AMUL

THE TASTE OF INDIA

INTRODUCTION

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing economy.

INTRODUCTION CONTD..

Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day.

MARKET REACH

Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.

HISTORY

Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited. The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity.

HISTORY CONTD

The Kaira District Co-operative Milk Producers' Union Limited (KDCMPUL) began pasteurizing milk for the Bombay Milk Scheme in June 1948. By the end of 1948, more than 400 farmers joined in more Village Society, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day. Meanwhile, Dr. Verghese Kurien, fed up being at the government creamery in Anand, Gujarat, which held no challenge, volunteered to help Shri Tribhovandas Patel, the Chairman of KDCMPUL, in setting up a processing plant. This marked the birth of AMUL in 1946. The success of Amul was instrumental in launching the White Revolution that resulted in increased milk production in India. It is officially termed as Operation Flood by Amul. The breakthrough technology of spray-drying and processing buffalo milk, developed by Mr. H.M. Dalaya, was one of the key factors that contributed to the Revolution.

PRODUCTS

BREAD SPREADS AMUL BUTTER, AMUL LITE, DELICIOUS TABLE MARGARINE. MILK DRINKS AMUL KOOL MILK SHAAKE, AMUL KOOL,AMUL KOOL CAF , KOOL KOKO,NUTRAMOOL ENERGY DRINK, AMUL KOOL FLAVOURED CHOCOLATE DRINK, FLAVOURED BUTTER BOTTLED MILK, FLAVOURED TETRA PACK, AMUL LASSEE, AMUL KOOL THANDAIL.

PRODUCTS CONTD

POWDER MILK AMUL SPRAY INFANT MILK FOOD, INSTANT FULL CREAM MILK POWDER,SAGAR SKIMMED MILK POWDER,SAGAR TEA COFFEE WHITNER,AMULYA DAIRY WHITENER. FRESH MILK AMUL FRESH MILK, GOLD MILK,TAZAA DOUBLE TONED MILK,LITE SLIM & TRIM MILK,AMUL FRESH CREAM,SHAKTI TONED MILK,AMUL CALCI +,AMUL BUTTERMILK.

PRODUCTS CONTD

CHEESE PASTEURISED PROCESSED CHEESE,CHEESE SPREADS,PIZZA CHEESE,GOUDA CHEESE. FOR COOKING AMUL/SAGAR PURE GHEE,COOKING BUTTER,MALAI PANEER,MITHAI MATE,MASTI DAHI. DESSERTS AMUL ICE CREAMS,SHRIKHAND, MITHAI GULAB JAMUNS,CHOCOLATES. HEALTH DRINK NUTRAMUL, AMUL SHAKTI HEALTH FOOD DRINK.

AMUL

Type - Cooperative Founded 1946 Headquarters - Anand, India Key people - Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Industry- Dairy Revenue - $1.33 billion USD (in 2007-08) Employees - 2.41 million milk producers

Gujarat Cooperative Milk Marketing Federation

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. Members:13 district cooperative milk producers' Union No. of Producer Members:2.79 million No. of Village Societies:13,328 Total Milk handling capacity:11.22 million litres per day Milk collection (Total - 2008-09):3.05 billion litres Milk collection (Daily Average 2008-09):8.4 million litres Milk Drying Capacity:626 Mts. per day Cattlefeed manufacturing Capacity:3500 Mts per day Sales turnover: 1504 million US million dollar

AWARDS

GCMMF bags APEDA AWARD for 11th year in a row Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit Ramkrishna Bajaj National Quality Award-2003 Amul - The Taste Of India (Gcmmf)Receives International Cio 100 Award For Resourcefulness Rajiv Gandhi National Quality Award - 1999

PROMOTION OF PRODUCTS

MASCOT - Since 1967 Amul products' mascot has been the very recognisable "Amul baby" with tagline Utterly Butterly Delicious Amul. ADVERTISING - The Amul ads are one of the longest running ads based on a theme, now vying for the Guinness records for being the longest running ad campaign ever. Currently Amul is in the Guinness Book Of World Records. CONTESTS - Amul Chef of the Year, 2009 contest,Amul Maharani Contest, 2008-09,Amul Food Festival Contest,Winners of Slogan likho Disneyland dekho contest,Winners of "Amulya Fly to Bangkok Contest"

PROMOTION OF PRODUCTS

Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country.

STRENGTHS

Wide range of products thus making it more competitive. Amul products are available easily at stores across India, thus have wide reach. Uses innovative and current affairs to advertise its products in a funny way, thus connects to common people easily and quickly. Amul has its brand image on every Indian, thus making it one of the most wanted company in milk products.

WEAKNESS

Currently it has no big name as brand ambassador of company. It has not yet entered into toffee market targeting children, thus losing a big market. It can have some more kinds of sweets as its products, in India sweets have big market, thus losing a great opportunity

COMPETITORS

CADBURY BRITANNIA NESTLE National Dairy Development Board (NDDB) With Amul entering the sports drink market, its rivals now include Coca Cola and PepsiCo.

OPPORTUNITIES

It can enter into the market of biscuits. It can enter into the market of food processing Baby food, coffee dairy products, bottled water, pet foods, confectionary.

REFRENCES

WWW.WIKIPEDIA.ORG WWW.AMUL.COM

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