Amul - The Taste of India
Amul - The Taste of India
Amul - The Taste of India
by :
DIVYA BODDU
09020242007
SIIB MBA - AB
BIRTH OF
• 1929
AMUL
ü Peston EdulPolson established Polson Model
Dairy at Anand to manufacture butter,
ghee and casein.
• 1944
ü Inauguration of Bombay Municipal
Corporation Milk Supply. Monopoly rights
were awarded to Polson for Procuring
milk from Kaira.
• 1946
ü KDCMPUL formed to counter exploitation by
Polson’s Dairy (Anand)
And so did GCMMF and brand Amul
correspondingly
andit Jawaharlal Nehru , Indira Gandhi , Morarji Desai and others at th
Cu
it
r
st
et
om
mp
e
Co
r
Company
A
All dairies in a State (GCMMF in Gujarat)
22 State Federations in India P
A
N
D
All villages in a district
72,774 villages in India N
Milk Producers
SBU S OF AMUL
BCG MATRIX OF
AMUL
PRODUCT
PORTFOLIO
SERVICES
RENDERED
ØVeterinary Services
• NDDB -free sugar with its milk. GCMMF- discount on vanilla ice cream against
purchase of Amul milk [Mar ‘06]
• GCMMF sold 2,000 tons skimmed milk powder to Mother Dairy [Mar ‘06]
• Amul-Rs 30 off on vanilla ice cream after returning the 30 empty pouches of Amul
milk.[’06]
• NDDB plans to import 10,000 MT skimmed milk powder to meet the domestic
demand. [Sep ‘09]
• NDDB - 6,000 litre of milk @ Rs 330 per kilo fat to milk pourers (MPs) @
Surendranagar [ Oct ‘09]
FINANCE
MATTERS !
• Capital structure
• Working capital
• Sources of capital
ü Federation
ü Fix deposit of society
ü Interest from bank like SBI, BOB,
ü Share Capital of AMUL
•
WEAKNESSES &
THREATS
• Less control over milch yield
• Cannot accommodate transport delays
(perishables)
• Dependence on poor infrastructure for
supply (roads, electricity etc)
• Increasing population , increasing
requirement
• Adulteration
• Saturation point not far away
• Unorganized players
• Other dairy co-operative societies
• Competitors are companies, not bound
by inherent obligations of co-
operatives
AMUL GOES
GLOBAL
• U.S.A, Nepal, South Africa, Kenya, Bhutan,
Bangladesh, Thailand, Australia, and Gulf
countries etc
• Prospective markets- Russia, UAE, Japan, Sri
Lanka
• Agreement with Wal-mart
• Agreement with Glaxo
• Amul’sgrowth rate in international market :
~34%
•
• Product improvisation -Amul basundi,
gulab jamun, chocolates etc.
• Advertising – Cable channels,
newspapers etc.
• Strengthen liquidity and working
capital
• Supply chain add-ons
• Venture into processed fruits and
THANK YOU