Amul Distribution Network
AMUL – The Taste of India
Report on the Product Mix and Distribution of AMUL products.
This report covers the product mix of AMUL across all categories, studies its distribution model in India and has an in depth study on the distribution channel of AMUL products in the state of Goa.
AMUL The brand name AMUL is an abbreviation for Anand Milk Union Limited. AMUL is managed by the cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). AMUL’s headquarters is in Anand, Gujarat and the GCMMF, is India's largest food product marketing organisation with annual turnover US$ 2.2 billion in 2011. Its daily milk procurement is approximately 12 million litres from 15,712 village milk cooperative societies, 15 member unions in 24 districts, and 3 million milk producer members. The aim of the GCMMF is to provide profitable returns to the farmers and also serve the interests of consumers by providing quality products which are good value for money. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. A Slice of History: In 1946, the farmers in Anand, Gujarat went on a milk strike. This strike was to stop the exploitation of farmers by middlemen. Sardar Patel, Morarji Desai and Tribhuvandas Patel helped form the cooperative - The Kaira District Co-operative Milk Producers Union Ltd. and is today better known as AMUL Dairy. Tribhuvandas Patel was appointed the founder Chairman of AMUL Diary and Dr.Verghese Kurien, the architect of White Revolution in India was made in charge for running the diary. AMUL’s Product Mix: AMUL uses umbrella branding strategy. AMUL is the common brand for most product categories produced by various unions. AMUL has 64 products and these products are spread over 14 categories. The detailed product mix is as given below:
Product Category
Product Depth Amul Butter, Amul Lite, Delicious Table Margarine Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozzarella)
Report on the Product Mix and Distribution of AMUL products.
This report covers the product mix of AMUL across all categories, studies its distribution model in India and has an in depth study on the distribution channel of AMUL products in the state of Goa.
AMUL The brand name AMUL is an abbreviation for Anand Milk Union Limited. AMUL is managed by the cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). AMUL’s headquarters is in Anand, Gujarat and the GCMMF, is India's largest food product marketing organisation with annual turnover US$ 2.2 billion in 2011. Its daily milk procurement is approximately 12 million litres from 15,712 village milk cooperative societies, 15 member unions in 24 districts, and 3 million milk producer members. The aim of the GCMMF is to provide profitable returns to the farmers and also serve the interests of consumers by providing quality products which are good value for money. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. A Slice of History: In 1946, the farmers in Anand, Gujarat went on a milk strike. This strike was to stop the exploitation of farmers by middlemen. Sardar Patel, Morarji Desai and Tribhuvandas Patel helped form the cooperative - The Kaira District Co-operative Milk Producers Union Ltd. and is today better known as AMUL Dairy. Tribhuvandas Patel was appointed the founder Chairman of AMUL Diary and Dr.Verghese Kurien, the architect of White Revolution in India was made in charge for running the diary. AMUL’s Product Mix: AMUL uses umbrella branding strategy. AMUL is the common brand for most product categories produced by various unions. AMUL has 64 products and these products are spread over 14 categories. The detailed product mix is as given below:
Product Category
Product Depth Amul Butter, Amul Lite, Delicious Table Margarine Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozzarella)