CONTENTS

 History
 Current Profile
 Products
 Rivals
 Awards and achievements
 Quality management
 Operation Flood
 Future Plans
 HISTORY
 AMUL means ‘priceless’ in Sanskrit, derived from
the word ‘amulya’.
 AMUL (Anand Milk Union Ltd.) was formed by a
small union of farmers, The Kaira District
Cooperative Milk Producers’ Union Ltd. in Anand
(Gujarat) on Dec. 14, 1946, under the leadership of
Tribhuvandas Patel.
 Farmers wanted a direct access to the markets as
middleman took a huge share of hard-earned profits.
 CURRENT PROFILE
 Amul, a dairy cooperative
movement in India, is
managed by Gujarat
Cooperative Milk Marketing
Federation Ltd. (GCMMF).
 Headquarters – Anand, Gujarat
 Chairman of GCMMF – Parthi
Bhatol
 Former Chairman of GCMMF –
Dr.Verghese Kurien,man
behind the success of Amul.
 2.8 million producer members
with milk collection average of
10.16 million litres per day.
 Turnover of GCMMF (Amul)
during 2008-09 was Rs.67.11
billion.
PRODUCTS
 THE THREE-TIER “AMUL MODEL”

 Dairy cooperative society at village level:

Milk collection

 Milk union at district level:

Milk procurement and processing

 Milk federation at the state level:

Marketing of milk & milk products
 RIVALS
Organizations set up by state governments throughout India:

 Milma in Kerala
 Vijaya in Andhra Pradesh
 Nandini in Karnataka
 Sudha in Bihar
 Omfed in Orissa
 Parag in Uttar Pradesh
 AWARDS AND
ACHIEVEMENTS
► Largest milk handling
capacity in Asia.
► Largest producer of milk and
milk products in the World.
► 48 sales offices,3000
wholesale distributors,5
lakhs retail outlets.
► Largest food brand in India,
world's largest pouched milk
brand,
► world's biggest vegetarian
cheese brand.
► Honoured by ‘Best of all
categories Rajiv Gandhi
National Quality Award’.
 OPERATION FLOOD
 A rural development
programme started by
National Dairy
Development Board
(NDDB) in 1970 to create a
nationwide MILK Grid.
 Amul was the engine
behind the success of
white revolution and in
turn became a mega
company on cooperative
basis.
 Dr.Verghese Kurien
(chairman of NDDB at that
time) is considered the
Architect of India’s White
Revolution.
 Contd…

Objectives of White revolution (Operation Flood) were:

• To increase milk production (‘a flood of milk’)

• To augment rural income.
• Fair prices to consumers.
• To reduce malpractices of milk traders and merchants.
 FUTURE PLANS

 Increase in milk production to 23.1 million kg per day, at

an annual growth rate of 4%.
 Expansion of distribution network, creative marketing,
consumer education & product innovation.
 Setting up dairies with combined processing and liquid
milk packaging capacity of 50 LKPD will be established in
major metro markets.
 To double the processing capacity of dairy plants to 20.7
million kg per day.
 To ensure that the maximum share of the consumer’s
rupee goes back to the milk producers.