ByProf Meenu DhimanAmity Global Business SchoolChandigarh

FORMED IN 1946 WITH A GROUP OF FARMERS LARGEST FOOD MARKETING ORGANIZATION IN INDIA WITH MORE THAN 60 PRODUCTS. EXPORTED TO MORE THAN 20 COUNTRIES.FOUNDED IN 1946. “AMUL PATTERN” IN CO-OPERATIVE SECTOR. NATIONAL DAIRY DEVELOPMENT BOARD WHITE REVOLUTIOn IRMA GCMMF - One brand

MEMBERS:12 DISTRICT COOPERATIVE MILK PRODUCERS' UNION

NO. OF PRODUCER MEMBERS:2.75 MILLION FARMERS

NO. OF VILLAGE SOCIETIES:11,962 TOTAL MILK HANDLING CAPACITY:9.91 MILLION

LITERS PER DAY MILK COLLECTION (DAILY AVERAGE 2015-16):6.3

MILLION LITERS MILK DRYING CAPACITY:511 METRIC TONS PER DAY

COVERTS THE MILK INTO BRANDED, PACKAGED PRODUCTS

REASONS FOR WORLD PLAYER- 1. HIGH QUALITY PRODUCTS 2.VAST COOPERATIVE NETWORK 3.INDIGENOUS TECHNOLOGY 4.MARKETING STRATEGY 5.MEMBER FARMER’S BELIEF

Produce an appropriate blend of the policy makers comprising of farmers and professionals with each group appreciating its role and limitations;

Bring at the command of the rural milk producers the best of the technology and harness its benefits for the betterment of members;

Provide a support system to the milk producers without disturbing their agro-economic systems;

Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers; and

Despite growth in the scale of operations, it has remained with the smallest producer members.

Product Range

Liquid Milk (nine varieties)Milk Powders (five varieties)ButterGhee (two varieties)Bread SpreadCheese (three varieties)Cocoa Products (two varieties)Sweets (three varieties)Ice Cream (several varieties)Condensed MilkEdible Oil (nine varieties)Mineral WaterFruit Drinks

Collection Chain Supply Chain

Weighing the milk

Determination of fat content

Calculation of the purchase price

Storing the milk

Processing the milk

Distributing the milk

Amul Strategy

NATIONWIDE DECENTRALIZED COLLECTION PROCESS

COMPUTERISED QUALITY TESTING MACHINE

BUYS EXCLUSIVELY FROM WOMEN WORKS ON A COOPERATIVE MOVEMENT

Physique : Taste, Quality

Personality :Simple, Indian

Self-Image :Proud Indian, Fun loving

Reflection :Value Oriented

Culture :Co-operative, Sharing

Relationship :Sociable

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MATCHING DEMAND AND SUPPLY

EFFECTIVE MANAGEMENT OF THE NETWORK

AMUL ADOPTED A LOW COST STRATEGY TO MAKE ITS PRODUCTS AFFORDABLE AND ATTRACTIVE

ENHANCED PRODUCT MIX INTRODUCED MILK BYPRODUCT COMPETITION FROM HLL, NESTLE AND

BRITANNIA

PRODUCTS AVAILABLE IN OVER 8 LAKH RETAIL OUTLETS ACROSS INDIA

OVER 6000 DISTRIBUTORS 65 + DEPOTS WITH DRY AND COLD

WAREHOUSES TO BUFFER INVENTORY OF ENTIRE RANGE OF PRODUCTS

AMUL IS COMMON BRAND FOR MOST PRODUCT CATEGORIES PRODUCED BY VARIOUS UNIONS-

LIQUID MILK ICECREAM MILK POWDERS CONDENSED MILK BUTTER GHEE CHEESE COCOA PRODUCTS SWEETS

SUBBRANDS INCLUDE AMULSPRAY, AMULSPREE,AMULYA AND NUTRAMUL

EDIBLE OILS ARE GROUPED UNDER DHARA AND LOKDHARA

MINERAL WATER IS SOLD UNDER THE JAL DHARA BRAND

FRUIT DRINKS BEAR THE SAFAL NAME

PROFESSIONAL MANAGERS AND TECHNOCRATS MANAGE THE NETWORK EFFECTIVELY

Farmers

VillageCooperativeSocieties (withChilling Units)

VillageCooperativeSocieties(without ChillingUnits)

LocalRestaurants/Other Milk relatedbusinesses

Milk Sold toVillage &Local Residents

Milk ProcessingUnion &Warehouses

Warehouses

Wholesalers/C&S

Retailers Home DeliveryContractors

CONSUMERS

NetworkServices* VeterinaryServices* AnimalHusbandry* AnimalFeed Factory* Milk CanProducers* AgricultureUniversity* Rural MgmtInstitute* TruckingFacilities

Chilling Plants

CONSUMERS

AMUL SUPPLY CHAINAMUL SUPPLY CHAIN

UNIONS CORE ACTIVITY WAS MILK PROCESSING AND PRODUCTION OF DAIRY PRODUCTS

ALL OTHER ACTIVITIES ENTRUSTED TO THIRD PARTIES-

LOGISTICS OF MILK COLLECTION DISTRIBUTION OF DAIRY PRODUCTS SALE OF PRODUCTS THROUGH DEALERS

AND RETAIL STORES PROVISION OF ANIMAL FEED AND

VETERINARY SERVICES

COMPETITIVE ADVANTAGE – BEST PRACTICES ACROSS ALL ELEMENTS OF THE NETWORK , THE FEDRATION , THE UNIONS, THE VILLAGE SOCITIES AND THE DISTRIBUTION CHANNEL

TECHNOLOGY STRATEGY – 1. NEW PRODUCTS 2.PROCESS TECHNOLOGY 3.COMPLEMENTARY ASSETS 4. ECOMMERCE

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