [citation needed] [edit]Mascot Since 1967[21] Amul products' mascot has been the very recognisable "Amul baby" or Amul girl (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul.The mascot was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul products, she has also been used for other product like ghee and milk. [edit]Advertising

An Amul butter ad on Pakistan's Kargil Warfiasco. The image shows the "Amul baby" in between George Fernandes and Atal Behari Vajpayee.

In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS to design a new ad campaign for Amul Butter. daCunha designed an ad campaign as series of hoardings with topical ads, relating to day-to-day issues.[22] The campaign was widely popular and earned a Guinness world record for the longest running ad campaign in the world. Since the 1980s, cartoon artist Bharat Dabholkar has been involved with sketching the Amul ads, who rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited chairman Varghese Kurien with creating a free atmosphere that fostered the development of the ads. [23] Despite encountering political pressure on several occasions, daCunha's agency has made it a policy of not backing down. Some of the more controversial Amul ads include one commenting on Naxalite uprising in West Bengal, on the Indian Airlines employees strike, and the one depicting the Amul butter girl wearing a Gandhi cap[22] Amul hired DraftFCB+Ulka for the brands of Amul milk, chocolates, paneer, ghee, ice-cream. [edit]In

popular culture

The establishment of Amul is also known as White Revolution. The White Revolution of India inspired the notable Indian film-maker Shyam Benegal to base his film Manthan (1976) on it. The film starred Smita Patil, Girish Karnad, Naseeruddin Shah and Amrish Puri. The film itself was financed by over five lakh rural farmers in Gujarat who contributed Rs 2 each to the film' budget. Upon its release, these same farmers went in truckloads to watch 'their' film, making it a commercial success.,[24][25] the film was chosen for the 1977 National Film Award for Best Feature Film in Hindi.

Amul Butter
Product Details
Product Name
Amul Butter

Description

Amul Butter (Made of pure milk FAT) 100g, 500g, 50g, 20g, 8.1g Milk FAT, Min : 80% Moisture Mix : 16% Salt, Max : 3% Curd, Max : 1%
Nutritional Information*

Packing

Product Specifications

Composition

Amount per 100 g

Energy, kcal Energy from Fat, kcal Total Fat, g Saturated fat, g
Nutritional Information

722 720 80 51 180 836 0 0 0.5

Cholesterol, mg Sodium, mg Total Carbohydrate, g Sugar, g Protein, g

Vitamin A, mcg

65

Not a significant source of Dietary fiber, Sugars, Vitamin C, Calcium and Iron. * Approx Values
Shelf Life

# Not Detectable

Best before 12 months from packaging when stored Refrigerated at 4C or below At 4C or below

Storage condition

Product Features

Amul is synonymous with Butter in India. Several Generation of Indian consumers have grown up with the taste of Amul Butter for the six decades. Utterly Butterly Delicious taste of Amul Butter is must on breakfast table of almost every Indian Household. Utterly Cute Amul Buter Girl has been a part of Indian Consumers since 1950. Amul Butter topical is recognized as one of the longest running advertisement campaign in the world.

Product Application

Spread : On Bread, Parantha, Roti, Nans, Sandwitches. Topping : Pav Bhaji, Dals, Soups, Salads, Dal, Rice. Ingredient : Biscuits, Cakes, Breads. Cooking Medium : Butter Paneer Masala, Butter Corn Masala and thousands of delightful recipes.

Available in (Segments/Markets)

Amul Butter is available in India as well as other country like UAE / Bahrain / Kuwait/ Oman / Hong Kong / Shi Lanka / USA / Malaysia / Singapore / Qatar/ New Zealand Also Amul Butter is available in segments like Kirana Store / Modern Format store / Amul Parlors / Hotel & Restaurant segment / Railway and Flight Kitchen etc

Amul Lite
Product Details
Product Name
Amul Lite

Description

A Low Fat Low Cholesterol Bread Spread 100g, 500g, 200g Fat : 59 -70% Milk Fat : 10% Vegetable Oils : 49 -60% Cholesterol : 0.0025%
Nutritional Information*

Packing

Product Specifications

Composition

Amount per 100 g

Nutritional Information

Energy, kcal Energy from Fat, kcal

535 -635 530-630

Total Fat, g Saturated fat, g Mono unsaturates, g Poly unsaturates, g Conjugated Linoleic acid (CLA), mg Cholesterol, mg Trans fats, g Total Carbohydrates, g Added Sugar, g Sodium, mg Added Vitamin A, mcg Added Vitamin D, mcg

