amul in today’s brand strategies, the word ‘anticipation’ becomes more important than...

7/29/2019 Amul In todays brand strategies, the word anticipation becomes more important than prediction. We no longer havethe luxury of being reactive, we need to

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GCMMF

Gujarat Cooperative Milk Marketing Federation LtdGujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation withannual turnover (2012-13) US$ 2.54 billion. Its daily milk procurement is approx 13 million lit per day from 16914 villagemilk cooperative societies, 17 member unions covering 24 districts, and 3.18 million milk producer members.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerativereturns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its

success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organisationof'Amul' and 'Sagar' branded products. It operates through 48 Sales Offices and has a dealer network of 5000 dealers and 10 lakhretailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, buttercheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of our products areavailable in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award fromGovernment of India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded"Golden Trophy" for its outstanding export performance and contribution in dairy products sector by APEDA.

For its consistent adherence to quality, customer focus and dependability, GCMMF has received numerous awards and accolades ovethe years. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's MostRespected Company Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National QualityAward - 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only

Indian organisation to win topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007.

The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmersIt has given farmers the courage to dream. To hope. To live.

GCMMF - An Overview

Year of Establishment 1973

Members17 District Cooperative Milk Producers' Unions (16 Members & 1 NominalMembers)

No. of Producer Members 3.18 Million

No. of Village Societies 16,914

Total Milk handling capacity per day 16.8 Million litres per day

Milk Collection (Total - 2012-13) 4.66 billion litres

Milk collection (Daily Average 2012-13)

12.7 million litres

Cattlefeed manufacturing Capacity 5890 Mts. per day

Sales Turnover -(2012-13) Rs. 13735 Crores (US $ 2.54 Billion)

Head Office:Gujarat Cooperative Milk Marketing Federation Ltd.

Amul Dairy Road,P B No.10, Anand - 388 001,Gujarat, India.


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The Birth of Amul

It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by middlemen Inspired by the freedom movement

The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat inwestern India. The exploitative trade practices followed by the local trade cartel triggered off the cooperativemovement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approachedthe great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and formtheir own co-operative, which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspirationof Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their owncooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. Amul grew from strength tostrength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committedprofessionalism of Dr Verghese Kurien,who was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should become the basis of aNational Dairy Development policy. He understood that the success of Amul could be attributed to four important

factors. The farmers owned the dairy, their elected representatives managed the village societies and the districtunion, they employed professionals to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic objective of replicating theAmul model. Dr. Kurien was chosen to head the institution as its Chairman and asked to replicate this modelthroughout the country.

The Amul ModelThe Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federatedunder a milk union at the district level and a federation of member unions at the state level.

Establishment of a direct linkage between milk producers and consumers by

eliminating middlemen

Milk Producers (farmers) control procurement, processing and marketing

Professional management


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The Amul model has helped India to emerge as the largest milk producer in the world. More than 15 million milk producers pour theimilk in 1,44,246 dairy cooperative societies across the country. Their milk is processed in 177 District Co-operative Unions andmarketed by 22 State Marketing Federations, ensuring a better life for millions.

CHARMAN SPEAK

39th

Annual General Body Meeting held on 25th

June, 2013

Madam and Gentlemen,

While Dr. Verghese Kurien had officially passed on the mantle of Amul cooperative movement to the next generation of leadersseven years ago, his benign presence in Anand till last year was a great source of comfort, guidance, courage and inspiration to all ous. Since 9th September 2012, when the Milkman of India, took the milky way to heaven, his ideals and values continue to guide usWith renewed zeal we commit ourselves to the betterment of Indian farmers and betterment of the most vulnerable sections ofIndian society - causes towards which Dr. Kurien devoted his entire life. We will ensure that the world-class institutions that he hadbuilt, continue to progress with the same passion and commitment, with same values of integrity, efficiency and honesty which Dr.Kurien had championed throughout his life.

The sheer enormity of his monumental achievements is truly amazing. He is one of the few nation-builders who contributedimmensely towards shaping the future of post-independence India. His remarkable life and achievements are an embodiment of his

faith in the ability of the common man to exercise control over his destiny. This faith helped him to create world-class Institutionsthat become shining examples of excellence. He often stated that to him, 'commitment towards farmer's cooperatives' was like areligion and he remained true to this faith, till his last day. Father of 'White Revolution' in India; doyen of dairy cooperativemovement; institution-builder par excellence who ushered in a socio-economic revolution in rural India, Dr. Verghese Kurien hasbeen instrumental in transforming the lives of 15 million farmer families across the country. As the chief architect of 'OperationFlood', he was able to leverage an initial investment of Rs. 1300 crores into regular annual income of Rs. 2,00,000 crores for farmersof India.

Almost one year ago, on 13th June 2012, Dr. Kurien had completed 63 years in Anand - a town which he transformed into the milkcapital of India. His courage and conviction engulfed the entire nation, galvanizing our farmers into breaking the shackles ofoppression and making India, the largest milk producing nation in the world. Dr. Kurien understood that true development is thedevelopment of women and men. In fact, this philosophy guided him throughout his life. He believed in placing the tools ofdevelopment in the hands of farmers themselves, enabling them to decide what they want and to create what they need.


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Our entire value-added milk beverages range registered quantum value growth of 27%. Innovation has always been an integral partof our culture and in line with this approach; we have recently introduced our milk-based beverages in highly convenient PET bottlesfor on-the-move consumption and also in attractive slim cans. These launches will leap us in our endeavor to redesign the imagery omilk from plain white commodity to a wide range of trendy beverages

As pioneers and innovators in nation-wide marketing of Amul Paneer, we ensure that we reach our consumers through all thedistribution highways that we operate. We were successful in achieving 27% value growth in this product category during 2012-13In Ghee category, we achieved spectacular value growth of 31% and our efforts to reposition Amul Ghee on health platform struck achord with consumers and resulted in rich dividends in form of enhanced consumer preference. Our flagship brand, Amul Butterremains an eternal favorite of Indian consumers and continues to grow at a handsome pace, year after year. In 2012-13, we

achieved 18% value growth in Amul Butter. Amul Cheese range retained its dominant share of Indian cheese market with impressiveand consistent value growth on 19%. In our constant endeavor to offer enhanced value to consumers, we introduced Amul ProcessedCheese portions with world-class packaging and highly convenient consumer-friendly features.

Amul Mithai Mate, sweetened condensed milk in consumer packs registered impressive 27% value growth. Amul Masti Dahcontinued to show consistent growth year after year, with 17.6% growth in 2012-13. Amulya dairy whitener in consumer packsshowed consistent performance, registering 13.6% value growth

Amul Ice Cream has created one more milestone with growth of 21% over last year. We have once again consolidated our positionas No. 1 Ice cream brand in India leaving the nearest competitor far behind. Amul pouch milk is now available in top 30 cities ofIndia, spread across 10 different states. In 2012-13, we launched Amul fresh products including pouch milk, dahi and buttermilk intwo new markets - Dehradun and Varanasi. With launch in these new markets, Amul pouch milk registered value growth on 16.4%.RETAILINGRetailing continues to be an important strategic thrust area for our Federation. GCMMF has developed a very robust Retailing Mode

which has not only helped our organization to keep pace with continuously evolving consumer preferences but has also become asignificant revenue generator. Our retailing initiative helps to enhance our brand visibility at ground level and also brings our brandphysically closer to consumers. Our Amul Parlors not only help to showcase our entire range of products, but also serve as launch-pad for new products

During the year, Our Amul Parlor network expanded at a rate of 3 stores every day taking the total tally of our exclusive stores to7000. While most of our store addition was in the Amul Preferred Outlet format, we have also made significant strides in our Ice-cream Scooping Parlour format wherein we added 276 stores taking the total tally to 800. Thus, we could continue our marketleadership and dominance in the Sit-in Ice-cream parlor category. Our objective is to take our exclusive store count to 10,000 in anext couple of years.EXPORTI am happy to inform you that our sales turnover in exports of milk products registered an impressive growth of 45% and touched anall time high of Rs 140 Crores, this year. In the current situation, international trade in dairy products is important to India becauseof the high milk production in our country. Milk production in India is growing at a faster pace than the world average (3.7% growth

in India against 2.3% world average).

With rise in global SMP prices and our ability to maintain our prices due to surplus milk production in the domestic market, theinternational market looks very attractive in the current situation. We have also focussed our efforts on export of consumer productsand aim to generate high equity for brand Amul in major export markets.DISTRIBUTION NETWORK

GCMMF has a very unique model of distributing its ambient, chilled, frozen and fresh products range through four distributionhighways. This unique feature of managing distribution through four highways keeps us ahead of competition in servicing themarket.

With the objective of managing the inbuilt complexity of four distribution highways in the same markets we need to be located asclose to the market as we possibly can. Working on the same lines we have opened new branches at Jabalpur and Srinagar, thisyear. With opening of these branches we expect to improve service levels in and around these markets. With quantum increase inmilk procurement and consequent increase in production of various products, we will focus on rapidly expanding our distribution

network during the next two years. In fact, expansion will be our mantra in 2013-14 and we will be opening several new branchoffices and stock-points

To tap emerging demand from small towns and interior markets, we had adopted Hub N Spoke model of distribution, wherein we hadappointed Super-distributors who service smaller markets through their network of Sub-distributors. This model has started yieldingresults for us with approximately 7% of our turnover coming from such markets through this model. We currently have 225 Superdistributors across the country reaching to almost 3500 smaller towns.CO-OPERATIVE DEVELOPMENT PROGRAMME

GCMMF family has added one more milk union namely Kutch District Cooperative Milk Producers' Union Limited as ordinary memberNow there are 16 ordinary members of GCMMF

During the year we have continued to support milk producers of Junagadh to organize their cooperative societies at village level. MilkProducers of Junagadh Milk Union have organized 348 Village Dairy Cooperative Societies. GCMMF family continued technical andmarketing support to milk producers of Saurashtra and Kutch to organize farmers in cooperatives and increase milk procurement


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During the last thirteen years, our Member Unions have been implementing Internal Consultant Development (ICD) intervention fordeveloping self leadership among member producers and thereby enabling them to manage their dairy business efficiently, leadingto their overall development

During the year, Member Unions continued to implement the module on Vision Mission Strategy (VMS) for primary milk producermembers & Village Dairy Cooperatives. Specially trained consultants facilitated around 1661 Village Dairy Cooperative Societies(VDCS) in conducting their Vision Mission Strategy Workshops, preparing their Mission Statements & Business Plans for next fiveyears. Till date, 8037 VDCS have prepared their mission statement and Business plan under the initiative.

To take VMS to next level and extend thrust area implementation up to milk producers level, our Member Unions have initiatedProgressive Milk Producer's VMS (PMP-VMS). Under the programme, progressive entrepreneur milk producers will be identified andtrained on scientific Animal Husbandry (AH) practices and commercial dairy farming. MUs consultant would facilitate milk producersto identify gap between their existing & desired AH practices and would assist progressive milk producers to fulfill the gap.

In order to strengthen knowledge and skill base of young girls and women of the villages about milk production management, ourFederation with technical collaboration and resources of Anand Agriculture University, has initiated "Mahila Pashupalan TalimKaryakram" for women resource persons of the member unions and during the year, 498 women resource person have been trainedunder this programme.Clean Milk Production

Under our quality assurance programme for consumers, GCMMF has supported member unions in strengthening Infrastructure forQuality and Clean Milk Production by implementing various Government of India, Government of Gujarat and NCDC programmesThanks to 24-hours power availability in Gujarat villages, member unions have already installed 3789 Bulk Milk Coolers and alsoimplemented CMP training programme in these villages.

With a view to make quality milk available, some of our Unions have also set up dairy plants outside Gujarat. Mehsana Union hasestablished two dairy plants; Manesar with capacity of 10 Lakhs litres of milk per day and Dharuheda with capacity of 30 lakh litresof milk per day. Similarly, Kaira Union has set up a new state-of-the-art dairy plant on the outskirts of Mumbai. This modern planthas fully automatic systems.Fertility Improvement Programme

Considering our long term vision to reduce number of infertile animals; our Board decided to implement Strategic ProductivityEnhancement Programme (PEP) & Fertility Improvement Programme (FIP).To implement FIP, milk unions have deployed 52 FIP teams of veterinary consultants and during the year they have worked in 1197villages. During the period 2007-2012, they have implemented FIP in 4868 VDCS and registered 3.5 lakhs non-productive cow andbuffaloes under FIP and out of this, 2.64 lakhs milch animals have been made productive. FIP is being monitored through adedicated system on www.amul.org.in.STRATEGIC PRODUCTIVITY ENHANCEMENT PROGRAMME

Our Board has identified the gaps which are hindering the efforts in improving milk productivity and therefore they have envisionedintegrated intervention to achieve objective of higher production and productivity. They have given directions for implementation of

integrated Fertility Improvement and Productivity Enhancement Programme at mass scale covering entire lifecycle of milch animalPure Breeding, Total Mixed Ration, and Calf Rearing programme has been designed to cover Breeding, Feeding and Managementaspect of milch animals to increase overall productivity of milch animals.

Pure breeding has been implemented by our MUs to develop genetically superior animals with high milk productivity. Calf Rearingprogramme has been implemented by our MUs to create good replacement stock and to inculcate scientific Calf Rearing practicesamong milk producer members. It has been observed that there are wide fluctuation in feed and fodder prices and its availabilitythroughout the year. To overcome the milk producers' difficulties, our MUs, with objectives of providing scientifically developedbalanced mixed ration to animals, have initiated implementation of Total Mixed Ration programme.Sustainable Ecological Development - 'Green Amul Green India' Campaign

Milk Producer members of Gujarat have been celebrating the nation's Independence Day in a novel manner by planting millions ofsaplings across Gujarat state of India. During last six years, our members have planted more than 370 lakh trees and demonstratedtheir commitment towards preserving and contributing to improvement of the environment. For the tree plantation activity we havereceived six consecutive Good Green Governance award from Srishti during 2007 to 2012. We wish to replicate this campaign in al

villages of India, from where we procure milk.INFORMATION TECHNOLOGY INTEGRATIONWe are glad to inform you that your Federation has moved a step further in integrating our SAP ERP System with www.amulwd.comsite through which our Wholesale Distributors (WDs) can book their order "Online" and also view their Ledger Balance on real-timebasis.

Your Federation has developed SMS facility for sending SMS to various groups viz. Our sales team, our distributors and Amul parloufranchisees with regard to various promotional initiatives, New Product Launches and advertising campaigns. Your Federation hasalso developed Mobile Application to automate Order Booking by pouch milk distributors. This will help our Milk distributors to collecand send the order directly from the market.A GOLDEN PERIOD..

Leveraging on the strong foundation built by Dr. Kurien, your Federation is currently the largest food manufacturing and marketingorganization in India. The responsibility is now on the current and future leaders as well as professionals to take the Amulcooperative movement forward, while continuing to adhere to values of selfless leadership, professional excellence and commitmen


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to farmers that were so dear to Dr. Kurien

I strongly believe that if this organization remains true to the values of integrity, efficiency, excellence and passion for theunderprivileged which Dr. Kurien championed throughout his life, then one day we definitely will fulfill our destiny of emerging as thelargest dairy organization in the entire worldAt the moment, we are definitely going through a golden period, wherein on one hand, our milk procurement has witnessed quantumincrease of 20%, and on the other hand, demand for high quality milk and dairy products from reputed brands is also rising sharplySince milk procurement price has increased by 68% in last four years, farmers have been motivated to invest in enhancing milkproduction. Our efforts aimed at productivity enhancement measures have also been fruitful

