EXECUTIVE SUMMARY

Amul, short for Anand Milk Union Limited, is one of India’s most iconic and trusted dairy
brands. Founded in 1946 in Anand, Gujarat, under the visionary leadership of Dr.
Verghese Kurien, Amul pioneered India’s White Revolution, making the country the
largest producer of milk in the world.
Amul operates under a three-tier cooperative model that empowers over 3.6 million
dairy farmers. This model includes Village-Level Cooperative Societies, District Milk
Unions, and the Gujarat Cooperative Milk Marketing Federation (GCMMF) at the state
level. Through this system, Amul ensures fair prices for farmers while providing high-quality
dairy products to consumers.
The company offers a wide product portfolio including milk, butter, cheese, paneer,
curd, ghee, ice cream, chocolates, beverages, and more. Its marketing strategy is known
for the legendary Amul Girl campaign, affordability, emotional connection with
consumers, and a vast distribution network across India and abroad.
Amul has received numerous national and international awards, and its cooperative
model has been studied worldwide as a case of inclusive growth and sustainable rural
development. With its strong foundation, social impact, and continuous innovation, Amul
remains not just a brand but a movement—truly “The Taste of India.”
”‘” “ Amul —The Taste of India

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 Introduction to Amul
Here’s a bullet-point style introduction of Amul:

Full Name: Anand Milk Union Limited (AMUL)

Established: 1946 in Anand, Gujarat, India

Founders: Tribhuvandas Patel and Verghese Kurien

Ownership: A cooperative society, managed by the Gujarat Cooperative Milk

Marketing Federation (GCMMF).

Purpose: To stop exploitation of milk producers by middlemen and ensure fair

prices.

Slogan: "The Taste of India“

Product Range: Milk, butter, cheese, ice cream, paneer, curd, chocolates,
beverages, and more.
History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India.

It is managed by Gujarat Co-operative Milk Marketing

Federation Ltd. (GCMMF).

AMUL is based in Anand, Gujarat and has been a sterling

example of a co-operative organization's success in the long
term. The Amul Pattern has established itself as a uniquely
appropriate model for rural development.

Amul has spurred the White Revolution of India. It is also the

world's biggest vegetarian cheese brand.

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 Vision of Amul India
The Vision of Amul India can be summarized as:

To build a strong and sustainable dairy cooperative movement in India.

To empower farmers, especially in rural areas, by providing them with

fair and consistent market access.

To ensure quality dairy products are available to consumers at

affordable prices.

To become the most trusted and preferred dairy brand globally.

 Mission of Amul India
Here’s the Mission of Amul India in a clear and concise way:

To provide remunerative returns to the farmers.

To serve consumers with quality products at reasonable prices.

To ensure the socio-economic development of farmers through

cooperative efforts.

To promote innovation, quality, and sustainability in dairy production.

To expand market presence both nationally and internationally.

Amul’s Business
Model: The 3-
Tier Cooperative
Structure
 Village Level – Milk Producers‘
Cooperative Societies
Foundation of Amul’s 3-tier model

Comprises small-scale dairy farmers in rural villages

Each farmer is a member-owner of the cooperative

Farmers bring their milk daily to the village collection center

Milk is tested for quality and fat content

Payments are made promptly and fairly

Cooperatives maintain records, training, and support services

Ensures transparency and direct link between producer and company

 Key Benefits of Village-Level Milk
Cooperatives
Farmers receive prompt payment based on milk quality and
quantity.

Direct connection between farmers and the cooperative

ensures no exploitation.

Farmers are shareholders and decision-makers in the

cooperative.

Regular income supports rural development and poverty

reduction.

Encourages participation from women and small-scale farmers.

 District Level – District Milk
Unions
Second tier of Amul’s 3-tier cooperative structure.

Each district has a milk union that handles milk from multiple village
societies.

Owned by member village cooperatives in that district.

Collects milk from village societies and transports it to processing

centers.

Pasteurization, homogenization, chilling, and packaging of milk and

milk products.

Produces dairy items like butter, cheese, paneer, curd, ice cream,
etc.
 Key Benefits of District
Milk Unions
Ensures raw milk is quickly processed into high-quality dairy
products.

Converts raw milk into value-added products (butter, cheese,

curd, etc.), increasing revenue.

Offers veterinary care, feed, and technical training to improve milk

yield and cattle health.

Maintains hygiene and product standards through modern

equipment and labs.

Creates jobs in processing, logistics, maintenance, and admin at

the district level.
 State Level – Gujarat Cooperative
Milk Marketing
Federation (GCMMF)

GCMMF markets and sells products under the Amul brand.

Handles branding, logistics, advertising, exports, and product

innovation.

Ensures uniform quality and branding across India and abroad.

 Key Benefits of State
Level – GCMMF

Centralized Marketing & Branding

National & Global Reach

Economies of Scale

Product Innovation

Revenue Growth

Strong Supply Chain Network

Farmer Empowerment
 Key Features of
Amul’s Model
Farmer-Owned: Profits go back to the producers.

Professional Management: Managed efficiently at each tier.

