Company profile

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food
product marketing organization with annual turnover (2013-14) US$ 3.0 billion. Its daily milk
procurement is approx. 13.18 million lit per day from 17,025 village milk cooperative
societies, 17 member unions covering 31 districts, and 3.23 million milk producer members.
It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',
which aims to provide remunerative returns to the farmers and also serve the interest of
consumers by providing quality products which are good value for money. Its success has not
only been emulated in India but serves as a model for rest of the World. It is exclusive marketing
organization of 'Amul' and 'Sagar' branded products. It operates through 53 Sales Offices and
has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in
India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese,
Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House
"status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines,
Japan, China and Australia. GCMMF has received the APEDA Award from Government of
India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10,
GCMMF has been awarded "Golden Trophy" for its outstanding export performance and
contribution in dairy products sector by APEDA. In 2013-14, GCMMF took giant strides in
expanding its presence in International markets. Amuls presence on Global Dairy Trade (GDT)
platform in which only the top six dairy players of the world sell their products, has earned
respect and recognition across the world. By selling milk powders on GDT, GCMMF could not
only realize better prices as per market demand but it also firmly established Amul in the league
of top dairy players in world trade.
For its consistent adherence to quality, customer focus and dependability, GCMMF has received
numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality
Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected
Company Award instituted by Business World. In 2003, it was awarded the IMC Ramakrishna
Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for

logistics and procurement. GCMMF is the first and only Indian organization to win topmost
International Dairy Federation Marketing Award for probiotic ice cream launch in 2007. For the
innovations, GCMMF has received AIMA-RK Swamy High Performance brand award 2013 and
CNN-IBN Innovating for better tomorrow award in 2014. For the tree plantation activity
GCMMF has received seven consecutive Good Green Governance award from Srishti during
2007 to 2013.
The Amul brand is not only a product, but also a movement. It is in one way, the representation
of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.

History
Amul the co-operative registered on 1 December 1946 as a response to the exploitation of
marginal milk producers by traders or agents of the only existing dairy, the Polsondairy, in the
small city distances to deliver milk, which often went sour in summer, to Polson. The prices of
milk were arbitrarily determined. Moreover, the government had given monopoly rights to
Polson to collect milk from mikka and supply it to Bombay city.[7][8]
Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai
Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form
a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did
the same but gave them low prices).[9] He sent Morarji Desai to organise the farmers. In 1946,
the milk farmers of the area went on a strike which led to the setting up of the cooperative to
collect and process milk.[8] Milk collection was decentralized, as most producers were marginal
farmers who could deliver, at most, 12 litres of milk per day. Cooperatives were formed for
each village, too.[10]
The cooperative was further developed and managed by Dr.Verghese Kurien with H.M. Dalaya.
Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the
world) and a little later, with Kurien's help, making it on a commercial scale,[11] led to the first
modern dairy of the cooperative at Anand, which would compete against established players in
the market.
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to
Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts Mehsana,
Banaskantha, Baroda, Sabarkantha and Surat were set up.[8] To combine forces and expand the
market while saving on advertising and avoid competing against each other, the GCMMF, an
apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which
had the brand name Amul with it since 1955, transferred it to GCMMF.[12]
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.[13]
Adding to the success, Dr. Madan Mohan Kashyap (faculty Agricultural and Engineering
Department, Punjab Agricultural University Ludhiana), Dr. Bondurant (visiting faculty) and Dr

Feryll (former student of Dr Verghese Kurien), visited the Amul factory in Gujarat as a research
team headed by Dr. Bheemsen. Shivdayal Pathak (ex-director of the Sardar Patel Renewable
Energy Research Institute) in the 1960s. A milk pasteurization system at the Research Centre of
Punjab Agricultural University (PAU) Ludhiana was then formed under the guidance of
Kashyap.

Amul Model
The Amul Model is a three-tier cooperative structure. This structure consists of a dairy
cooperative society at the village level affiliated to a milk union at the district level which in turn
is federated into a milk federation at the state level. Milk collection is done at the village dairy
society, milk procurement and processing at the District Milk Union and milk and milk products
marketing at the state milk federation. The structure was evolved at Amul in Gujarat and
thereafter replicated all over the country under the Operation Flood programme. It is known as
the 'Amul Model' or 'Anand Pattern' of dairy cooperatives.
The main functions of the VDCS are:

Collection of surplus milk from the producers of the village and payment based on quality
and quantity,

Providing support services to the members like veterinary first aid, artificial insemination
services, cattle-feed sales, mineral mixture sales, fodder and fodder seed sales, conducting
training on animal husbandry and dairying,

Selling liquid milk for local consumers of the village,

Supplying milk to the District Milk Union.

Reference
www.amul.com
www.wikipedia.org
www.academia.edu