Amul

PRESENTED BY
NITIN JAIN
ROLL NO:-28
PGDM(MARKETIN 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
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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
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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 vikas pawaiya
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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