Amul Story

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Amul - Wikipedia, the free encyclopedia

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From Wikipedia, the free encyclopedia

Amul ("priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," (meaning Precious) was suggested by a quality control expert in Anand.)[1], formed in 1946, is a dairy cooperative in India. It is a brand name managed by an apex cooperative organisation, Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk producers in Gujarat, India[2]. AMUL is based in Anand, Gujarat and has been an example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing economy[citation needed]. "Anyone who has seen … the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere."[3] The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world[citation needed]. It is also the world's biggest vegetarian cheese brand [4].

Type Industry Founded Cooperative Dairy 1946

Headquarters Anand, India Key people Chairman, Kaira District Cooperative Milk Producers' Union Limited. (KDCMPUL) See complete products listing. INR (Indian Rupee) 67.11 billion, $1.33 billion USD (in 2008-09) 735 employees of Marketing Arm. However, real pool consist of 2.8 million milk producers Website (

Products Revenue


Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an The Amul Plant at Anand featuring the Milk Silos annual turnover of US $1050 million (2006–07) [5]. Currently Unions making up GCMMF have 2.8 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but now it has fresh plans entering the Japanese markets [6]. Other potential markets being considered include Sri Lanka. Dr Verghese Kurien, former chairman of the GCMMF, is recognised 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.


Amul - Wikipedia, the free encyclopedia

Page 2 of 10

■ 1 GCMMF Today ■ 2 Company info ■ 3 The Birth of Amul and development of India’s Dairy Cooperative Movement ■ 4 The Three-tier "Amul Model" ■ 5 Impact of the "Amul Model" ■ 6 Achievements of the "Amul Movement" ■ 7 Achievements of GCMMF ■ 7.1 Amul Brand Building ■ ■ ■ ■ ■ ■ ■ 8 Products 9 Mascot 10 Advertising 11 Rivals 12 In popular culture 13 References 14 External links

500 gram pack of Amul Cheese

100 gram pack of Amul Butter GCMMF is India's largest food products marketing [citation needed] organisation. . 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 affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time – primarily due to the price differential and the brand name. It also entered the pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players...
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