AMUL: case analysis
INTRODUCTION:
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The co-operative is sometimes referred to as Anand Milk Union Limited.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat.
Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul.
The GCMMF is the largest food products marketing organization of India. It is the apex organization of the dairy cooperatives of Gujarat. Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. The cooperatives collect on an average 9.4 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless laborers and include a sizeable population of tribal folk and people belonging to the scheduled castes.
GCMMF - An Overview
Year of Establishment 1973
Members 17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members)
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)
AMUL IN OVERSEAS MARKET:
Till date, Amul is available in over 40 countries. It is exporting a wide variety of products. The major markets are the US, West Indies, countries
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The co-operative is sometimes referred to as Anand Milk Union Limited.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat.
Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul.
The GCMMF is the largest food products marketing organization of India. It is the apex organization of the dairy cooperatives of Gujarat. Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. The cooperatives collect on an average 9.4 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless laborers and include a sizeable population of tribal folk and people belonging to the scheduled castes.
GCMMF - An Overview
Year of Establishment 1973
Members 17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members)
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)
AMUL IN OVERSEAS MARKET:
Till date, Amul is available in over 40 countries. It is exporting a wide variety of products. The major markets are the US, West Indies, countries