With rising income levels, we are witnessing increase in per-capita calorie consumption and also growing diversity in diets in Indianpopulation. As income level grows, consumption of fat and protein is definitely increasing in our country. With rapid economicgrowth, our diet is also converging towards higher share of animal source foods. Due to this reason, there is high growth in demandfor dairy products. Apart from total consumption, even per-capita consumption of milk and milk products is growing in India. Foodstill accounts for highest share of monthly household expenditure in India at 31%. Within food, Milk and Dairy products account forthe highest share of expenditure (after cereals) for an average Indian household

In order to take full advantage of this situation of plenty, we have planned rapid expansion across our entire value-chain. OurMember Unions are already in the expansion mode, enhancing their respective processing & manufacturing capacities.

Simultaneously, we are also expanding our distribution network to ensure that our products reach our loyal consumers in theremotest corners of the country. During the current year, we expect to add another seven branch offices, thereby expanding ourbranch network to 56. With the additional of 306 distributors, 65 super-stockists and 900 sub-stockists during the year, we haveexpanded our distribution reach to 1200 new markets in the last 12 months. In 2013-14, we plan to add another 400 distributors, 25

super-stockists and 300 sub-stockists, expanding our footprint to 700 new geographical markets. As part of supply-chain expansionwe are also enhancing our transportation and warehousing infrastructure, wherever required.

We will surely fulfil our destiny of becoming the largest dairy organization in the entire world and centre of gravity for global dairyindustry, if our leaders and professionals continue to adhere to the values of integrity, selflessness, excellence, courage and passionfor economic betterment of underprivileged which Dr. Verghese Kurien championed throughout his life. We are conscious of theenormous responsibility on our shoulders and the immense faith that our 32 lakh farmer-members have in us. We will also plan toformulate welfare programmes for our farmer-members and their families. Last year, the entire Saurashtra-Kutch regions had facedsevere drought. To alleviate their problems and with a view to prevent migration of cattle, we had given subsidized cattle feed.

ACKNOWLEDGEMENTSIBefore closing, I would like to thank all those who have helped to make our Federation's operations successful.

We are grateful to the Government of India for immense support received from various departments and specifically from the

Department of Animal Husbandry and Dairy Development. We convey our special thanks to NCDC for providing valuable support toour village co operative dairy societies. We are also thankful to the Government of Gujarat for all the help and cooperation, extendedto our organization

National Cooperative Dairy Federation of India had been providing us with invaluable support in coordination with other agencies andorganizations. National Dairy Development Board had played a role in our growth and development. We are very grateful to them.

Institute of Rural Management, Anand, as always, has contributed to the perspective building and professionalization of themanagement of cooperative sector. We express deep gratitude for its support

We are indebted to Vidya Dairy for having organized training programs on dairy technology for our employees. We are also gratefuto SMC College of Dairy Science, Anand, for strengthening the dairy cooperative sector, by providing technically skilled manpowerWe express our sincere thanks to the College of Veterinary Science and Animal Husbandry, Anand

Our advertising agencies, bankers, insurers, management consultants, suppliers and transport contractors have been of great help tous in managing our growth and are our partners in success. We acknowledge their contributions and commit ourselves to continueand strengthen this fruitful alliance in all times to come.

