Type Industry Founded Headquarters Anand, India Key People Products Revenue Employees Website
Type Industry Founded Headquarters Anand, India Key People Products Revenue Employees Website
Type Industry Founded Headquarters Anand, India Key People Products Revenue Employees Website
Amul
Type Cooperative
Industry Dairy
Founded 1946
Key people Chairman, Kaira District Cooperative Milk Producers' Union Limited. (KDCMPUL)
Employees 735 employees of Marketing Arm. However, real pool consist of 2.8 million milk producers
Website [1]
www.amul.com
AMUL is based in Anand, Gujarat and has been an example of a co-operative organization's success in the long
term. It is one of the best examples of co-operative achievement in the developing economy. "Anyone who has seen
… the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally
wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in
developing regions everywhere."[4] The Amul Pattern has established itself as a uniquely appropriate model for
rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of
milk and milk products in the world. It is also the world's biggest vegetarian cheese brand [5] .
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US
$1050 million (2006–07) [6] . Currently Unions making up GCMMF have 2.8 million producer members with milk
collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as
Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its
bid to enter Japanese market in 1994 did not succeed, but now it has fresh plans entering the Japanese markets [7] .
Other potential markets being considered include Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognised as a key person behind the success of Amul.
On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.
Amul 2
GCMMF Today
GCMMF is India's largest food products marketing
organisation.. It is a state level apex body of milk
cooperatives in Gujarat, which aims to provide
remunerative returns to the farmers and also serve the
interest of consumers by providing affordable quality
products. GCMMF markets and manages the Amul
brand. From mid-1990s Amul has entered areas not
related directly to its core business. Its entry into ice
cream was regarded as successful due to the large
market share it was able to capture within a short
period of time – primarily due to the price differential 500 gram pack of Amul Cheese
and the brand name. It also entered the pizza business,
where the base and the recipes were made available to
restaurant owners who could price it as low as 30
rupees per pizza when the other players were charging
upwards of 100 rupees.
Company info
The Gujarat Cooperative Milk Marketing Federation
Ltd, Anand (GCMMF) is the largest food products
marketing organisation of India. It is the apex
organization of the Dairy Cooperatives of Gujarat. This
State has been a pioneer in organizing dairy
cooperatives and our success has not only been 100 gram pack of Amul Butter
emulated in India but serves as a model for rest of the
World. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that
links more than 2.8 million village milk producers with millions of consumers in India and abroad through a
cooperative system that includes 13,141 Village Dairy Cooperative Societies (VDCS) at the village level, affiliated
to 13 District Cooperative Milk Producers’ Unions at the District level and GCMMF at the State level. These
cooperatives collect on an average 7.5 million litres of milk per day from their producer members, more than 70% of
whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people
belonging to the scheduled castes.
The turnover of GCMMF (AMUL) during 2008-09 was Rs. 67.11 billion. It markets the products, produced by the
district milk unions in 30 dairy plants, under the renowned AMUL brand name. The combined processing capacity
of these plants is 11.6 million litres per day, with four dairy plants having processing capacity in excess of 1 million
Litres per day. The farmers of Gujarat own the largest state of the art dairy plant in Asia – Mother Dairy,
Gandhinagar, Gujarat – which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder
daily. During the last year, 3.1 billion litres of milk was collected by Member Unions of GCMMF. Huge capacities
for milk drying, product manufacture and cattle feed manufacture have been installed. All its products are
manufactured under the most hygienic conditions. All dairy plants of the unions are ISO 9001-2000, ISO 22000 and
HACCP certified. GCMMF (AMUL)’s Total Quality Management ensures the quality of products right from the
starting point (milk producer) through the value chain until it reaches the consumer.
Amul 3
Ever since the movement was launched fifty-five years ago, Gujarat’s Dairy Cooperatives have brought about a
significant social and economic change to our rural people. The Dairy Cooperatives have helped in ending the
exploitation of farmers and demonstrated that when our rural producers benefit, the community and nation benefits
as well.