59-70 30-35 22-26 6-7 300 2.5 ND# 1 0 650 900 5

Not a significant source of Dietary fiber and Iron. * Approx Values

Shelf Life

# Not Detectable

Best Before 6 months when stored under refrigeration below 10 C Under Refrigeration below 10 C

Storage condition

Product Features

Amul Lite is a Low Fat Low Cholesterol spread which combines the goodness of vegetable oils and milk (mixed fat spread) Amul Lite is the only "Low-Fat Grade" mixed fat spread available in India. Amul Lite contains CLA (Conjugated Linoleic Acid), which help in body fat reduction. Since Amul lite is low in calories, you can maintain your slim-trim shape without sacrificing on the taste. Amul lite is a low-fat and low-cholesterol product and less cholesterol means less chance of heart diseases. It is specially suited for elderly people & those with health complications for whom the consumption of high cholesterol and high saturated fat products is restricted. Amul Lite is low in saturated fats & high in PUFA for a "healthy heart". Amul Lite contains "Omega-6 & Omega-3 fats" which maintain healthy cholesterol levels. Amul Lite is fortified with Vitamins A & D, essential for good vision & healthy skin It is manufactured in a fully automated, ISO9000 certified plant under strict hygienic conditions. The product is certified by AGMARK for quality

Product Application
Amul Lite is ideal spread for toasts, sandwiches & bread. It can be used for topping on parathas, pav-bhaji, pulao, soups etc and also for household baking, preparation of cakes etc. So, you can now gorge on all the delights without putting on those extra calories, thanks to Amul Lite.

Available in (Segments/Markets)
Modern Format Stores, Refrigerated Retail Outlets & Amul Parlours

Amul Processed Cheese

Product Details
Product Name
Amul Processed Cheese

Description

Amul Pasteurised Processed Cheddar Cheese is made from Cheese, Sodium Citrate, Common Salt, Citric Acid, permitted natural colour - Annatto. Emulsifier and Class II preservatives. It is made from graded cow/buffalo milk using microbial rennet. The product meets BIS specification No.IS:2785. Cheese Block( 200g,400g, 1 kg) Cheese Tins (400g NEOE,EOE),EOE tin has an easy open end Cheese Slices (200g,400g,750g), Amul A+ Cheese Slices 200g Cheese Chiplets (200g, 500g and 1 kg) Fat 26% Moisture 45% (approx) Proteins 20% Added salt 2.5% Nutritional Information* Amount per 100 g Energy, kcal Energy from Fat, kcal Total Fat, g 314 234 26 16 70 20 1400 343 51

Packing

Product Specifications

Composition

Nutritional Information

Saturated fat,g Cholesterol, mg Protein, g Sodium, mg Calcium, mg Vitamin A ,mcg

Not a significant source of Vitamin C, Iron and Dietary fiber. *Approx. values
Shelf Life
9 Months for Cheese Tins and Cheese Chiplets and 6 Months for Cheese Blocks and Cheese Slices

Storage condition
Refrigerated at 4C or below. Do not deep freeze.

Product Features
Wholesome cheese.

Good source of Calcium and milk Proteins.

Product Application
It is a popular cheese for snacking on its own as chiplets and slices. It adds flavor in melted dishes such as soup and sauce recipes. A few dishes which use processed cheese are mashed potatoes, macaroni and cheese, casseroles etc. Cheese tastes superb between toasted wheat breads along with cucumber and tomato slices. Processed cheese can be added to omelettes, pizza, souffles, au gratins, fondues etc. The cheese balls are also popular application. The Cheese makes a delightful pairing with fruits such as apples, pears and melons.

Available in (Segments/Markets)
In Top Outlets/APOs/MFS across Major cities and Towns in India and some countries abroad as well.

Amul Pizza Cheese

Product Details
Product Name
Amul Pizza Mozarella Cheese

Description

Amul Pizza Mozarella Cheese is made from the following Ingredients: Milk, Common Salt, 100% Vegetarian Coagulating Enzymes.