The Indian Railways has played a crucial role in the growth of our dairy cooperatives since inception. We thank them for theircontinuous supportWe depend on the efficiency of our WC&F agents, distributors, retailers and most important of all, the patronage of our consumers,who have come to regard our brands as synonymous with quality and value. While thanking them for their support, we assure themthat we shall strive endlessly to delight themOur Member Unions are our strength. We thank them for their guidance, support and cooperation without which we would not existThank youFor and on behalf of the Board of DirectorsVipulbhai M. ChaudharyChairman


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Importand AwardsGCMMF wins the SAP Award for Customer Excellence (SAPACE) 2013 under the category of "Best Run Award in

Finance"

SAP has been conducting SAP Awards for Customer Excellence (ACE) for the last 5 years to highlight pioneering use of its softwaresolutions among Indian customers. It recognizes Indian businesses demonstrating innovative use of technology for outstandingbusiness transformation. The nominations highlight rich participation from companies of all sizes - with revenues ranging from lessthan Rs. 20 Crores to some of the largest companies in the Indian Sub continent

This year the Award ceremony was held in conjunction with eGov, Asia's first magazine on e-Governance. An eminent panel of jury

has done the impartial screening and evaluation process, and the winners have been announced at a special event in Delhi on March8th, 2013. GCMMF has been selected as one of the Winners of SAPACE Awards under the Category of"Best Run Award in Finance".

Exports
http://www.amul.com/files/pdf/SAP-Ace-Award.pdfhttp://www.amul.com/files/pdf/SAP-Ace-Award.pdf


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BRANDS Amul Milk

Amul Gold

Amul Taaza

Bread SpreadsAmul Butter

Amul Lite

Delicious Table margarine Cheese

Amul Processed Cheese

Amul Emmental cheeseAmul Gouda Cheese

UHT MilkAmul Gold Mild

Amul Taaza

Amul Calci

Beverage RangeAmul Kool Flavoured Milk

Amul Kool CafAmul Kool Koko

Amul PROAmul Pro

Ice CreamAmul Ice CreamsAmul Flaavyo Frozen Yoghurt

PaneerAmul Malai Paneer

Amul Fresh Paneer

Dahi

Amul Masala DahiAmul Probiotic Dahi

Amul Flaavyo

GheeAmul Ghee

Sagar Ghee

Milk PowdersAmul Spray

Amulya

NutramulNutramul

Mithai RangeAmul Shirikhand

Amul Gulab jamoon

Mithai MateAmul Mithai Mate

ChocolatesFundoo

Fresh CreamAmul Fresh Cream
http://www.amul.com/products/milk.phphttp://www.amul.com/products/milk.phphttp://www.amul.com/products/butter.phphttp://www.amul.com/products/butter.phphttp://www.amul.com/products/cheese.phphttp://www.amul.com/products/cheese.phphttp://www.amul.com/products/uhtmilk.phphttp://www.amul.com/products/uhtmilk.phphttp://www.amul.com/products/beverage-range.phphttp://www.amul.com/products/beverage-range.phphttp://www.amul.com/products/amul-pro.phphttp://www.amul.com/products/amul-pro.phphttp://www.amul.com/products/icecream.phphttp://www.amul.com/products/icecream.phphttp://www.amul.com/products/paneer.phphttp://www.amul.com/products/paneer.phphttp://www.amul.com/products/dahi.phphttp://www.amul.com/products/dahi.phphttp://www.amul.com/products/ghee.phphttp://www.amul.com/products/ghee.phphttp://www.amul.com/products/milk-powder.phphttp://www.amul.com/products/milk-powder.phphttp://www.amul.com/products/nutramul.phphttp://www.amul.com/products/nutramul.phphttp://www.amul.com/products/mithai-range.phphttp://www.amul.com/products/mithai-range.phphttp://www.amul.com/products/mithai-mate.phphttp://www.amul.com/products/mithai-mate.phphttp://www.amul.com/products/chocolate.phphttp://www.amul.com/products/chocolate.phphttp://www.amul.com/products/freshcream.phphttp://www.amul.com/products/freshcream.phphttp://www.amul.com/products/freshcream.phphttp://www.amul.com/products/chocolate.phphttp://www.amul.com/products/mithai-mate.phphttp://www.amul.com/products/mithai-range.phphttp://www.amul.com/products/nutramul.phphttp://www.amul.com/products/milk-powder.phphttp://www.amul.com/products/ghee.phphttp://www.amul.com/products/dahi.phphttp://www.amul.com/products/paneer.phphttp://www.amul.com/products/icecream.phphttp://www.amul.com/products/amul-pro.phphttp://www.amul.com/products/beverage-range.phphttp://www.amul.com/products/uhtmilk.phphttp://www.amul.com/products/cheese.phphttp://www.amul.com/products/butter.phphttp://www.amul.com/products/milk.php


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Amul Preferred Outlets

Amul has justified its undisputed leadership in foods business by creating 6000 Amul preferred outlets in a record time whichexclusively sell wide range of Amul products. This has been possible due to strong brand equity and immense consumer support. We

are now having ambitious plans of creating 10,000 Amul parlours by 2012.

Amul Parlours are successfully operating in more than 1400 towns at high streets, residential areas, Railway Stations, Bus Stations,

Educational Institutions and a whole lot of Centres of Excellence.

Here is a list of the few of the Amul parlours operating across the various parts of the country

1. Indian Institute of Management, Ahmedabad2. New Delhi Railway Station PF6/7 & PF10/113. National Institute of Design4. Infosys Technologies in Bangalore, Mysore & Pune5. Wipro, Bangalore6. Indian Institute of Management, Kolkata7. Ahmedabad Airport8. Koyambedu Bus Station, Tamilnadu9. Savitha Dental College, Chennai10. IIT, Guwahati

"Amul Preferred Outlets (APOs) are an excellent business opportunity for budding entrepreneurs.

For online applicatoin please click here.

You may also send us an email at [email protected] or write to us at :

Retail Cell

Gujarat Co-operative Milk Marketing Federation Ltd.

Amul Dairy Road, Anand- 388001

Ph: (02692) 258506,7,8&9

To have a better idea please go through the following:

1. The criteria for selection of APOs would be a. Visibility - How prominent is the location of your shop?b. Shop area: 100 - 300 sq. ft.c. Good Business potentiald. Exclusive Amul outlet - no other products are to be sold
http://www.amul.in/award/lists/parlour/index.phpmailto:[email protected]:[email protected]://www.amul.in/award/lists/parlour/index.php


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2. Renovation Work of the Shop to give it a standard look - would be done to meet the design and specificationsat your cost. The cost of renovation of a typical shop would normally be between Rs. 60,000 to Rs. 1 lac.

3. Branding- The cost of the signages fabrication and installation would be borne by GCMMF Ltd.4. Equipment- You would require the following equipment:

a. 1or 2 deep freezers (Can be purchased through Hamara Apna Deep Freezer Scheme )b. 1 Refrigerator through Hamara Apna Refrigerator Schemec. 1 pizza ovend. 1 Chest Milk Cooler for Pouch Milk

5. Security Deposit- You would be required to furnish an interest free refundable security deposit of Rs. 25,000 to uslocked for one year. The entire amount would be forfeited in case the parlour closes down within the first year of

operation.

6. Supplies- The delivery of products would be done through our wholesale dealers.7. Agreement- An agreement bringing us together would be signed.

FAQs on Amul parlours

Q.1. what do I need to have to create an Amul parlour?

A shop with an area of 100-300 sq ft. Willingness to invest Rs. 1- 1.5 lacs There are options for creating parlours at open spaces as well

Q.2. What do I need to do?

Renovate your shop based on the design and specifications provided by Amul. It may cost you in the range of Rs. 50,000 to Rs.100,000.

Brand Deposit: Refundable deposit of Rs. 25,000 locked in for three year. Equip the outlet with deep-freezers, refrigerators/visi-coolers, chest milk coolers, oven, dispensing machine, etc. based on the

customer profile and expected volume of sales. The local Amul representative will be in a position to guide you on machines

required, their capacity, type, etc. Equipping your outlet will cost you around Rs. 80,000 to Rs.100,000.

Q.3. Where will I get supplies/stocks?

Amuls wholesale dealers will supply you the entire range of Amul products at your shop. Our product portfolio is divided intothree broad categories:

Dairy Products: It includes our entire range of dairy products which is further divided as a. Ambient or those kept in room temperature, also referred to as 'dry' products like Ghee, milk powders, flavored milk, etc.

b. Chilled products also referred to as 'wet' products. These products are stored at or below 4o centigrade, like butter, cheese,chocolates, etc. These products are stored in refrigerator or visi-cooler (glass front refrigerator) or chest milk coolers at the shop.

Ice-cream range or frozen category, which is stored and transported in a frozen condition (- 28o centigrade or below). Thiscategory includes Ice-creams, frozen pizzas and frozen paneer, and are stored in deep-freezers at shops.

Pouch Milk or Fresh products: This includes pouch milk, buttermilk and curd. These products are also stored in refrigerator orvisi-cooler (glass front refrigerator) or chest milk coolers at the shop.

Q.4. How will Amul support me?

Amul would provide the design and specifications for renovation of the outlet. It will provide consultancy if required and will alsoinspect the work of the contractor.

Amul will help in assessing the business potential of the shop and will help in making the business plan. Amul will guide you in purchase of various equipment. It will also help you in choosing between the various sizes and types

available based on its experience of the business. Amul will provide signages and glowsign to the outlet at its own cost. Amul shall help in the inauguration activities by way of local promotions. Exclusive consumer offers would be made available through Amul preferred outlets which are not extended elsewhere.


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Cafe Amul: The CDR(Casual Dining Restaurant) brand from AmulConcept

Cafe Amul is a Casual Dining Restaurant in a pleasant ambience which offers scrumptious delicacies in Pizzas Amul Butter Pavbhaji Amul Cheese Sandwiches Butter, Cheese & Panner Dosas Chhola Bhatura Amul Cheese Burgers Ice-creams & Sundaes Milk Shakes & Much More

Essentials for Cafe Amul 1000 to 1500 sq.ft Sapce Brand Deposit: Rs.3 lacs Equipment :o Middleby Marshall Pizza Oveno Dosa Makero Hot & Cold Bain Marieso Sandwich Grillerso Visicoolero Scooping Cabineto Deep Freezerso Chest Coolers etc.

Amul for India ( CSR )

Amul Relief Trust A devastating earthquake (Richter scale 7.9) hit Gujarat on 26th January 2001. The epicenter of the quake was located in Kutch

district. It caused death of thousands of people, tens of thousands were injured, hundreds of thousands were rendered homelessand damage of billions of Rupees was done.

GCMMF formed a specific organization named "Amul Relief Trust" (ART) under the Chairmanship of Dr. V. Kurien in 2001 with adonation of Rs. 50 Millions for reconstruction of the school buildings damaged in the 2001 earthquake in the Kutch area. The Trustreconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1 millions in Kutch area. Four of these schools startedre-functioning from the last two academic sessions and the other two schools from the current session.

A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka ofGujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Nana Asalia Village in Mundra Taluka ofGujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Devpar Village in Mandvi Taluka ofGujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Toda Village in Mundra Taluka of Gujara A school reconstructed by Amul Relief Trust in the earthquake affected Moti Bhadai Village in Mandvi Taluka of

Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Kathada Village in Mandvi Taluka ofGujarat

Tree PlantationSr.No

Year of treeplantation

No. of trees planted (inlakhs)

No. of trees Survived (inlakhs)

Survivalpercentage

1 2007 18.90 11 58

2 2008 52.74 26 49

3 2009 84.24 38 45

4 2010 83.5 39 47

5 2011* 72.6 34 47

Total 311.98 148.122 47
http://www.amul.com/m/amul-relief-trusthttp://www.amul.com/m/tree-plantationhttp://www.amul.com/m/tree-plantationhttp://www.amul.com/m/amul-relief-trust

amul in today’s brand strategies, the word ‘anticipation’ becomes more important than...

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