The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed simply as a business enterprise. It is an
institution created by the milk producers themselves to primarily safeguard their interest economically, socially as
well as democratically. Business houses create profit in order to distribute it to the shareholders. In the case of
GCMMF the surplus is ploughed back to farmers through the District Unions as well as the village societies. This
circulation of capital with value addition within the structure not only benefits the final beneficiary – the farmer –
but eventually contributes to the development of the village community. This is the most significant contribution the
Amul Model cooperatives has made in building the Nation.
cooperatives while competing with the private sector as a combined stronger force. GCMMF (AMUL) has ensured
remunerative returns to the farmers while providing consumers with products under the brand name AMUL.
This was possible due to the leadership of the founder Chairman of AMUL, Tribhuvandas Patel and the vision of the
father of the White Revolution, Dr. Verghese Kurien who worked as a professional manager at AMUL. Numerous
people contributed to this movement which would otherwise not have been possible.
Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, is the architect of India’s White
Revolution, which helped India emerge as the largest milk producer in the world.
Impressed with the development of dairy cooperatives in Kaira District & its success, Shri Lal Bahadur Shastri, the
then Prime Minister of India during his visit to Anand in 1964, asked Dr. V Kurien to replicate the Anand type dairy
cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme
was launched for replication of the Amul Model all over India.
Operation Flood, the world’s largest dairy development programme, is based on the experience gained from the
‘Amul Model’ dairy cooperatives. The facilities at all levels are entirely farmer-owned. The cooperatives are able to
build markets, supply inputs and create value-added processing. Thus, Amul Model cooperatives seem to be the most
appropriate organizational force for promoting agricultural development using modern technologies and professional
management and thereby generating employment for the rural masses and eradicating poverty in these undeveloped
areas. India has already demonstrated the superiority of this approach.
successful State in terms of milk and milk product production through its cooperative dairy movement. The Kaira
District Cooperative Milk Producers’ Union Limited, Anand has become the focal point of dairy development in the
entire region and AMUL has emerged as one of the most recognized brands in India, ahead of many international
brands.
Today, we have around 176 cooperative dairy Unions formed by 1,25,000 dairy cooperative societies having a total
membership of around 13 million farmers on the same pattern, who are processing and marketing milk and milk
products profitably, be it Amul in Gujarat or Verka in Punjab, Vijaya in Andhra Pradesh or a Nandini in Karnataka.
This entire process has created more than 190 dairy processing plants spread all over India with large investments by
these farmers’ institutions. These cooperatives today collect approximately 23 million kgs. of milk per day and pay
an aggregate amount of more than Rs.125 billion to the milk producers in a year.
Achievements of GCMMF
• 2.8 million milk producer member families
• 13,759 village societies
• 13 District Unions
• 8.5 million liters of milk procured per day
• Rs. 150 million disbursed in cash daily
• GCMMF is the largest cooperative business of small producers with an annual turnover of Rs. 53 billion
• The Govt. of India has honoured Amul with the “Best of all categories Rajiv Gandhi National Quality Award”.
• Largest milk handling capacity in Asia
• Largest Cold Chain Network
• 48 Sales offices, 3000 Wholesale Distributors, 5 lakh retail outlets
• Export to 37 countries worth Rs. 150 crores
• Winner of APEDA award for nine consecutive years
Amul 8
Products
Amul's product range includes milk powders, milk, butter, ghee, cheese, Masti Dahi, Yoghurt, Buttermilk chocolate,
ice cream, cream, shrikhand, paneer, gulab jamuns, flavoured milk, basundi, Nutramul brand and others. In January
2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade
and PepsiCo's Gatorade [9] .
In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering in the milk
products segment. Other Amul brands are Amul Kool, a low calorie thirst quenching drink; Masti Butter Milk; Kool
Cafe, ready to drink coffee and India's first sports drink Stamina.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for 2007.
Mascot
Since 1967[10] Amul products' mascot has been the very recognisable "Amul baby" (a chubby butter girl usually
dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline
Utterly Butterly Delicious Amul.The mascot was first used for Amul butter. But in recent years in a second wave of
ad campaign for Amul products, she has also been used for other product like ghee and milk.
