mThe Kaira District Co-operative Milk

Producers Union Limited, popularly

known as Amul Dairy is a US $ 500
million turnover institution
It is a institution built up with a network
of over 10000 Village Co-operative
Societies and 500,000 plus members

m Managed by an apex cooperative

organisation, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF),
which today is jointly owned by some
2.41 million milk producers in Gujarat,
India
 R

Sales Turnover US $ (million)
‡ Amul is the largest food brand in 1994-95 355
India with an annual turnover of 1995-96 400
US $1068 million (2007-08) 1996-97 450
‡Currently Amul has 3.11 million 1997-98 455
producer members with milk 1998-99 493
collection average of 6.04 million 1999-00 493
litres/day. 2000-01 500
‡Amul is the largest producer of 2001-02 500
milk and milk products in the 2002-03 575
world. 2003-04 616
2004-05 672
2005-06 850
2007-08 1068
Amul¶s products range
includes milk powders,
milk, butter, ghee,
cheese, curd,
chocolate, ice cream,
cream, shrikhand,
paneer, gulab jamuns,
basundi, Nutramul
brand and others.
 aroduct Range
ßLiquid Milk (nine varieties)
ßMilk aowders (five varieties)
ßButter
ßGhee (two varieties)
ßBread Spread
ßCheese (three varieties)
ßCocoa aroducts (two varieties)
ßSweets (three varieties)
ßIce Cream (several varieties)
ßCondensed Milk
ßEdible Oil (nine varieties)
ßMineral Water
ßFruit Drinks
Brand Name
ßaanel E: Number of Brands
ßLiquid Milk: AMUL, SAGAR
ßMilk aowders: Amulspray,
ßAMUL, SAGAR, Amulspree,
ßAmulya
ßCocoa aroducts: AMUL,
ßNutramul
ßEdible Oils: Dhara, Lokdhara
ßMineral Water: Jal Dhara
ßFruit Drinks: Safal
 Amul Strategy

Supply Chain
Collection Chain

Weighing the milk Storing the milk

Determination of fat content Processing the milk

Calculation of the purchase price Distributing the milk

 AMUL WORKING TO COLLECT MILK

‡AMUL introduced an
electronic automatic milk
collection system in 691 MILK-O-TESTER
milk collection centres,
electronic weighing scale
‡The system weighs the
milk and measures its fat
content at the time of
delivery to the centre.

‡This system reduced time

required for collecting the
milk.

‡It enabled immediate

payments to the farmer
 The CYCLE

DAIRY

DCS

MILKMAN

COW
AMUL SUaaLY CHAIN
Farmers

Village Village Local Milk Sold to

Cooperative Cooperative Restaurants/Other Village &
Societies Societies (with Milk related Local Residents
(without Chilling Chilling Units) businesses
Units)

Network Milk arocessing Chilling alants

Services Union &
* Veterinary Warehouses
Services
* Animal Warehouses
Husbandry
* Animal
Feed Factory
* Milk Can Wholesalers/C&S
aroducers
* Agriculture Retailers Home Delivery
University Contractors
* Rural Mgmt
Institute
* Trucking CONSUMERS CONSUMERS
Facilities
 AMUL INFRASTRUCTURE IN RURAL INDIA

Members: 2 district milk producing units

Number of aroducer Members: 2.5 million
Number of Village Societies: 11,962
Total Milk Handling Capacity: 9.91 million litres per day
Total Milk Collection: 2.28 billion litres
Daily Average Milk Collection 6.3 million litres
Milk Drying Capacity: 511 metric tons per day
Cattle feed Manufacturing Capacity. 2340 metric tons per day
Sales Turnover: US $868 million
 R



 



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Hoardings aosters
 AMUL INICIATIVE IN DEVELOaING RURAL RETAILING

 Insurance against natural calamities

 Establish telecenters and enhance

technology in villages

 To charge for each service provided to

the supplier

 To purchase all milk that member farmers

produced

 To sell liquid milk at affordable prices so

as to serve a large number of consumers

 To develop and deliver services that will

improve lives of people in the network

 To hire professional managers, to run the

federation and unions, whose values
included upliftment of rural poor.
 CONCEaT Behind Rural Retailing

The Management Paradigm: ³Anand Pattern´

‡Inspiring Leadership
and Consuming Values
‡ Building Networks
‡ Coordination for
Competitiveness
‡ Technology for
Effectiveness
 WHY AMUL IS ?

Physique : Personality :
Taste, Quality Simple, Indian

Relationship : Culture :
Sociable Co-operative, Sharing

Reflection : Self-Image :
Value Oriented aroud Indian, Fun loving