AMUL- The Taste Of India

                        AMUL - The Taste Of India

                                   

ORIGIN

It all started in late 1946 in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control. 

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien,who was entrusted the task of running the dairy from 1950. 

HISTORY

 

Acronym of " Anand Milk Union Limited "  AMUL is also derived from the Sanskrit word "Amulya", Amul means invaluable. Formed in 1946, it is a brand name managed by an Indian cooperative organization, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat India.

Entrance of Amul factory

Amul is based in Anand , Gujarat and is a cooperative organization. Amul spurred the White Revolution in India which in turn made India the largest producer of milk and milk products in the world. It is also the world's largest vegetarian cheese brand.




Amul is the largest food brand in India and world's largest pouched milk brand with an annual turnover of US$ 2.2 billion (2010-11).Currently Unions making up GCMMF have 3.1 million producer members with milk collection average of 9.10 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong kong and a few South African countries. Its bid to enter Japnese market in 1994 did not succeed, but it plans to venture again.
Dr. Varghese Kurien former chairman of the GCMMF, is recognized  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.

Year of Establishment	1973
Members	17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members)
No. of Producer Members	3.18 Million
No. of Village Societies	16,117
Total Milk handling capacity per day	13.67 Million litres per day
Milk Collection (Total - 2011-12)	3.88 billion litres
Milk collection (Daily Average 2011-12)	10.6 million litres (peak 13 million)
Milk Drying Capacity	647 Mts. per day
Cattle feed manufacturing Capacity	3690 Mts. per day
Sales Turnover -(2011-12)	Rs. 11668 Crores (US $2.5 Billion)

VISION

The vision of Amul is to develop rural India by uplifting the farmers, empowering women and poor laborers, and in the process, improving society as a whole.

MISSION

 

AMUL endeavor to satisfy the taste and nutrients requirements of the customers in the world through excellence excellence in marketing by their committed  team. Through co-operative networking, they are committed to offer quality products, that provide best "Value for money ".

THE AMUL MODEL

The Amul Model is a three-tier cooperative structure. This structure consists of

Dairy Cooperative Society at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk Federation at the State level.

             The above three-tier structure was set up in order to delegate the various functions, milk collection is done at the Village Dairy Society, Milk Procurement & Processing at the District Milk Union and Milk & Milk Products Marketing at the State Milk Federation. This helps in eliminating not only internal competition but also ensuring that economies of scale is achieved. As the above structure was first evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood Programs, it is known as the ‘Amul Model’ or ‘Anand Pattern’ of Dairy Cooperatives.

PRODUCTS

Bread Spreads

Amul Lite                                                                                Delicious Table Margarine

                                                 
Low fat, low Cholesterol Bread Spread                              The Delicious way to eat healthy

Milk Drinks

Amul Kool Millk Shaake                                                           Amul Kool

                                                               

Powder Milk

Amul Spray Infant Milk Food                                                Amul Instant Full Cream Milk Powder 

                                                                            

Still, Mother's Milk is Best for your baby                                      A dairy in your home

Fresh Milk

Amul Fresh Milk                                                                     Amul Fresh Milk

                                                            

Cheese

Amul Pasteurised Processed Cheese                                         Amul Cheese Spreads

                                                                           

100% Vegetarian Cheese made from microbial rennet                  Tasty Cheese Spreads in 3 great flavours.

Amul Butter

Amul Pasteurized Butter                                                                    Amul Cooking Butter

                     

       

AWARDS

	ET-Corporate Citizen Award of the Year 2010-11 to GCMMF
	Amul receives Green Globe Foundation Award
	Dr. V.Kurien honoured with Life Time Achievement Award
	GCMMF receives Srishti's G-Cube Award - 2010
	Amul Bags International Dairy Federation Award
	Amul Bags Srishti G-cube Award For Good Green Governance - 2009
	Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit
	Ramkrishna Bajaj National Quality Award - 2003
	Qimpro Gold Standard Award - 2003
	Amul - The Taste Of India (GCMMF) Receives International CIO 100 Award For Resourcefulness
	Rajiv Gandhi National Quality Award - 1999

MARKET SHARE BY PRODUCTS.

Category	Market Share	Market Position
Butter, Ghee	85%	1
Milk Powder	40%	1
Cheese	50%	1
Ice-cream	24.75%	2
Sweets	50%	1
Chocolate Drink	90%	1
Chocolate	10%	3

MEMBER UNIONS

1. Kaira District Cooperative Milk Producers' Union Ltd., Anand
2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana
3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar
4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur
5. Surat District Cooperative Milk Producers' Union Ltd., Surat
6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra
8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad
9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
10. Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad
11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
12. Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar
13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar
14. Amreli District Cooperative Milk Producers Union Ltd., Amreli
15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar

FINANCIAL PERFORMANCE

Sales Turnover	Rs (million)	US $ (in million)
1994-95	11140	355
1995-96	13790	400
1996-97	15540	450
1997-98	18840	455
1998-99	22192	493
1999-00	22185	493
2000-01	22588	500
2001-02	23365	500
2002-03	27457	575
2003-04	28941	616
2004-05	29225	672
2005-06	37736	850
2006-07	42778	1050
2007-08	52554	1325
2008-09	67113	1504
2009-10	80053	1700
2010-11	97742	2172
2011-12	116680	2500