Packing

1 kg Pack 200g pack Also available as Amul Shredded Cheese 1 Kg for Institutions

Product Specifications
Composition
Fat on dry matter > 30% but < 40% Moisture > 45% but < 52% Salt > 1.1% - 1.6%

Nutritional Information* Amount per 100 g

Nutritional Information

Energy, kcal Energy from Fat, kcal Total Fat, g

260 152 17

Saturated fat,g Cholesterol, mg Sodium, mg Total Carbohydrate, g Calcium, mg Vitamin A ,mcg

10 0.0460 1268 4 492 22

Not a significant source of Vitamin C, Iron and Dietary fiber.

Shelf Life
6 Months from date of packaging

Storage condition
To be stored in the deep fridge compartment of the refrigerator.

Product Features

Amul, which is the largest selling brand of Cheese in India, has introduced genuine Mozzarella Cheese Amul Pizza Cheese has Moist, Soft, Elastic texture and has a very timely surface sheen and when fresh, it has a slightly salty blandish taste and pleasant aroma. Because of its stretchability, i.e. ability to form strings when hot, this cheese is ideal for preparing Lasagna, and as a topping on pizzas. When baked along with pizzas, it melts uniformly, beautifully engulfing all other ingredients of the pizza surface. Mozzarella is an excellent source of milk proteins, which are palatable

Product Application
Because of its stretchability, i.e. ability to form strings when hot, this cheese is ideal for preparing Lasagna, Veal Cutlet, Alla Parmagnia and as a topping on pizzas.

Available in (Segments/Markets)
In Top Outlets/APOs/MFS across Major cities and Towns in India and some countries abroad as well

Amul Shrikhand
Product Details
Product Name
Amul Shrikhand

Description
Shrikhand is a semi soft, sweetish sour, whole milk product prepared from lactic fermented curd. The curd (dahi) is partially strained through a cloth to remove the whey and thus produce a solid mass called chakka (the basic ingredient for Shrikhand). This chakka is mixed with the required amount of sugar, etc., to yield Shrikhand. PFA Definition A.11.02.22.01-SHRIKHAND-means the product obtained from Chakka or Skimmed Milk Chakka to which milk fat is added. It may contain fruit, nuts, sugar, cardamom, saffron and other spices. It shall not contain any a dded colouring and artificial flavouring substances. It shall conform to the following specifications, namely:(i) Total solids, per cent by weight - Not less than 58 (ii) Milk fat (on dry basis) per cent by weight - Not less than 8.5 (iii) Milk Protein (on dry basis) per cent by weight - Not less than 9 (iv) Titrable acidity (as lactic acid) per cent by weight - Not more than 1.4 (v)Sugar (Sucrose) (on dry basis) per cent by weight - Not more than 72.5 (vi)Total ash(on dry basis) per cent by weight - Not more than 0.9 In case of Fruits Shrikhand it shall contain Milk fat (on dry basis) per cent by weight----Not less than 7.0 and Milk Protein (on dry basis) per cent by weight----Not less than 9.0.

Packing

100g, 200g, 500g, 1 Kg, 10 Kg, 20 Kg Elaichi, Kesar, Mango, Badam Pista, Amrakhand, Rajbhog, Butter Scotch, Strawberry, Pineapple

Flavours

Product Specifications

Fat% Min.

TS % Min.

Acidity% Protein% Sucrose% Coliform Y&M Viscosity Minimum Maximum CFU/g CFU/g in CP LA on DMB on DMB Max Max 1.38 10.5 10.5 10.5 72.5 72.5 72.5 Nil Nil Nil <10 <20 <10
>10000

Composition

Amul Shrikhand

5.81 60.00 5.015 58.00 5.31 59.00

PFA Standards

BIS Standards

Nutrition Facts

Serving size
Amount per 100g

50g

Energy Energy from Fat

Amount per 100g

279kcal 63kcal
Per 100g Per Serving %Daily Value*

Total Fat

7 4 0.020 30 g 46 8

3.5 2 0.010 15 23 4

5% 10% 3% 1% 8%

Nutritional Information

Saturated Fat g
Cholesterol

mg

Sodium

mg

Total Carbohydrate

Protein

Calcium

2%

Not a significant source of dietary Fiber, Vitamin A, Vitamin C & Iron. *Percent Daily Value (DV) are based on a 2,000 calorie diet.
Shelf Life

6 months when stored at 0 C Refrigerated

Storage condition

Product Features
Prepared from fresh curd, cream, Sugar and pasteurised which gives Amul Shrikhand Smooth, Tastier, Richer and uniform in texture. Loose Shrikhand which is manufactured and marketed by Mithaiwalas / Halwai, who practically does not care for quality assurance and does not maintain hygienic standards; while Amul Shrikhand is made with the highest standard of quality and hygiene and is available at most reasonable price. Tastier, Richer, Better Shrikhand, made out of quality ingredients. Pasteurised before packing to ensure freedom from disease causing bacteria. Hygienic, fully automated production process giving Shrikhand that is untouched by human hand. Highest standard of quality and hygiene ensured at the most state of the art plant at Sugam Dairy, Baroda & Sabar Dairy, Himatnagar. Amul Shrikhand is available in convenient to use cups as it is packed in four consumer pack-sizes. Consumer has freedom to choose from four pack-sizes while on tour or on picnic or any time at home to serve the guests on special occasions.

Consistent quality provided with assurance of Amul brand name. Made without addition of any artificial flavour or synthetic colour or any other chemical preservatives.

Product Application

Gujarati and Maharashtrian people love Shrikhand as a part of their regular as well as festive meal along with Roti / Puri. Rest of the Indians prefer Shrikhand for the change of taste purpose or as sweet dessert.

Available in (Segments/Markets)

All Major retail outlets in Gujarat & Maharashtra as well as in all Amul Preferred Outlets besides All Modern Format stores in rest of the states. Also available in all Gulf countries, USA, Singapore, Australia, NZ & Kenya.

Amul Gulab Jamun

Product Details
Product Name
Amul Gulab Jamun

Description

Sweet Category 1 kg (26 units of Gulab Jamun), 500 g (13 units of Gulab Jamun) Milk FAT : 10% , Total Solids : 70% , Sugar Syrup : 62.5%, Drain Weight : 17 gm each Nutritional Information* Amount per 100 g Energy, kcal Energy from Fat, kcal Total Fat, g Saturated fat,g 292 54 6 3 9 46.9 56 46.9 3 187.5

Packing

Product Specifications
Composition

Nutritional Information

Cholesterol, mg Sodium, mg Total Carbohydrate, g Added Sugar, g Protein, g Calcium, mcg

Not a significant source of Vitamin A, Vitamin C, Iron and Dietary fiber. *Approx. values
Shelf Life

Best before 9 months from packaging when stored in a cool and dry place Cool and dry place

Storage condition

Product Features

Amul Gulab Jamun are made out of Pure Khoa

Manufactured in House of Amul which symbolize Purity

Instant serving of Sweets after lunch or dinner

Highly convenient packing with easy to open tin packing

Product Application

Product is ready for eat after heating with syrup

Available in (Segments/Markets)

Amul Gulab Jamun is available in India as well as other countries like UAE / Oman. Also Amul Gulab Jamun tin is available in segments like Kirana Store / Modern Format store / Amul parlours, etc.

Amul Avsar Laddoo

Product Details
Product Name
Amul Avsar Ladoo

Description

Avsar Ladoos are the hygienically made, ready to eat and highly nutritious besan (gram flour) Ladoos prepared with pure and fresh Amul Ghee and besan. Each box contains 15 Ladoos, Net weight 500g Besan (gram flour), Sugar, Pure Ghee, Water, Dry Fruits.
Nutritional Information*

Packing

Product Specifications
Composition

Serving size 34g (One Ladoo)

Nutritional Information

Energy, kcal Energy from Fat, kcal

Amount per 100 g

489 kcal/100g 234 kcal/100g

Total Fat Saturated fat Cholesterol Dietary Fibres Total Carbohydrate Added sugar Protein

26 g 15 g 0.048 g 4.3 g 55 g 34 g 8.5g

Not a significant source of Vitamin A and Vitamin C. * Approx. Values

Shelf Life

45 Days Store in a cool and dry place

Storage condition

Product Features
Pure & Fresh traditional Sweet untouched by human hands No more hassles & cumbersome process of Ladoo making Highly Nutritious with necessary carbohydrates, proteins & vitamins

Product Application
Ready to eat Ladoos just thaw at room temperature for 1-2 hours and eat Ideal for consumption during occasions / festivals

Best for gifting

Available in (Segments/Markets)
Available only in Gujarat (APOs and selected Retail chains)

Amul Cow Ghee

Product Details
Product Name
Amul Cow Ghee

Description

Amul Cow Ghee Pouch : 500 ml

Packing

Tin : 1 Ltr
Product Specifications
Composition

% Milk FAT Min, 99.7% % Moisture Max, 0.3% Nutritional Information* Amount per 100 g Energy, kcal Energy from Fat, kcal Total Fat, g Saturated fat,g Cholesterol, mg 814 814 90.5 58 190 0 0 0 0 78

Nutritional Information

Sodium, mg Total Carbohydrate, g Sugar, g Protein, g Vitamin A, mcg

Not a significant source of Dietary fiber, Sugars, Vitamin C, Calcium and Iron. *Approx. values
Shelf Life

Pouch Packing : 9 Months Tin Packing : 12 Months Dry and Cool place

Storage condition

Product Features

Ghee is very healthy for our Body.

1 spoon a day of Ghee keeps you fit & strong in this fast life where we need to be active & energetic always. Ghee can be consumed for better digestion

Ghee stimulates muscle movements, strengthen the sense organ, nourish the skin and improves complexion Ghee is good source of energy and provides vitality to human body.

Amul Cow Ghee is made from fresh cream and it has typical rich aroma and granular texture.

Amul Cow Ghee is an ethnic product made by dairies with decades of experience, and rich source of Vitamin A,D,E and K.

Product Application
Spread : Parantha, Roti etc.. Ideal for Cooking, Garnishing and Making Sweets.

Available in (Segments/Markets)

Amul Cow Ghee is available in India. Amul Cow Ghee is available in segments like Kirana Store / Modern Format store / Amul Parlours / Hotel & Restaurant segment / Railway Parlour.

Amul Ice Cream

Product Details
Product Name
Amul Ice Cream

Description

Utterly delicious ice cream made from fresh milk available in a wide range of flavours and packs. Cone Cup Plastic Container Stick 120 ml, 100ml, 80 ml & 50 ml 125 ml, 100 ml, 80 ml, 90 ml & 40 ml 1 litre, 750 ml, 500 ml, 125 ml, 100 ml, 80 ml & 60 ml 70 ml, 60 ml, 40 ml

Packing

Bulk / catering packs (5 litre, 4 litre), take home packs (2.2 litre, 1.5 litre, 1.25 Take Home litre, 1 litre), combo packs (750 ml+750ml Free) and family packs (500 ml, 250 ml)
Product Specifications
Composition
Fat :13% Protein :4% Added Sugar :15% Also, added stabilizers, emulsifiers, colors, flavours. (Nuts, fruits, fruit pulp, topping etc. depending on flavor of ice cr eam).

Nutritional Information* Amount per 100 ml Energy, kcal

Nutritional Information

115.0 64.0 7.1 4.9

Energy from Fat, kcal Total Fat, g Saturated fat,g

Cholesterol, mg Total Carbohydrate, g Added Sugar, g Protein, g Calcium, mg * Approx. value for vanilla flavour ice cream.
Shelf Life
Ice Candies, Plain flavor (No added nut, fruit, fruit pulp, topping etc.) - 12 Months Nuts/ Fruits Flavour - 6 Months Ice Cream Cake - 4 Months (Please see individual pack for shelf life)

18.9 10.7 8.0 2.0 95.0

Storage condition

-18C or below

Product Features

Made from Fresh Milk (Real Milk, Real Ice cream): No added vegetable oil, hence no Frozen Dessert. No Differentiation in Quality Standards of Consumer & Catering/ Institutional Packs:Stringent Standards than Specified by PFA & BIS for more fat and less overrun (less air) to give creamier feeling. Best Ingredients: Fresh milk, superior fruits & nuts. Manufacturing Facility: Made in ISO & HACCP certified state of the art plants with stringent hygienic standards to ensure food safety. Prolife & SUGAR FREE Probiotic: The first company in India to introduce probiotics in ice cream (IDF Award for Best Nutrimarketing Category, Oct '07) & SUGAR FREE Probiotic products.

Product Application
Individual consumption (impulse), Take home, Catering at parties, marriages etc. celebration and Recipe preparation for sundaes, shakes, etc.

Available in (Segments/Markets)

More than 800 cities across India at Amul Preferred Outlets, Amul Scooping Parlours, retail shops, vending push carts, hotels, restaurants, canteens, caterers etc.

