SALES & DISTRIBUTION

PRODUCT MIX OF AMUL

SUBMITTED TO: Mr. Belur Baxi

SUBMITTED BY: Hiren Darji
Nirmal Gajjar
Kapil Gupta

Page
 ABOUT AMUL
AMUL means "priceless" in Sanskrit. A quality control expert in Anand suggested the brand
name “Amul,” (Anand Milk Union Limited) from the Sanskrit “Amoolya,” Variants, all
meaning "priceless", are found in several Indian languages. Amul products have been in use in
millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya
have made Amul a leading food brand in India. Today Amul is a symbol of many things. Of
high-quality products sold at reasonable prices, of the genesis of a vast co-operative network, of
the triumph of indigenous technology, of the marketing savvy of a farmers' organization and
have a proven model for dairy development. And have a proven model for dairy development
(Generally known as “ANAND PATTERN”).

AMUL has been able to:

 Produce an appropriate blend of the policy makers farmers board of management and the
professionals: each group appreciating its rotes and Limitations,
 Bring at the command of the rural milk producers the best of the technology and harness
its fruit for betterment.
 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
 Even though, growing with time and on scale, it has remained with the smallest producer
members. In that sense. Amul is an example par excellence, of an intervention for rural
change.

AMUL’S Product range:

1) Bread spreads

2) Milk Powders

3) Fresh Milk

4) Cheese Range

5) For Cooking

6) Desserts

7) Amul Ice creams

Page
 8) Health Drink

Bread spreads
Brand Name Type/Flavor Strength/Pack Price
Amul Pasteurised 100 gm 25 Rs.
Butter Butter 500gm 122 Rs.

Amul Lite Low Cholesterol 100 gm 13 Rs.

butter 500 gm. 60 Rs.
Delicious Table 100 gm 13 Rs.
Magarine

Milk Drinks
Brand Name Type/Flavor Strength/Pack Price
Amul Kool Milk Shaake
 Badam 200 ml 22 Rs.
 Strawberry Flavored Milk
Shaake 180 ml 15 Rs.
 Mango

Amul Kool
 Kesar 200 ml (Glass Bottle) 15 Rs.
 Elachi 200ml (Tetra Pack) 15 Rs.
 Rose Flavored Milk 250ml (Can) 22 Rs.
 Mango 1 ltr(Tetra Pack)
 Strawberry
Amul kool Café Coffee 200ml (Glass Bottle) 16 Rs.
200ml (Tetra Pack) 16 Rs.
250ml (Can) 22 Rs.
Amul Kool Koko Choco 200ml (Glass Bottle) 16 Rs.
200ml (Tetra Pack) 16 Rs.
250ml (Can) 22 Rs.
Nutramul Energy Drink Energy Drink 200ml (Glass Bottle) 15 Rs.
Amul Kool Chocolate
Milk Chocolate Milk 200ml (Tetra Pack) 15 Rs.

Page
 Amul Masti 200ml (Tetra Pack) 10 Rs.
Spiced Buttermilk Butter Milk 500ml (Tetra pack)
1ltr (Tetra Pack) 35 Rs.
Amul Lassee Lassee 200ml (Tetra Pack) 12 Rs.
1ltr (Tetra Pack) 37 Rs.
Amul Kool Thandai
Thandai 200ml (Glass Bottle) 15 Rs.

Powder Milk
Brand Name Type/Flavor Strength/Pack Price
Amul Spray Infant
Milk Food Milk Powder
Amul Instant Full 200 gm. 46 Rs.
Cream Milk Powder Cream Milk Powder 1 k.g. 125 Rs.
Sagar Skimmed Milk
Powder Skimmed Milk
Powder
Sagar Tea Coffee
Whitener Tea Coffee Whitener
Amulya Dairy 200 gm. 48 Rs.
Whitener Whitener 500 gm 112 Rs.
1 k.g. 218 Rs.

Fresh Milk
Brand Name Type/Flavor Strength/Pack Price
Amul Taza Double Toned Milk 200 ml 8 Rs.
1 ltr. 37 Rs.
Amul Gold 200 ml 10 Rs.
1 ltr. 40 Rs.
Amul Slim-n-Trim 200 ml 9 Rs.
1 ltr. 35 Rs.
Amul Calci+ 200 ml 10 Rs.
1 ltr. 42 Rs.
Amul Fresh Cream 200 ml 25 Rs.
Cream 1 ltr. 130 Rs.
Amul Shakti Toned 200 ml 12 Rs.
Milk Toned Milk 1 ltr. 40 Rs.
Amul Butter Milk 200 ml 10 Rs.
Butter Milk 1 ltr. 35 Rs.

Page
 Cheese
Brand Name Type/Flavor Strength/Pack Price
Amul Pasteurized 200 ml. 67 Rs.
Processed Cheddar 400 ml. 118 Rs.
Cheese 1 k.g. 252 Rs.
Cheddar Cheese
Amul Processed 200 ml. 50 Rs.
Cheese Spread Spread cheese
Amul Mozarella 200 ml. 55 Rs.
Cheese Mozarella Cheese
Amul Emmental
Cheese Emmental Cheese
Amul Gouda Cheese 200 ml. 100 Rs.
Gouda Cheese

For Cooking
Brand Name Type/Flavor Strength/Pack Price
Amul/Sagar Pure 200 ml 56 Rs.
Ghee Ghee 500 ml 130 Rs.
1 ltr. 265 Rs.
2 ltr. 515 Rs.
5 ltr. 1275 Rs.
Amul Malai Paneer 200 gm. 35 Rs.
Cottage Chesse 1 k.g. 252 Rs.

Mithai Mate Sweetened Condensed 200 ml. 58 Rs.

Milk
Cooking Butter 100 gm 25 rs
500gm 122 rs.

Utterly Delicious School pizza 20 Rs.

Pizza Pizza Regular pizza 30 Rs.
Premium pizza 40 Rs.
Dahi 200 ml. 8 Rs.
 Masti Dahi 400 ml. 15 Rs.

Page
  Pro- Dahi 200 ml. cup 14 Rs.
Biotic Dahi

Desserts (Amul Ice-Cream)

Brand Name Type/Flavor Strength/Pack Price
Royal Treat Range (Rajbhog, 100 ml cup 20 Rs.
Cappuchino, 750 ml. Family 90 Rs.
Chocochips,
Butterscotch, Tutti
Frutti)
Nut-0-mania (Kaju Drakshi, 100 ml. and 750 ml 15 Rs. And 75 Rs.
Range Kesar Pista, 100 ml. and 750 ml 20 Rs. And 90 Rs.
Roasted Almond, 1 ltr. 150 Rs.
Kesar Carnival,
Badshahi Badam
Kulfi, Shista 100 ml. 15 Rs.
Pista Kulfi) 100 ml. 15 Rs.
Utsav Range (Anjir, 1 ltr. 140 Rs.
Roasted Almond) 1 ltr. 150 Rs.
Simply Delicious (Vanilla, 2.25 ltr. 135 Rs.
Range Strawberry, 750 ml. 75 Rs.
Pineapple, 750 ml. 65 Rs.
Rose, 2.25 ltr. 130 Rs.
Chocolate) 750 ml. 70 Rs.
2.25 ltr. 160 Rs.
Nature’s Treat (Alphanso Mango, 750 ml. and 2 ltr. 70 Rs.
Fresh Litchi, 750 ml. 80 rs.
Anjir, 750 ml. 80 Rs.
Fresh Strawberry, 750 ml. 75 Rs.
Black Currant) 750 ml. 80 Rs.

Sundae Range Mango, 150 ml. cup 20 Rs.

Black Currant, 150 ml. cup 20 Rs.
Chocolate, 150 ml. cup 20 Rs.
Strawberry) 150 ml. cup 20 Rs.

Milk Bars (Mini Chocobar, 8 Rs.

Mango Dolly, 12 Rs.
Raspberry Dolly, 12 Rs.
Shahi Badam Kulfi, 15 Rs.
Shahi Pista Kulfi, 15 Rs.

Page
 Mawa Malai Kulfi, 15 Rs.
Green Pista Kulfi) 15 Rs.
Cool Candies (Orange, 5 Rs.
Mango) 5 Rs.
Tricone Cones (Mini Butterscotch, 80 ml. 12 Rs
Big butterscotch 120 ml. 15 Rs.
Chocolate) 120 ml. 22 Rs.

Desserts (Amul Mithai)

Brand Name Type/Flavor Strength/Pack Price
Amul Shrikand Mango 100 gm. 13 Rs.
500 gm. 57 Rs.
1 k.g. 109 Rs.
Ilichi 100 gm. 13 Rs.
200 gm. 24 Rs.
500 gm. 56 Rs.
1 k.g. 109 Rs.
Amul Amarkhand 500 gm. 51 Rs.
Amul Mithaee 500 gm. 68 Rs.
Gulabjamuns 1 k.g. 125 Rs.
Amul Mithaee
Gulabjamuns Mix
Amul Mithaee kulfi
Mix
Amul Basundi 500 ml. 50 Rs.
1 ltr. 100 Rs.

Desserts (Amul Chocolates)

Brand Name Type/Flavor Strength/Pack Price
Amul Milk Fundu 15 gm. 5 Rs.
Chocolates 20 gm. 15 Rs.
Milk chocolates 26 gm. 10 Rs.
F&Nut 30 gm. 25 Rs.
Waffer chocolates 5 Rs.
Dark chocolates 20 Rs.
Chocozoo Re- tub 180 Rs.

Amul Fruit &Nut 30 gm. 25 Rs.

Chocolates
Amul Eclairs

Page
 Health Drink
Brand Name Type/Flavor Strength/Pack Price
Nutramul Malted Milk Food

Amul Shakti Health Kesar-Almond Glass Jars - 500 gm & 500g Jar - Rs.110/-
Food Drink 200 gm
Chocolate 500g Refill - Rs.100/-
Refill Boxes - 500 gm
& 200 gm 200g Jar - Rs.50/-

Pouches - 50 gm & 25 200g Refill - Rs.45/-

gm
50g Pouch - Rs.10/-

25g Pouch - Rs.5/-

Page
 Distribution channel of AMUL

(MANAGED BY GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION)

Manufacturing
GCMMF

First leg (from manufacturing units)

Depot...1 Depot...n

Second leg

WD…1 WD…n

Third leg
Page
 Retail…1 Retail...n

Customers

1. First leg of transport is from the manufacturing unit to the company depots. This is done
using 9 and 18 MT trucks any lesser quantity will be uneconomical to the company there fore is
some time the quantity ordered is lesser then club loading is done which means that the product
ordered is supplied with some other products.
a) Frozen food the temperature of these trucks is kept below -18˚C
b) Dairy wet the temperature of these trucks is kept between 0-4˚C

2. Second leg is from the depot to the WD’s, this transport is carried out in insulated 3 and 5 MT
TATA 407’s here a permanent dispatch plan (PDP) is prepared where the distributor plans out
the quantity of various products to be ordered on a particular date.

3. Third leg this is the flow of good from WD’s to retailers, a beat plan is prepared and
transportation is done on auto-rickshaws, rickshaws and bicycles.

Page