INDUSTRY

VERGHESE KURIEN-AMUL

PRANAV GOEL - 0191BBA298

SRISH UPADHYAY -0191BBA309
HIMANSHU KANSAL -0191BBA286
FREYA AHUJA -0191BBA283
 FOUNDERS OF AMUL

VERGHESE KURIEN TRIBHUVANDAS KISHIBHAI

Born: 26 November 1921, Kozhikode
Awards: Ramon Magsaysay Award for
Community Leadership, Padma
Bhushan, Padma Vibhushan
NATIONALITY: INDIAN
PATEL
Born: 22 October 1903, India
Awards: Ramon Magsaysay Award for
Community Leadership, Padma
Bhushan
NATIONALITY: INDIAN
 AMUL BUSINESS FORMATION AND
MOTIVATIONAL FACTOR
Amul, is an Indian dairy cooperative society.It is a cooperative brand managed by a cooperative
body, the Gujarat Co-operative Milk Marketing Federation Ltd., which today is jointly owned by
36 lakh milk producers in Gujarat.
Founded: 14 December 1946
CEO: R.S. Sodhi (30 Jun 2010–present)
Headquarters: Anand,Gujarat,India
Revenue: 38,550 crores INR (US$5.4 billion, 2019–2020)
Area Served: Worldwide
Founders: Verghese Kurien, Tribhuvandas Kishibhai Patel
Motivation: The exploitation of marginal milk producers by traders and agents in small cities
 Key Factors Behind Amul's
Massive Success

•The Amul Girl (The Amul Advertising Campaign)

•Innovation

•Strong Brand
•Efficient Supply chain
•Diverse Portfolio Of Products
 TOP COMPETITORS OF AMUL

 Mother Dairy
 Kwality Walls
 Nestle
 Britannia
 Epigamia.
 AMUL VS MOTHER DAIRY

 Amul is a co-operative which collects milk only from farmers while

Mother Dairy is a company which collects milk from farmers as well as
from other aggregators.

 Though Mother Dairy follows stringent norms in milk procurement from

aggregators but it's no match of milk quality with farmer level collection
done by Amul.

 Amul can't collect milk from aggregators owing to their own policies
and co-operative structure. This doesn't give them the advantage of
private aggregators efficiencies and cost reduction in collection.

 The main strength of this company is its existence in many sectors.

 AMUL VS KWALITY WALLS
 The main strength of this brand is that Kwality Walls produces ice
cream that caters to each and every need and occasion of customers.

 HUL positions each of the variations of Kwality Walls to make sure that
they look good as per various segments. The pricing provided by this
brand is feasible and affordable for all.

 Most people prefer Amul because of the quality of milk used for making
ice cream as Amul has its network of collecting milk from cattle owners
through cooperative societies at village level across Gujrat where as
Kwality doesn't have own milk collection network so quality of milk
used is not assured.

 Vegetable fats and oils are lipid materials derived from plants. Ice
cream is expected to be free from vegetable fat.
COMPETITIVE ADVANTAGE IN THE
MARKETING STRATEGY OF AMUL
1. Its supply chain: Amul has large number of dairy suppliers which provides it tremendous strength and facilitates Amul  to
produce high volumes by relying on its supply chain.

2. its Wide Product portfolio: Amul  has a really wide product line due to which it can run Amul shoppes's and also maintain
its products presence in market, especially at retail level. Amul's product portfolio analysis indicates that its Butter and Ice
cream are cash cows for it.
3. AMUL enjoyed the first mover advantage and has captured a vast market share
in Indian market and then start expanding by multiplying its product so much so
that it didn’t allow the world leading company in this sector of dairy products
Danone.
 Competitive threats faced by AMUL
1. Increasing Competition – Amul increasingly faces fierce competition in the Ice Cream sector.
More and more companies and brands both local and foreign are invading its markets and
overtaking its sales. Competitors like Kwality Walls, Mother Dairy, Baskin Robbins, London
dairy, and Havmor are a few names that directly threaten its business.
2. Negative Media Coverage – Negative media coverage has not been beneficial for Amul’s
operations. It has affected its sales and forced them to issue statements garnering unwanted media
attention.
 Environment threats faced by AMUL