Amul Full Cream Milk Powder

Product Details
Product Name
Amul Full Cream Milk Powder

Description

AMUL INSTANT FULL CREAM MILK POWDER (Spray Dried) is made from Toned Milk, Vitamins A,D

Packing

Product Specifications

Composition

Milk Fat 26% to 28%. Protein 26% Carbohydrates 37% Minerals 6% Moisture 3%

Nutritional Information

Shelf Life

Storage condition

Product Features
The product has more milk fat as compared to normal milk powders. It is packed under an atmosphere of Nitrogen. The product is creamy white in colour: Marketed in India since last 3 decades.

Amul Masti Dahi

Product Details
Product Name
Amul Masti Dahi

Description

Curd made from Pasteurised Toned Milk Poly Pack - 200 gm, 400 gm, 1 kg * PP Cup - 200 gm, 400 gm, 100 gm * * In Selected markets only

Packing

Product Specifications
Composition

Nutritional Information

Nutritional Information* Amount per Energy Energy from Fat Total Fat Saturated fat Cholesterol Total Carbohydrate, g Added Sugar Protein 100 g 62 kcal 28 kcal 3.1 g 1.9 g 8 mg 4.4 g 0g 4.1 g

Calcium Phosphorus Sodium Thiamine Riboflavin Niacin Folic Acid Vit. A (Retinol)

183 mg 158 mg 61 mg 51.5 mcg 146 mcg 122 ncg 9.2 mcg 65 mcg

Not a significant source of Vitamin C, Iron and Dietary fiber. *Approx. values
Shelf Life

Poly Pack - 7 Days from the date of packaging PP Cup - 15 Days Under Refrigeration (Below 80C)

Storage condition

Product Features

Dahi or Curd plays a key role in the Indian diet and in preparation of delicious dishes like Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai Food. It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It is also used to marinate veg. and non-veg. dishes. Dahi is well known for its nutritive values. The answer to making great tasting dishes is fresh, creamy and good quality dahi - "Amul Masti Dahi."

"AMUL MASTI" Dahi: Making fresh Dahi is cumbersome, time consuming chore and can cause great embarrassment to the house wife when it is not prepared properly. Dahi prepared by local shop owners or at home varies in terms of quality & culture used. Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperatures to grow beneficial bacteria and to avoid growth of harmful bacteria. It is difficult to maintain controlled conditions at Home or at local shop level. Many times the quality of Dahi available from the local market is far from satisfactory and often found to be contaminated as the culture used do not contain 100% beneficial bacteria. AMUL Masti Dahi is a pasteurized product i.e. free from unwanted bacteria. AMUL Masti Dahi is prepared with selected culture having pro health bacteria. The culture is developed after in depth research.

Superiority of Amul Masti Dahi: Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free from added sugar. What's more, Amul Masti Dahi doesn't contain any preservatives. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives excellent curd. Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub as well as convenient pouch and thus free from possible adulteration. Amul Masti Dahi is high on nutrition and taste. Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more delicious at the snap of your fingers. The live microflora in Amul Masti Dahi helps the digestive system and enhances the immune system's ability to fight harmful organisms. It improves the body's natural defenses and helps keep the body functioning at its best. Amul Masti Dahi having a probiotic nature contains live bacterial culture which increases milk digestibility, quickens recovery from certain types of diarrhea, skin infections, enhances immune function of the body and encourages the body to function in the best possible and most natural way. Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats, calcium, phosphorous, magnesium, zinc, iodine and vitamins. Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium. Amul Masti Dahi is a quality product from the house of "Amul" at affordable price which gives "value for money".

Product Application
Direct consumption

Making of :Lassee, Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai Food. To marinate veg. and non-veg. dishes

Available in (Segments/Markets)
Amul Masti Dahi is widely available in: Gujarat, Delhi & NCR, Western UP, Mumbai, Pune, Nagpur, Raipur, Udaipur, Jodhpur, Jaipur, Indore, Bhopal, Chennai, Banglore

Amul Malai Paneer

Product Details
Product Name
Amul Malai Paneer

Description

Equivalent to Cream Cottage cheese Diced Paneer - 100 g, 200 g & 1 kg Block Paneer - 200 g & 1 kg Milk Solids, Citric acid and Common Salt 289 kcal / 100 g 6 months at -18C or below Stored Frozen

Packing

Product Specifications
Composition

Nutritional Information

Shelf Life

Storage condition

Product Features

Most convenient form of paneer

Rich in Proteins. Having high fat and low moisture compared to loose paneer available in market. Paneer having smooth, uniform texture and softness.

Product Application
Culinary preparations. All India

Available in (Segments/Markets)