Amul

PRESENTED BY
NITIN JAIN
ROLL NO:-28
PGDM(MARKETING) vikas pawaiya
 AMUL
•AMUL means "priceless" in Sanskrit. The brand
name "Amul," from the Sanskrit "Amoolya," was
suggested by a quality control expert in Anand.
•Amul products have been in use in millions of
homes since 1946.
•Amul a leading food brand in India with a
Turnover: Rs. 52.55 billion in 2007-08.

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 Founder Of The Amul Company

Dr Verghese Kurien, the Chairman of

the GCMMF (Gujarat Co-operative Milk
Marketing Federation Ltd), an apex
cooperative organisation, based in the
in Anand town of Gujarat, India.

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White Revolution. (1966)

Verghese Kurien’s Amul

experiment in Gujarat soon
blossomed into the much
larger Operation Flood, spread
over 23 states, 170 districts
and 90,000 village
cooperatives. It changed India
from an importer to the
world's largest milk producer
and exporter.

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 Gujarat Cooperative Milk Marketing
Federation
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's
largest food products marketing organisation. It is a state level apex
body of milk cooperatives in Gujarat 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.
In 1954, Kaira District Co-operative Milk Producers’ Union built a
plant to convert surplus milk produced in the cold seasons into milk
powder and butter. In 1958, a plant to manufacture cheese and one
to produce baby food were added. Subsequent years saw the
addition of more plants to produce different products. In 1973, the
milk societies/district level unions decided toset up a marketing
agency to market their products. This agency was the Gujarat
Cooperative Milk Marketing Federation (GCMMF). It was registered
as a co-operative society on 9 July 1973.
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 GCMMF Today

Members: 13 district cooperative milk

producer’s union
No. of Producer Members: 2.7 million
No. of Village Societies: 13,141
Total Milk handling capacity: 10.21 million litres per day
Milk collection (Total - 2007-08): 2.69 billion litres
Milk collection (Daily Average 07-08) 7.4 million litres
Milk Drying Capacity: 626 Mts. per day
Cattlefeed manufacturing Capacity: 3090 Mts per day

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 GCMMF TURNOVER
Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050

2007-08 52554
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 The moppet who put Amul on India's
breakfast table

50 years after it was first launched,

Amul's sale figures have jumped from
1000 tonnes a year in 1966 to over
25,000 tonnes a year in 1997. No
other brand comes even close to it. All
because a thumb-sized girl climbed on
to the hoardings and put a spell on
the masses.

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AMUL PRODUCTS

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 Amul "Utterly Delicious" Parlours

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. AMUL created Amul
Parlours at some prominent
locations in the country, which are
run by the company or its wholesale
dealers.

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Amul hits
Tension between the two
Khans of Bollywood - March
'09.

Terrorists attack the Sri-

Lankan cricketers in Lahore -
Feb'09

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 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.
• Recivede International Cio 100 Award for
Resourcefulness.
• Rajiv Gandhi National Quality Award 1999.

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 Certification

ISO 9000-HACCP certified plants : All Amul Ice Cream plants are
ISO 9000-HACCP certified.
 Amul is in the process of getting ISO 22000 (Improved version)
certification for all its plants.
 No. 1 in Quality : Amul is ranked No.1 ice cream in quality by
“INSIGHT” (May-June, 2002), a bimonthly consumer magazine
published by Consumer Research and Education Society (CERS)
based at Ahmedabad.

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vikas pawaiya