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AMUL
Type Industry Founded Key people Revenue Employee Cooperative Dairy 1946 Dr. Verghese kurien INR 67.11billion (2008-2009) Marketing arm: 735 Milk producers: 2.8 million
KEY FACTS
AMUL means priceless in Sanskrit Amoolya Brand name managed by an apex cooperation organization GCMMF Worlds biggest vegetarian cheese brand
Technology Development
Inbound Operations Logistics Outbound Logistics Marketing and Sales After-Sales Service
Primary Activities
Primary Activities
ORGANIZATION STRUCTURE
LEVEL MEMBERS District level Chairpersons, Registrar of Co-operatives, NDDB Representative, Technical Expert, CEO DECISION-MAKING Price paid to district unions (fixed across unions) Product mix and quantity
State Federation
District
Village
Channel Network
Farmers come to sell milk at their local co-operative milk collection center.
machine.
The milk is then weighed and the fat content of the milk is measured by an electronic fat testing machine. The computer then calculates the amount due to farmer on the basis of the fat content. The value of the milk is then printed out on a slip and handed over to farmer who collects the payment at adjacent window.
Distribution
GCMMF coordinated with various unions to get a regular supply of milk and dairy products. The processed milk and dairy products were procured from district dairy unions and distributed through third party distributors. To ensure quality and timely deliveries, GCMMF and the district unions had several mechanisms in place. The unions monitored the supplies of milk and the distribution of finished products.
After Sales
MILK CHURN from dairy to VCS POUCH MILK TRAY from retailer to dairy BOTTLE from retailer to dairy DAMAGED PRODUCTS from customer to retailer then to dairy
Technology Development
The evolution of IT in AMUL was took place in the guidance of DR.B.M Vyas. The milk collection center at societies, were first automated. Application and utilization of GIS. Data analysis software utilization for milk production estimation and increasing productivity. VATS network between all the level of distribution network and GCMMF. village cooperative
Amul also connected its zonal offices, regional offices and members dairies through VSATs. The customized ERP- EIAS has been implemented across the organization integrating various operational departments. Amul is also using Geographic Information Systems (GIS) for business planning and optimization of collection processes.