Supply Chain Management

INDUSTRY OVERVIEW
The milk industry in India has been on a sturdy
path of progression since Indian independence.
The milk production of India has grown from 17
million tonnes (1951) to 132.43 million tonnes
(2012-2013).
India is the worlds largest milk producer;
accounting for more than 17% of the worlds total
milk production.
Amul ranks 15th among the top dairy organization
in the world.

INDIAN DAIRY INDUSTRY

Size of the Industry

Geographical
distribution
Output per annum
Market
Capitalization

More than 10 million dairy

farmers belong to 96,000
local
dairy
cooperatives,
who sell their product to one
of 170 milk producers'
cooperative unions who in
turn are supported by 15
state cooperative
Delhi,
Punjab,
Gujarat, Surat,
Bihar, Hyderabad

Mumbai,
Lucknow,

Growing 5 % per annum

The industry contributes
about Rs 1,15,970 crores
(US $ 25,771 million) to the
national economy.

STRUCTURE OF DAIRY INDISTRY IN INDIA

Indian
Dairy
Industry

Unorganise
d

Organised

Private
Dairies
(National)

Private
Dairies
(Internation
al)

Cooperativ
e Societies

Governmen
t

EVOLUTION OF AMUL
Formed in 1946 by Dr. Verghese Kurien
It was found in Gujarat.
Brand name taken from Sanskrit word Amoolya
means Precious.
Full name Anand Milk producers Union ltd.
Managed by GCMMF (Gujarat Cooperative Milk
Marketing Federation)
Amul has spurred the White Revolution of India,
which has made India the largest producer of milk
and milk products in the world.

BUSINESS MODEL OF AMUL

Village CoOperative
Societies
2.8 mn member
in Gujrat
10675 Co-op
Societies
6 mn Ltrs milk
collected

District Level State Level

Milk Union
Milk
Federation
Procurement of
milk from Village
Dairy
Arranging
transportation of
milk from VCS to
Milk Union

Marketing of milk
& milk products
Establish
distribution
network
Maintain brand
value

RANGE OF PRODUCTS
Amul Butter, Amul Lite, Delicious Table
Margarine
Amul Pasteurized Processed Cheddar Cheese,
Amul Processed Cheese Spread, Amul Pizza
Cheese Range (Mozarella) Cheese,Amul Emmental Cheese,
Amul Gouda Cheese, Amul Malai Paneer
(cottage cheese), Utterly Delicious Pizza
Amul Gold Full Cream Milk 6% fat, Amul
Shakti Standardised Milk 4.5% Fat, Amul
Fresh Milk
Taaza Toned Milk 3% fat,Amul Slim & Trim,
Amul Cow Milk
Amul Gold 4.5% fat Milk, Amul Shakti 3% fat
UHT Milk
Milk, Amul Taaza 1.5% fat Milk, Amul Lite
Range
Slim-n-Trim Milk, Amul Fresh Cream
Amul Full Cream Milk Powder, Amulya Dairy
Whitener, Sagar Skimmed Milk Powder,
Milk Powders
Amulspray Infant Milk Food, Sagar Tea and
Coffee Whitener
Amul Kool Flavoured Milk, Amul Kool Cafe,
Breadspreads

RANGE OF PRODUCTS CONT.

Health Drink
Brown
Beverage

Stamina Instant Energy Drink

Nutramul Malted Milk Food

Amul Masti Dahi (fresh curd), Amul Masti

Curd Products Spiced Butter Milk,Amul Lassee, Amul Flaavyo
Yoghurt
Pure Ghee
Amul Pure Ghee, Sagar Pure Ghee
Sweetened
Condensed
Amul Mithaimate
Milk
Mithaee Range
Amul Shrikhand, Amul Mithaee Gulabjamuns,
(Ethnic
Amul Basundi,Avsar Ladoos
Sweets)
Sundae Range, probiotic,,sugarfree and
Ice-cream
probiotic
Amul Milk Chocolate, Amul Fruit & Nut
Chocolate &
Chocolate, Amul Chocozoo, Amul Bindass,
Confectionery
Amul Fundoo

COMPETITORS OF AMUL

SUPPLY CHAIN

ACTIVITIES PERFORMED
Distribution of milk from distributors point to
retailers point.
Plant visit(Sabar Dairy, Rohtak, Haryana).
Distribution of milk from production plant to
distributors point.
Temperature analysis

LEARNINGS
Production of milk at plant.
Distribution of Amul milk and the problems faced by
Amul in this distribution.
Difference between distribution of perishable and
non perishable products.
Quality and customer grievance handling
success determining factors in milk industry.

are

Capital benefit to retailers is major factor in

determining the demand of milk products in
backward areas where customer is not very quality
conscious.

CONTRIBUTIONS

Suggestions to decrease the crate cutting of

packets.
Suggestions to decrease the loading time at plant.
Our temperature data helped in analysis of milk
damage problem and leakage problem.

THANK YOU