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PRESENTED BY :SHIVA REDDY

VINAY SINGH
KOMESHWAR SAHU
PRADEEP KUMAR
RAVI JAISWAL
HIMANSHU JAISWAL

Amul
(Anand Milk Union Limited)

HISTORY
Formed in 1946, is a dairy cooperative movement in India
with 250 liters of milk per day with name KAIRA DISTRICT COOPERATIVE MILK PRODUCERS UNION.
Dr. Varghese Kurien former chairman of GCMMF the man
behind the success of Amul.
The brand name Amulmeans AMULYA(suggested by a
quality
control expert in Anand). This word derived form
theSanskrit word AMULYAwhich meansPRICELESS.
Amulhas spurred the white revolution of India, which has
made India the largest producer of milk and milk products in
the world and the White Revolution has finally created a
billion-dollar brand
Amulhas more than 150 chilling centers in various villages

COMPANY OVERVIEW
Type - Cooperative.
Industry - Dairy/FMCG, 2nd largest producer
in the world.
Founded - 1st dec 1973.
Headquarters - Gujarat, India.
Founder - Dr Verghese Kurien.
Revenue - US$2.15 billion(201213).
Employees - 750 employees of Marketing Arm.
However, real pool consist of 3 million milk
producer members.
Website - www.amul.com

LOCATION & SUBSIDIARIES

KEY MEMBERS
CHAIRMAN OF GCMMF
- MR.VIPUL CHAWDARY
M.D OF GCMMF
- MR. RUPINDER SINGH SODHI
CHAIRMAN OF AMUL DAIRY
- MR.RANSINGH PARMAR
CHAIRMAN OF SABAR DAIRY
- MR.JETHA PATEL
CHAIRMAN OF VALSAD DAIRY
- MR.MOGHA DESAI
CHAIRMAN OF GANDHINAGAR DAIRY
- MR.SHANKERSINGH RANA

FOUNDERS BIOGRAPHY
VERGHESE KURIEN
He was a renowed Indian Social Entreprenuer.
He is also known as Father of the White
Revolution for his billion litre idea.
He started the programme which was known as
Operation Flood.
He took India from being a milk-deficient
nation, to the largest milk producer in world.
He founded around 30 institutions of excellence
(AMUL, GCMMF, IRMA, NDDB) which are owned,
managed by farmers & run by professionals.

RUPINDER SINGH SODHI


He is B.E (Ag) from college of Technology
and Agricultural Engineering, Udaipur.
He is an alumni from the first batch of
IRMA batch of 82.
He has 29 years of rich experience in
marketing & sales function with GCMMF.
He has excellent understanding of
product management & advertisement
function
He is also responsible for creating the
current structure of the GCMMF.

AMUL MODEL
Establishment of a direct
linkage between milk
producers and consumers
by eliminating
middlemen.
Milk Producers (farmers)
control procurement,
processing and marketing.
Professional
management .
The Amul model has

CONTINUED

AMUL
PRODUCTS
MAJOR PRODUCTS

AMUL PRODUCT PORTFOLIO


CATEGORY

MARKET SHARE

MARKET POSITION

BUTTER

85%

MILK POWDER

40%

CHEESE

50%

ICE -CREAM

24.75%(HUL -28.22%,
MOTHER DAIRY
8.66%)

SWEETS

50%

CHOCOLATE

90%

CHOCOLATE

10%(CADBURY 70%)

TOP
TOP COMPETITORS
COMPETITOR

SWOT ANALYSIS

Affordable price
Strong network of over 3
million
milk producers
Market Segmentation
Strong network of Amul
retail
outlets, stalls and
parlours

Low market share


in
chocolates
segment
Strong competition
from
international &
domestic players
in the

SWOT ANALYSIS

Introduce new
products in
the chocolate
segment
To tap the untapped
market, increase its
reach
in rural markets
Rise in purchasing
power

Strong
competition
from
international
players
Economic
slowdown
and inflation

CSR ACTIVITIES
A school
reconstructed by
Amul Relief Trust in
the earthquake
affected Kathada
Village in Mandvi
Taluka of Gujarat.
Amul Coops plant
more than 311.98
lakhs trees.

CURRENT ACTIVITIES
Amul is planning to acquire Delhi Milk Scheme which has
been running into losses.
GCMMF is planning to increase the capacity of its existing
plants by 25-30%.
The company, which currently has a procurement capacity
of 125 lacs lt. is aiming to increase it to 200 lacs lt. by 2020.
GCMMF also plans to invest Rs 3000 crore over the next five
years in new projects.
GCMMF owner of the brand Amul, to manufacture its dairy
products in the U.S. through a deal with a dairy plant owner
in New Jersey in the next 6 to 8 months as of July 2013.
Today Amuldairy isNo. 1dairy in AsiaandNo. 2in the
world, which is matter of proud for Gujarat and whole India.

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