THE SUCCESS STORYTHE SUCCESS STORY

Submitted by:

Shveta Bhatia

Sunny Grover

Varun Joshi

Sheenu Chhabra

Vivek Chaudhary

Vishakh Varun

AMUL INTRODUCTIONAMUL INTRODUCTIONMore 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 INTRODUCTIONAMUL 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 toSpecifically, 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 Brand Name

Liquid Milk (nine varieties)Milk Powders (five varieties)ButterGhee (two varieties)Bread SpreadCheese (three varieties)Cocoa Products (two varieties)Sweets (three varieties)Ice Cream (several varieties)Condensed MilkEdible Oil (nine varieties)Mineral WaterFruit Drinks

Panel E: Number of BrandsLiquid Milk: AMUL, SAGARMilk Powders: Amulspray,AMUL, SAGAR, Amulspree,AmulyaCocoa Products: AMUL,NutramulEdible Oils: Dhara, LokdharaMineral Water: Jal DharaFruit Drinks: Safal

Collection ChainSupply Chain

Weighing the milk

Determination of fat content

Calculation of the purchase price

Storing the milk

Processing the milk

Distributing the milk

Amul Strategy

Farmers

VillageCooperativeSocieties (withChilling Units)

VillageCooperativeSocieties(without ChillingUnits)

LocalRestaurants/Other Milk relatedbusinesses

Milk Sold toVillage &Local Residents

Milk ProcessingUnion &Warehouses

Warehouses

Wholesalers/C&S

Retailers Home DeliveryContractors

CONSUMERS

NetworkServices* VeterinaryServices* AnimalHusbandry* AnimalFeed Factory* Milk CanProducers* AgricultureUniversity* Rural MgmtInstitute* TruckingFacilities

Chilling Plants

CONSUMERS

AMUL SUPPLY CHAINAMUL SUPPLY CHAIN

Physique : Taste, Quality

Personality :Simple, Indian

Self-Image :Proud Indian, Fun loving

Reflection :Value Oriented

Culture :Co-operative, Sharing

Relationship :Sociable

WHY AMUL IS ?

AMUL’s Success accounts for its:

• Advertisements • Quality Advertisements • Quality • Value for money • AvailabilityValue for money • Availability• ServiceService