|

Company Snapshot: Amul

  • Jun 16th, 2017
Amul

About the Company - The country's largest dairy cooperative, and for that matter the largest player in India's food business, Gujarat Cooperative Milk Marketing Federation (GCMMF), managed  the popular brand of dairy products, AMUL (Anand Milk Union Limited). GCMMF ranks among the top 13 dairy companies in the world in terms of milk processing as per International Farm Comparison Network (IFCN).  Amul is the only Dairy firm from India which is  present  on Global Dairy Trade (GDT) platform where only the top six dairy players of the world sell their products. Not only for its product, Amul is also famous for its advertisements which shows a Mascot of Amul girl with creative messages covering the recent events. It also earned a Guinness world record for the longest running ad campaign in the world.

Tagline of Amul - The taste of India

Operations:

  • Amul is present in over 50 countries
  • Sales Offices - 56
  • Dealer network - 10000
  • Retailers - 10 lakh

Key Leadership:

  • Chairman of AMUL - Jethabhai P Patel
  • Managing Director  -  R S Sodhi   

Product portfolio: 

Amul Milk Bread Spread  UHT Milk Beverage Range Amul PRO
Ice Cream Paneer Dahi Ghee Milk Powders
Mithai Range Mithai Mate Chocolates Lactose Free Milk Fresh Cream
Amul Sour Cream Pouch Butter Milk Amul Cattle Feed    

History:

  • 1946 - A freedom movement against the exploitation of milk producer by middlemen and traders in Kaira village gave birth to  setting up of the cooperative to collect and process milk called Kaira District Cooperative Milk Producers’ Union Limited, Anand.
  • 1948 - From 1946, when just a handful of farmers in two village co-operative societies producing about 250 liters a day, increased to 432 farmers had joined village societies, producing  5000 liters a day in 1948
  • 1954 - President of India the late Dr. Rajendra Prasad laid the foundation stone of set up a plant to process the extra milk into products like butter and milk powder which get ready and on October 31st, 1955,the late PM Pandit Jawaharlal Nehru declared it open and Kaira Union introduced the brand “Amul” for marketing its product range
  • 1965 - The National Dairy Development Board (NDDB) was established at Anand to  replicating Amul model throughout the country.
  • 1969-70 -  National Dairy Development Board (NDDB) came out with the dairy development programme for India popularly known as “Operation Flood” or “White Revolution”, the largest dairy development programme ever drawn in the world.

Type of Organisation : Cooperative

Headquarters: Anand, Gujarat

Number of Employees:  750 Employees of Marketing Arm & 3.6m Milk Producer members.

GCMMF - An Overview

Year of Establishment

1973

Members

18 District Cooperative Milk Producers' Unions

No. of Producer Members

3.6 Million

No. of Village Societies

18,700

Total Milk handling capacity per day

30 Million litres per day

Milk Collection (Total - 2016-17)

6.57 billion litres

Milk collection (Daily Average 2016-17)

18.0 million litres

Cattle Feed manufacturing Capacity

7800 Mts. per day

Sales Turnover -(2016-17)

Rs. 27085 Crores (US $ 4.1 Billion)

Last 5 Fiscal Year Sales Turnover:

Sales Turnover

Rs (Million)

US $( in Million)

2012-13

137350

2540

2013-14

181434

3024

2014-15

207330

3410

2015-16

229720

3500

2016-17

270850

4100

Advertisement: The Amul girl created by “ Mr Eustace fernandes” is the advertising mascot used by the company to promote the brand. The brand has been  using the cartoon figure in its longest running ad campaign, with its content on recent events. The Amul girl advertising campaign is often described as one of the best Indian advertising concepts.

Competitors:  

  • Britannia Industries
  • Nestle Ltd
  • Mother Dairy
  • Local dairies which are the major players in dairy product in particular states or regions. Ex. AAVIN, Dynamix Dairy, Kwality Limited, MILMA etc.

Awards:

  • Amul has been awarded the Guinness World Record for the longest running advertising campaign.
  • GCMMF (Amul) won the 12th BML Munjal Award - 2017 for “Business Excellence through Learning and Development”
  • Sh R S Sodhi, MD-GCMMF received the award for Amul as an Iconic Brand at the Economic Times Iconic Brands of India Awards function held on 24th March, 2017 at Mumbai.
  • Gujarat Cooperative Milk Marketing Federation Ltd. received Forbes India Leadership Awards 2015 in the category of "Conscious Capitalist for the Year"
  • AMUL received the Agriculture Leadership Award - Development Leadership Award 2015 - for the organisation’s vibrant role in serving the agrifood sector with innovative products and services and thus empowering the farmers.
  • GCMMF (Amul) won the World Dairy Innovation Awards-2014 of Best Marketing Campaign for its “Eat Milk with Every Meal” campaign.
  • In 1999, Amul was awarded the “Best of All” Rajiv Gandhi National Quality Award“ for maintaining the utmost level of quality in its plants.

News:


You may also like the following articles: