Amul Distribution Network

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AMUL – The Taste of India
Report on the Product Mix and Distribution of AMUL products. This report covers the product mix of AMUL across all categories, studies its distribution model in India and has an in depth study on the distribution channel of AMUL products in the state of Goa.

AMUL The brand name AMUL is an abbreviation for Anand Milk Union Limited. AMUL is managed by the cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). AMUL’s headquarters is in Anand, Gujarat and the GCMMF, is India's largest food product marketing organisation with annual turnover US$ 2.2 billion in 2011. Its daily milk procurement is approximately 12 million litres from 15,712 village milk cooperative societies, 15 member unions in 24 districts, and 3 million milk producer members. The aim of the GCMMF is to provide profitable returns to the farmers and also serve the interests of consumers by providing quality products which are good value for money. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. A Slice of History: In 1946, the farmers in Anand, Gujarat went on a milk strike. This strike was to stop the exploitation of farmers by middlemen. Sardar Patel, Morarji Desai and Tribhuvandas Patel helped form the cooperative - The Kaira District Co-operative Milk Producers Union Ltd. and is today better known as AMUL Dairy. Tribhuvandas Patel was appointed the founder Chairman of AMUL Diary and Dr.Verghese Kurien, the architect of White Revolution in India was made in charge for running the diary. AMUL’s Product Mix: AMUL uses umbrella branding strategy. AMUL is the common brand for most product categories produced by various unions. AMUL has 64 products and these products are spread over 14 categories. The detailed product mix is as given below:

Product Category

Product Depth Amul Butter, Amul Lite, Delicious Table Margarine Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozzarella) Cheese, Amul Emmental Cheese, Amul Gouda Cheese, Amul Malai Paneer Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat, Amul Slim & Trim, Amul Cow Milk

Bread spreads

Cheese Range

Fresh Milk

Ultra High Temperature (UHT) Processing - Milk Range

Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool Koko, Amul Kool Millk Shaake, Amul Kool Chocolate Milk, Nutramul Energy Drink Stamina Instant Energy Drink Nutramul Malted Milk Food Amul Masti Dahi, Amul Masti Spiced Butter Milk, Amul Lassee, Amul Flaavyo Yoghurt Amul Pure Ghee, Sagar Pure Ghee Amul Mithaimate Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi, Avsar Ladoos Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti) Nut-o-mania range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi) Utsav Range (Anjir, Roasted Almond) Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate) Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black

Milk Powders

Milk Drink

Health Drink Brown Beverage

Curd Products

Pure Ghee Sweetened Condensed Milk

Mithaee Range (Ethnic Sweets)


Currant) Sundae Range (Mango, Black Currant, Chocolate, Strawberry) Millennium Ice cream (Cheese with Almonds, Dates with Honey) Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi) Cool Candies (Orange, Mango) Cassatta Tricone Cones (Butterscotch, Chocolate) Megabite Almond Cone Frostik - 3 layer chocolate Bar Fundoo Range SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple) Amul Milk...
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