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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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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
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
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