amul in rural india
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The Kaira District Co- operative Milk Producers Union Limited, popularly known as Amul Dairy is a US $ 500 million turnover institution It is a institution built up with a network of over 10000 Village Co-operative Societies and 500,000 plus members Managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk
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Transcript of amul in rural india
The Kaira District Co-operative Milk Producers Union Limited, popularly known as Amul Dairy is a US $ 500 million turnover institutionIt is a institution built up with a network of over 10000 Village Co-operative Societies and 500,000 plus members
Managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India
• Amul is the largest food brand in India with an annual turnover of US $1068 million (2007-08) •Currently Amul has 3.11 million producer members with milk collection average of 6.04 million litres/day. •Amul is the largest producer of milk and milk products in the world.
Sales Turnover US $ (million)
1994-95 355
1995-96 400
1996-97 450
1997-98 455
1998-99 493
1999-00 493
2000-01 500
2001-02 500
2002-03 575
2003-04 616
2004-05 672
2005-06 850
Amul
2007-08 1068
Amul’s products range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others.
Product Range Brand Name
Liquid Milk (nine varieties)Milk Powders (five varieties)ButterGhee (two varieties)Bread SpreadCheese (three varieties)Cocoa Products (two varieties)Sweets (three varieties)Ice Cream (several varieties)Condensed MilkEdible Oil (nine varieties)Mineral WaterFruit Drinks
Panel E: Number of BrandsLiquid Milk: AMUL, SAGARMilk Powders: Amulspray,AMUL, SAGAR, Amulspree,AmulyaCocoa Products: AMUL,NutramulEdible Oils: Dhara, LokdharaMineral Water: Jal DharaFruit Drinks: Safal
Collection ChainSupply Chain
Weighing the milk
Determination of fat content
Calculation of the purchase price
Storing the milk
Processing the milk
Distributing the milk
Amul Strategy
•AMUL introduced an electronic automatic milk collection system in 691 milk collection centres,
•The system weighs the milk and measures its fat content at the time of delivery to the centre.
•This system reduced time required for collecting the milk.
•It enabled immediate payments to the farmer
AMUL WORKING TO COLLECT MILK
electronic weighing scale
MILK-O-TESTER
The CYCLE
MILKMAN
COW
DAIRY
DCS
Farmers
VillageCooperativeSocieties (withChilling Units)
VillageCooperativeSocieties(without ChillingUnits)
LocalRestaurants/Other Milk relatedbusinesses
Milk Sold toVillage &Local Residents
Milk ProcessingUnion &Warehouses
Warehouses
Wholesalers/C&S
Retailers Home DeliveryContractors
CONSUMERS
NetworkServices* VeterinaryServices* AnimalHusbandry* AnimalFeed Factory* Milk CanProducers* AgricultureUniversity* Rural MgmtInstitute* TruckingFacilities
Chilling Plants
CONSUMERS
AMUL SUPPLY CHAIN
.
Members: 2 district milk producing units Number of Producer Members: 2.5 millionNumber of Village Societies: 11,962Total Milk Handling Capacity: 9.91 million litres per dayTotal Milk Collection: 2.28 billion litresDaily Average Milk Collection 6.3 million litresMilk Drying Capacity: 511 metric tons per dayCattle feed Manufacturing Capacity 2340 metric tons per daySales Turnover: US $868 million
AMUL INFRASTRUCTURE IN RURAL INDIA
Amul Marketing in Rural Sector in India
Road ShowsRoad Shows
Advertisements on Aakashwani
Advertisements on Aakashwani
Hoardings Posters
AMUL INICIATIVE IN DEVELOPING RURAL RETAILING
Insurance against natural calamities
Establish telecenters and enhance technology in villages
To charge for each service provided to the supplier
To purchase all milk that member farmers produced
To sell liquid milk at affordable prices so as to serve a large number of consumers
To develop and deliver services that will improve lives of people in the network
To hire professional managers, to run the federation and unions, whose valuesincluded upliftment of rural poor.
CONCEPT Behind Rural Retailing
•Inspiring Leadership and Consuming Values• Building Networks• Coordination for Competitiveness• Technology for Effectiveness
The Management Paradigm: “Anand Pattern”
Physique : Taste, Quality
Personality :Simple, Indian
Self-Image :Proud Indian, Fun loving
Reflection :Value Oriented
Culture :Co-operative, Sharing
Relationship :Sociable
WHY AMUL IS ?