Integrated Supply Chain: From cow to consumer.

Scalability: Model replicated across many Indian states.

Empowerment: Over 3.6 million milk producers benefit directly.

 Product Portfolio of
Amul India

Amul offers a diverse and extensive range of dairy and food

products across multiple categories:
 Milk & Milk Products

Amul Fresh Milk (Toned, Full Cream, Slim &

Trim)

Amul Gold, Amul Taaza

Amul Lactose-Free Milk

Amul Camel Milk

 Butter & Ghee,
Cheese & Paneer

Amul Butter (Salted & Unsalted)

Amul Garlic and Chocolate Butter (Variants)

Amul Ghee (Cow Ghee, Pure Ghee)

Amul Processed Cheese, Cheese Slices, Cheese Spread

Amul Mozzarella Cheese

Amul Paneer (Fresh & Frozen)

 Ice Creams &
Frozen Desserts
Amul Ice Cream (cups, cones, tubs, bars)

Sugar-free and Kulfi ranges

Amul Frozen Yogurt

Amul Dark Chocolate, Milk Chocolate, Fruit & Nut

Amul Sugar-Free Chocolate

Amul Mithai Range (Rasgulla, Gulab Jamun, etc.)

 Beverages

Amul Kool (Flavored Milk – Rose, Elaichi, Kesar)

Amul Lassi

Amul Buttermilk (Masala Chaas)

Amul Tru (Juices & Flavored Drinks)

Amul’s Marketing
Strategy
 Amul’s Marketing
Strategy
Iconic Branding – “The Taste of India”

Topical & Witty Advertising

Emotional Connect & Trust

Affordable Pricing Strategy

Wide Distribution Network

Product Diversification & Innovation

Export & Global Branding

 Achievements of Amul India

White Revolution Leader

World’s Largest Dairy Cooperative

Consistent Business Growth

Global Reach

Iconic Brand

Diverse Product Portfolio

Innovation & R&D

Recognition & Awards

 Awards of Amul India 1.1

◻ 1. Superbrand India Award

Recognized multiple times as a Superbrand for excellence in branding,

trust, and consumer loyalty.

◻ 2. Golden Peacock Award

Received the Golden Peacock Award for Corporate Governance &

Sustainability, honoring transparency and ethical business practices.

◻ 3. World Dairy Innovation Awards

Awarded in various categories such as Best Butter, Best Cheese, and

Best Functional Dairy Product.
🏅 4. Best FMCG Brand Awards

Honored by publications like Economic Times, Business Today, and

Forbes India as one of the top FMCG brands in the country.

🏆 5. Brand Trust Report Awards

Featured regularly in the Top 10 Most Trusted Brands in India across

sectors.

6. Awards to Dr. Verghese Kurien (Founder of Amul)

Padma Vibhushan Padma Bhushan

Padma Shri Ramon Magsaysay Award

Reasons for Success
" ” GCMMF -Over View
GCMMF: Gujarat Cooperative Milk Marketing Federation

GCMMF is India's largest food products marketing

organization. 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
quality products which are good value for money.

CRISIL, India's leading Ratings, Research, Risk and Policy

Advisory company, has assigned its highest ratings of
"AAA/Stable/P1+" to the various bank facilities of
GCMMF.

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 Amul - Business Mode1

RAW MILK

pasteurization

Condensed
Packaged Milk Dried
Ghee Skimmed Milk
Butter Ice cream
Powder
Cream Beverages

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industry Analysis : Porter’s 5
Forces
” " SWOT Analysis
" Customer Based Marker
S egmentation
Kids Amul Kool Chocolate Milk
Nutramul Energy Drink
Amul Kool f4illk Shaake
Women
Amul Calci +

— utterly Delicious Pizza

Youth Amul Emmental Cheese
Amul Cheese Spreadsv

Amul Lite
! Calorie Conscious Sagar Skimmed Milk Powder
Amul Lite Slim and Trim h1iIk

.< . Nutramul
onsciouHe Amul Shakti Health Food
alth C s Drink

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The 3C's...
 Amul —Product Portfolio

category Market Share

Chocolate
Butter, 85%

Ghee Milk 40%

Powder 50 »

Cheese 24.75 0 /o

Ice-cream 50%

Sweets 90%

Chocolate Drink
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10% Market
Position

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Smg$le - Amul Chocolates

Sales

Introdu
Phase
Amu ilk,
Amul Fruit and

New Brands
Rejoice,
Kite Bites
Nuts about you
Su gar Free
Choco Zoo

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— What more can Amul do?
To improve further Amul can try out the following ideas:
I) Amul can venture out on new products like Toned
milk, Condensed milk that can be used for sweets, Baby food
products,

II) There are certain product like Amul

basundi, gulab jamoon, choclates etc which are not as
popular as Amul ice cream. Amul must try to understand
the cause of this through thorough market research and
work on improving these products

III) Though Amul's hoardings are a huge success, it

can penetrate even better in the rural areas by advertising
through the media viz cable channels and newspapers.
Sponsoring shows in TV, sports events can be of great help.

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Thank You !!

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