AMUL is facing many environmental threats that cant be controlled by its

management like:
 Change in the behavior of customer about packed products and canned
products like its yogurt and milk. Customers are preferring more Indian style
milk, direct from the farms in their home in bottles that are more fresh. Like
some local dairy and farm houses.
 GOALS ESTABLISHED BY AMUL

1. Investment in Technology
Amul has experienced exponential growth in the last few decades. The company is continually investing in
adaptive and revolutionary technologies within the dairy industry. The company is targeting a 
turnover of Rs. 50,000 crore in the fiscal year 2020.
2. Production Capacity
Amul is one of the largest manufacturers of milk and dairy products in the world. The company is managed
by the Gujarat Co-operative Milk Marketing Federation Limited, which is a dairy producers cooperative which
supplies the company with almost 18 million liters of milk daily.
3. Market Share
Amul has transformed itself into the market leader of milk and dairy products in the country. For
instance, Amul has a market share of 33 per cent in the organised ice cream industry. The ice cream
market is expected to grow by 30 per cent.
Amul has expanded its ice cream product and business portfolio by opening standalone Amul ice cream
stores all over the country.
Furthermore, the flavoured milk industry in India is also expected to grow by 20 per cent, and once again,
Amul is a market leader in flavoured milk in India.
4. Strong Brand Value
 Amul is one of the most recognizable and valuable brands in India. The Amul girl, the company’s mascot which
features on its advertisements is one of the oldest and most iconic brand mascots which Amul uses even
today.
 None of the milk or dairy products brands in India has come close to the public image or brand value which
Amul enjoys in the Indian market.
5. Quality
 One of the primary reasons for Amul being one of the most trusted brands in Indian and having a strong and
loyal consumer base is its quality. Amul has never faced any significant issues pertaining to its quality within
the Indian market. The company has also maintained transparency concerning its quality control practices.
 Amul maintains excellent relationships with the health department and government agencies. Validation from
these authorities further develops trust within the minds of the consumers about the quality of Amul’s
products.
6. Large Consumer Base
 The company has a large consumer base which spreads across the urban and rural regions of the country.
This wide-reaching consumer base has allowed the company to maintain distinct leverage over its competitors
SUCCESS OF THE ENTREPRENEUR AT
ACCOMPLISHING GOALS
 1.Verghese Kurien strongly believed that by placing technology and
professional management in the hands of the farmers, the living
standards of millions of rural poor could be improved. His belief came
into reality when in 1965, NDDB(The National Dairy Development
Board) was established and he was selected as the chairman.
 2. With operation 'FLOOD' he successfully replicated many more
Anand pattern based co-operatives across India. Mother Dairy was a
result of this initiative. Kurien and his teams commitment
transformed India from a milk deficient nation to into the world’s
largest milk producer, surpassing the USA in 1998
 3. Later, Kurien also founded IRMA (Institute of Rural Management
Anand) to train professionals for rural co-operatives and NGOs. All
this led to generation of employment to around 13.4 million people,
out of which 3.7 were women.
Hence the vision or goal of Mr. Kurien which was to empower the
farmers and to provide them technology was achieved way before his
death.
 HOW COULD THE ENTREPRENEUR
IMPROVE THEIR BUSINESS
 1. Look To Other IndustriesLook to other industries outside of your
own for insight, new ideas and technology that can be utilized in your
sector. Mr kurien did the same before replicating the amul model all
over north india.
 2. See Cross-Collaboration Potential In Different FieldsAchieving
success in the competitive business market today requires a
combination of creativity and cross-collaboration across fields not
typically brought together. Those who can "see" this collaborative
potential are often described as thinking outside the box. This can be
clearly seen in the wide variety of amul products.
 3. Learn To PivotEntrepreneurs need to move quickly and learn to
pivot in the world of modern business. New technology was intoduced
which helped in maximum production.
 WHY DID WE CHOOSE THIS
ENTREPRENEUR
 The Reason for choosing Verghese Kurien is that he has already been introduced to
many of us at some point in our life . We've heard about him as the architect or as the
father of the white revolution during our early studies. His life-long purpose of work can
be summed up in one word ‘empowerment’ – empowerment of small and marginal
farmers and landless laborers. In Dr. Kurien’s words, he was not in the business of milk.
Milk was only the ‘medium’ that he used to empower the farmers.
Reason for choosing this entrepreneur:
 Risk-taking ability
 Foresightedness
 Accountable in nature
 Own decision maker
 Profit-oriented
 Y OU
AN K
T H