Type- Cooperative society.
Industry- Food processing, FMCG.
Founded- 1946; 75 years ago.
Founder- Tribhuvandas Patel.
Headquarters- Anand, Gujarat, India.
Area served- Worldwide.
Key people- Rupinder Singh Sodhi (MD).
Products- Dairy, Chocolate.
Revenue- ₹38,550 crore (US$5.4 billion) (2020).
Number of employees- 1,000 (Marketing Arm).
Capacity- 36 lakh (3.6 million) (Milk producing members).
Amul is India’s largest dairy cooperative society at Anand, Gujrat. The Kaira District Co-operative Milk Producers’ Union was established in 1949, it’s a cooperative brand managed by the Gujarat Co-operative Milk Marketing Federation.
The Amul is a co-operative based food industry. Formed in 1946 in Anand district in the state of Gujarat. This cooperative industry began when milk became a sign of protest. The Amul Co-operative industry’s main motive was to stop the farmers by middlemen. The middlemen or traders won’t pay enough to the milk provider, all margins of milk were distributed between the middlemen and the trader.
Angered by unfair and manipulative practices followed by the trade, all former members of the district made the conversation with the great Indian patriot Sardar Vallabhbhai Patel’ for a solution on it. He advised them to get rid of middlemen and established their own co-operative milk producer union Ltd. Which would have procurement, processing, and marking of milk under their co-operative industry. Under the inspiration of Sardar Vallabhbhai Patel, and the guidance of leaders like Thribhuvandas Patel and Morarji Desai. In 1973 Amul Celebrated its 25th Anniversary under the leadership of Thribhuwanda Patel.
- Kurien shows PM Shastri how his dairy works, in 1964. Impressed, PM asks him to replicate it nationwide.
- Verghese Kurien(26 November 1921 – 9 September 2012), is known as the “Father of the White Revolution” in India.
- The Amul trinity: Verghese Kurien, Shri Tribhuvandas Kishibhai Patel, and Harichand Megha Dalaya.
- Prince Charles, Prince of Wales, visits India and Amul with Harichand Megha Dalaya, in December 1980.
This Cooperative industry, the Kiara district cooperative milk producer Union Ltd. Started with 247 liters of milk, and today we know how successful Amul dairy is. Thribhuvandas became the first founding chairman of the organization & led the organization until his retirement. In 1950 Dr. Verghese Kurien was hired as a junior manager and he was considered extremely intelligent because, at that time he had completed his graduation, post-graduation, and Ph.D. in the USA, he had a good opportunity to work for reputed industries and earn more money. But he was inspired by Thribhuvandas Patel. Dr. Verghese Kurien has his philosophy which is “Value for money” and “Value for money”.
The Amul milk model has supported India to become the largest milk producer in the world. Amul milk is processed in 222 districts Co-operative milk Union and promoted by 28 state marketing federations for the betterment of millions of people’s life.
On Sep 30, 2018 PM. Narendra Modi integrated inaugurated Amul’s chocolate plant in Mogar, near Anand headquarters. Amul’s new plant has been built with an increased capacity of 1,000 tonnes per month as compared to the earlier 250 tonnes a month capacity plant. GCMMF has invested ₹300 crores in this project development. It is a fully automated production factory with a minimal human touch.
Amul Production & Impact
Over the year, Amul has been a massive growth in this portfolio, UHT (Ultra-high temperature processing) process increases the 53% lifespan of milk products for the urban population. The UHT process removed all harmful microorganisms while maintaining the nutrition in the milk. UHT processing technology sterilizes liquid food by heating it above 135 °C the temperature required to kill bacteria endospores for 2 to 5 seconds.
The Amul Taaza, Amul milk, is packed in ‘Tetra Pack’ cartons by using the UHT treatment process. The Amul tetra pack cartons are available in 1 liter, 500ml, and 200ml packaging, its shelf life is around 180 days when stored in a cool and dry place. Amul sells 4,00,000-5,00,000 liters of UHT Milk and other dairy products per day and it’s continuously growing all over the world at the rate of 25%.
Amul Marketing Strategy
The Amul marketing strategy was well planned by using the umbrella marketing principle. they run all Ad campaigns under the umbrella marketing principle. Amul launched 50 plus products in the market under the Amul brand name and they didn’t need to do a different Ad campaign for 50 products, just they simply promoted Amul. The Amul gained massive growth from some previous year because of umbrella marketing. In that way, Amul sells different types of products all over the world but those products were not as popular as others they also sell under the Amul brand.
Amul UTH Products and Impact
Over the year Amul has been a massive growth in this portfolio Uht process increase the 53% life span of the products for the urban population like Amul Taaza, Amul milk, which is packed in Tetra Pack cartons by using UHT treatment. UHT process ( Ultra-High Temperature Processing ) is a food processing technology that sterilizes liquid food by heating it above 135 C temperature, it’s required to kill all bacteria.
UHT is most commonly used in milk, cream, yogurt, soy milk, and Amul also used this process for all diary products. Amul sells around 400000-500000 liters of UHT milk and other dairy products per day and worldwide this demand continues growing at 25%. UHT products had given a market share in the field of packaged Amul milk without maintaining any cold supply chain.
In 1996, Amul hired Sylvester Da Cunha as a managing director of the advertising agency to design an Ad Campaign for Amul. Da Cunha designed an Ad campaign as a series of hoardings with topical content relating to day-to-day issues. It was well-known and earned a Guinness World Record for the longest-running AD campaign in the world. In the 1980s cartoon artist Kumar Morey and Scriptwriter, Bharat Dabholkar had been involved in the Amul Ad campaign and later Amul stopped the trend of using celebrities in Advertising.
Dabholkar and Chairman Verghese Kurien created a free atmosphere that fostered the development of the Ads. Some despite encountering political pressure on several occasions Da Cunha’s agency has made it a policy of not backing down. Amul contained some controversial Ads, including one commenting on the Naxalite uprising in West Bengal, on the Indian Airline employees strikes, and one depicting the Amul girl wearing Army Clothes.
- ISO 22000:2005
- ISO 9001 : 2000
- Agricultural and Processed Food Exports Development Authority (APFEDA).
Amul Dairy Management