4. INTRODUCTION
Amul (Anand Milk UnionAmul (Anand Milk Union
Limited),Limited), formed in 1946, is aformed in 1946, is a
dairy cooperative movement indairy cooperative movement in
India.India.
It is a brand name managed byIt is a brand name managed by
an apex cooperativean apex cooperative
organisation,organisation, Gujarat Co-Gujarat Co-
operative Milk Marketingoperative Milk Marketing
Federation Ltd. (GCMMF)Federation Ltd. (GCMMF),,
which today is jointly owned bywhich today is jointly owned by
some 2.6 million milk producerssome 2.6 million milk producers
in Gujarat, India.in Gujarat, India.
5. INTRODUCTION CONTD…CONTD…
AMULAMUL is based in Anand, Gujarat and has been ais based in Anand, Gujarat and has been a
sterling example of a co-operative organization's successsterling example of a co-operative organization's success
in the long term.in the long term.
AmulAmul has spurred the White Revolution of India, whichhas spurred the White Revolution of India, which
has made India the largest producer of milk and milkhas made India the largest producer of milk and milk
products in the world.products in the world.
It is also the world's biggest vegetarian cheese brand.It is also the world's biggest vegetarian cheese brand.
Currently Amul has around 2.6 million producerCurrently Amul has around 2.6 million producer
members with milk collection average of 10.16 millionmembers with milk collection average of 10.16 million
litres per day.litres per day.
6. HHISTORYISTORY
Amul was formally registered on December 14,Amul was formally registered on December 14,
1946. The brand name1946. The brand name AmulAmul, sourced from the, sourced from the
Sanskrit word Amoolya, means priceless.Sanskrit word Amoolya, means priceless.
The Amul revolution was started as awarenessThe Amul revolution was started as awareness
among the farmers. It grew and matured into aamong the farmers. It grew and matured into a
protest movement that was channeled towardsprotest movement that was channeled towards
economic prosperity.economic prosperity.
The Kaira District Co-operative Milk Producers'The Kaira District Co-operative Milk Producers'
Union Limited (KDCMPUL) began pasteurizing milkUnion Limited (KDCMPUL) began pasteurizing milk
for the Bombay Milk Scheme in June 1948.for the Bombay Milk Scheme in June 1948.
7. HHISTORYISTORY CONTD…CONTD…
By the end of 1948, more than 400 farmersBy the end of 1948, more than 400 farmers
joined in more Village Society, and thejoined in more Village Society, and the
quantity of milk handled by one Unionquantity of milk handled by one Union
increased from 250 to 5,000 liters a day.increased from 250 to 5,000 liters a day.
The success of Amul was instrumental inThe success of Amul was instrumental in
launching the White Revolution that resultedlaunching the White Revolution that resulted
in increased milk production in India. It isin increased milk production in India. It is
officially termed as Operation Flood byofficially termed as Operation Flood by
Amul.Amul.
8. MARKET REACHMARKET REACH
Besides India, Amul has entered overseasBesides India, Amul has entered overseas
markets such as Mauritius, UAE, USA,markets such as Mauritius, UAE, USA,
Bangladesh, Australia, China, Singapore,Bangladesh, Australia, China, Singapore,
Hong Kong and a few South AfricanHong Kong and a few South African
countries.countries.
Other potential markets being consideredOther potential markets being considered
include Sri Lanka.include Sri Lanka.
12. AWARDSAWARDS
GCMMFGCMMF bagsbags APEDA AWARDAPEDA AWARD for 11th yearfor 11th year
in a row.in a row.
Amul Pro-Biotic Ice-cream GetsAmul Pro-Biotic Ice-cream Gets No. 1 AwardNo. 1 Award
At World Dairy Summit.At World Dairy Summit.
Ramkrishna BajajRamkrishna Bajaj National Quality Award-National Quality Award-
2003.2003.
Amul - The Taste Of India (Gcmmf)ReceivesAmul - The Taste Of India (Gcmmf)Receives
International CioInternational Cio 100 Award For100 Award For
Resourcefulness.Resourcefulness.
Rajiv GandhiRajiv Gandhi National Quality Award -National Quality Award -
1999.1999.
13. PROMOTION OFPROMOTION OF
PRODUCTSPRODUCTS
MASCOTMASCOT - Since 1967 Amul products'- Since 1967 Amul products'
mascot has been the very recognisablemascot has been the very recognisable
"Amul baby" with tagline Utterly Butterly"Amul baby" with tagline Utterly Butterly
Delicious Amul.Delicious Amul.
ADVERTISINGADVERTISING - The Amul ads are one of the- The Amul ads are one of the
longest running ads based on a theme, nowlongest running ads based on a theme, now
vying for the Guinness records for being thevying for the Guinness records for being the
longest running ad campaign ever.longest running ad campaign ever.
Currently Amul is in the Guinness Book OfCurrently Amul is in the Guinness Book Of
World RecordsWorld Records
14. PROMOTION OFPROMOTION OF
PRODUCTSPRODUCTS
Amul has recently entered into directAmul has recently entered into direct
retailing throughretailing through "Amul Utterly Delicious""Amul Utterly Delicious"
parlours created in major citiesparlours created in major cities
Ahmedabad, Bangalore, Baroda, Delhi,Ahmedabad, Bangalore, Baroda, Delhi,
Mumbai, Hyderabad and Surat.Mumbai, Hyderabad and Surat.
Amul has plans to create a large chain ofAmul has plans to create a large chain of
such outlets to be managed by franchiseessuch outlets to be managed by franchisees
throughout the country.throughout the country.
