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The 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 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

Amul
Sales Turnover US $ (million) 355 400 450

Amul is the largest food brand in India with an annual turnover of US $1068 million (2007-08) Currently Amul has 3.11 million producer members with milk collection average of 6.04 million litres/day. Amul is the largest producer of milk and milk products in the world.

1994-95 1995-96 1996-97

1997-98
1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2007-08

455
493 493 500 500 575 616 672 850 1068

Amuls products range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others.

Product Range Liquid Milk (nine varieties) Milk Powders (five varieties) Butter Ghee (two varieties) Bread Spread Cheese (three varieties) Cocoa Products (two varieties) Sweets (three varieties) Ice Cream (several varieties) Condensed Milk Edible Oil (nine varieties) Mineral Water Fruit Drinks

Brand Name Panel E: Number of Brands Liquid Milk: AMUL, SAGAR Milk Powders: Amulspray, AMUL, SAGAR, Amulspree, Amulya Cocoa Products: AMUL, Nutramul Edible Oils: Dhara, Lokdhara Mineral Water: Jal Dhara Fruit Drinks: Safal

Amul Strategy

Collection Chain Weighing the milk Determination of fat content

Supply Chain

Storing the milk

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 collection centres, 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

MILK-O-TESTER

electronic weighing scale

The CYCLE DAIRY

DCS

MILKMAN

COW

AMUL SUPPLY CHAIN


Farmers
Village Cooperative Societies (without Chilling Units) Network Services * Veterinary Services * Animal Husbandry * Animal Feed Factory * Milk Can Producers * Agriculture University * Rural Mgmt Institute * Trucking Facilities Village Cooperative Societies (with Chilling Units) Local Restaurants/Other Milk related businesses Milk Sold to Village & Local Residents

Milk Processing Union & Warehouses Warehouses

Chilling Plants

Wholesalers/C&S Retailers Home Delivery Contractors

CONSUMERS

CONSUMERS

AMUL INFRASTRUCTURE IN RURAL INDIA Members: Number of Producer Members: Number of Village Societies: Total Milk Handling Capacity: Total Milk Collection: Daily Average Milk Collection Milk Drying Capacity: . Cattle feed Manufacturing Capacity Sales Turnover: 2 district milk producing units 2.5 million 11,962 9.91 million litres per day 2.28 billion litres 6.3 million litres 511 metric tons per day 2340 metric tons per day US $868 million

Amul Marketing in Rural Sector in India


Advertisements on Aakashwani

Road Shows

Advertisements on Aakashwani

Hoardings

Posters

AMUL INICIATIVE IN DEVELOPING 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.

CONCEPT Behind Rural Retailing

The Management Paradigm: Anand Pattern

Inspiring Leadership and Consuming Values Building Networks Coordination for Competitiveness Technology for Effectiveness

WHY AMUL IS
Physique : Taste, Quality

?
Personality : Simple, Indian

Relationship : Sociable

Culture :

Co-operative, Sharing

Reflection : Value Oriented

Self-Image : Proud Indian, Fun loving