Advertising
Its advertising has also started using tongue-in-cheek
sketches starring the Amul baby commenting jovially
on the latest news or current events. The pun in her
words has been popular. Amul outdoor advertising uses
billboards, with a humorous take on current events and
is updated frequently. The Amul ads are one of the
longest running ads based on a theme, now vying for
the Guinness records for being the longest running ad
campaign ever with Smokey Bear. Sylvester da Cunha An Amul butter ad on Pakistan's Kargil War fiasco. The image
was the Managing Director of the advertising agency, shows the "Amul baby" in between George Fernandes and Atal
Behari Vajpayee.
ASP, that created the campaign in 1967.
Rivals
The success of Amul resulted in similar organizations being setup by state governments throughout India, most of
which had reasonable success. Examples are Milma in Kerala, Vijaya in Andhra Pradesh, Aavin in Tamil Nadu,
Amul 9
K.M.F (Nandini) in Karnataka, Sudha in Bihar, Omfed in Orissa, saras in Rajasthan, Parag in Uttar Pradesh, Verka
in Punjab, Aanchal in Uttarakhand, Vita in Haryana and others.
Other co-operative rivals of Amul include National Dairy Development Board (NDDB) (with its Mother Dairy and
Sugam brands). With Amul entering the sports drink market, its rivals now include Coca Cola and PepsiCo.
In popular culture
The establishment of Amul is also known as White Revolution. The White Revolution of India inspired the notable
Indian film-maker Shyam Benegal to base his film Manthan (1976) on it. The film starred Smita Patil, Girish
Karnad, Naseeruddin Shah and Amrish Puri. The film itself was financed by over five lakh rural farmers in Gujarat
who contributed Rs 2 each to the film'š budget. Upon its release, these same farmers went in truckloads to watch
'their' film, making it a commercial success.[11] [12] , the film was chosen for the 1977 National Film Award for Best
Feature Film in Hindi. The Amul success story is taken up as a case study in marketing in many premier
management institutes across the world.
The White Revolution ushered an era of plenty from a measly amount of milk production and distribution. Aside
from the great measurable success that this project was, it also demonstrated the power of "collective might". A
small set of poor farmers of Kheda district in Gujarat had the vision and foresight to act in a way that was good for
the society and not for the self alone.
References
[1] http:/ / www. amul. com/
[2] Amul - The Taste of India.. "Welcome to Amul - The Taste of India" (http:/ / www. amul. com/ products. html). Amul.com. . Retrieved
2010-07-12.
[3] The Amul Story - General Management Review (http:/ / www. etgmr. com/ GMRjan-mar04/ art7. html)
[4] Alexander Fraser Laidlaw. Cooperatives and the Poor. A development study prepared for the International Cooperative Alliance and the
Canadian International Development Agency, 1977.
[5] Economic Times (http:/ / economictimes. indiatimes. com/ articleshow/ 1288929. cms)
[6] Amul's sales turnover (http:/ / www. amul. com/ organisation. html)
[7] Amul hopes to flow into Japanese market (http:/ / dnaindia. com/ report. asp?NewsID=1004828& CatID=4)
[8] http:/ / www. synovate. com/ news/ article/ extra/ 20070824/ Asia's%20Top%201000%20brands%20fact%20sheet. pdf
[9] Amul ready to take on Pepsi, Coke in sports drink segment (http:/ / www. financialexpress. com/ fe_full_story. php?content_id=114144)
[10] The Amul Mascot Story - Amul's website (http:/ / www. amul. com/ story. html)
[11] NDTV movies (http:/ / www. ndtvmovies. com/ newstory. asp?section=Movies& id=ENTEN20070021927) NDTV.
[12] Shyam Benegal at ucla.net (http:/ / www. sscnet. ucla. edu/ southasia/ Culture/ Cinema/ Benegal. html) South Asia Studies, University of
California, Los Angeles (UCLA).
External links
• Official website (http://www.amul.com/)
• History of Amul (http://www.irma.ac.in/about/amul.html)
• amul.tv (http://amul.tv/)
• (http://www.thehindubusinessline.com/2004/09/13/stories/2004091300610700.htm)
Article Sources and Contributors 10
License
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