THE SUCCESS STORY

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

AMUL 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

AMUL 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

Specifically, 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.

Product Range 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

Brand Name 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

Amul Strategy

Collection Chain Weighing the milk Determination of fat content

Supply Chain

Storing the milk

Processing the milk

Calculation of the purchase price

Distributing the milk

AMUL SUPPLY CHAIN

Farmers
Village Cooperative Societies (without Chilling Units) Network Services * Veterinary Services * Animal Husbandry * Animal Feed Factory * Milk Can Producers * Agriculture University * Rural Mgmt Institute * Trucking Facilities Village Cooperative Societies (with Chilling Units) Local Restaurants/Other Milk related businesses Milk Sold to Village & Local Residents

Milk Processing Union & Warehouses Warehouses

Chilling Plants

Wholesalers/C&S Retailers Home Delivery Contractors

CONSUMERS

CONSUMERS

WHY AMUL IS

Physique : Taste, Quality

Relationship : Sociable

Culture :

Personality : Sharing Simple, Indian Self-Image : Reflection : Proud Indian, Fun loving Value Oriented

Co-operative,

AMULs Success accounts for its:

Advertisements Value for money Service Quality Availability