Success Story of Amul

1. THE SUCCESS STORYTHE SUCCESS STORY

2. Submitted by:
Shveta Bhatia
Sunny Grover
Varun Joshi
Sheenu Chhabra
Vivek Chaudhary
Vishakh Varun

3. AMUL INTRODUCTIONAMUL INTRODUCTION
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

4. AMUL INTRODUCTIONAMUL INTRODUCTION
•Members:12 district cooperative milk producers' Union
• No. of Producer Members:2.5 million
• No. of Village Societies:11,962
• Total Milk handling capacity:9.91 million liters per day
• Milk collection (Total - 2005-06):2.28 billion liters
• Milk collection (Daily Average 2005-06):6.3 million liters
• Milk Drying Capacity:511 metric Tons per day

5. Specifically, AMUL has been able toSpecifically, AMUL has been able to
•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.

6. Product Range
Brand Name
Liquid Milk (nine varieties)
Milk Powders (five varieties)
Butter
Ghee (two varieties)
Bread Spread
Cheese (three varieties)
Cocoa Products (two varieties)
Sweets (three varieties)
Ice Cream (several varieties)
Condensed Milk
Edible Oil (nine varieties)
Mineral Water
Fruit Drinks
Panel E: Number of Brands
Liquid Milk: AMUL, SAGAR
Milk Powders: Amulspray,
AMUL, SAGAR, Amulspree,
Amulya
Cocoa Products: AMUL,
Nutramul
Edible Oils: Dhara, Lokdhara
Mineral Water: Jal Dhara
Fruit Drinks: Safal

7. 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

8. Farmers
Village
Cooperative
Societies (with
Chilling Units)
Village
Cooperative
Societies
(without Chilling
Units)
Local
Restaurants/Other
Milk related
businesses
Milk Sold to
Village &
Local Residents
Milk Processing
Union &
Warehouses
Warehouses
Wholesalers/C&S
RetailersHome Delivery
Contractors
CONSUMERS
Network
Services
* Veterinary
Services
* Animal
Husbandry
* Animal
Feed Factory
* Milk Can
Producers
* Agriculture
University
* Rural Mgmt
Institute
* Trucking
Facilities
Chilling Plants
CONSUMERS
AMUL SUPPLY CHAINAMUL SUPPLY CHAIN

9. Physique :
Taste, Quality
Personality :
Simple, Indian
Self-Image :
Proud Indian, Fun loving
Reflection :
Value Oriented
Culture :
Co-operative,
Sharing
Relationship :
Sociable
WHY AMUL IS ?

10. AMUL’s Success accounts
for its:
• Advertisements • Quality Advertisements • Quality
• Value for money • AvailabilityValue for money • Availability
• ServiceService