Amul Federation - Gujarat Cooperative Milk Marketing Federation Ltd

AMUL FEDERATION:

GCMMF

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation with annual turnover (2010-11) US$ 2.2 billion. Its daily milk procurement is approx 12 million lit (peak period) per day from 15,712 village milk cooperative societies, 17 member unions covering 24 districts, and 3 million milk producer members.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative returns 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 organisation of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, 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 are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from Government 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 over the years. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality Award - 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 farmers.

- IT WAS REGISTERED ON DECEMBER 14, 1946. IT IS THE BRAND NAME FOR 2 MILLION FARMERS. AMUL MEANS "PRICELESS". IT WAS DERIVED FROM THE SANSKRIT WORD CALLED "AMMOLYA". IT IS MANAGED BY GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. (GCMMF). AMUL'S PRODUCT RANGE INCLUDES AMUL BUTTER, AMUL MILK POWDER, AMUL GHEE, AMUL SPRAY, AMUL CHEESE, AMUL CHOCOLATES, AMUL SHRIKHAND, AMUL ICE CREAM, NUTRAMUL, AMUL MILK AND AMULYA. ITS TURNOVER IS RS. 67.11 BILLION IN 2008-2009 (TURNOVER: RS. 80.05 BILLION IN 2009-10). MANY PRODUCTS OF AMUL ARE ALSO AVAILABLE IN USA, GULF COUNTRIES AND SINGAPORE. THEIR FUTURE PLAN, APPROPRIATELY TITLED "MISSION 2020", ENVISAGES THAT THE DAIRY COOPERATIVE OF GUJARAT WILL HAVE A GROUP TURNOVER OF RS. 27000 CRORES BY THE YEAR 2020. AMUL IS AN "UMBRELLA BRAND" MEANS COMMON BRAND FOR MOST PRODUCT CATEGORIES. NOW AMUL IS DIRECTLY ENTERING IN TO RETAIL THROUGH "AMUL UTTERLY DELICIOUS" PARLOURS IN THE CITIES LIKE AHMEDABAD, BANGALORE, DELHI, MUMBAI, HYDERABAD AND SURAT. IT HAS PLANNED TO LET OUT FRANCHISEE TO MANAGE THOSE LARGE CHAINS OF PARLOURS THROUGHOUT THE COUNTRY

AMUL TO TAKE TASTE OF INDIA TO US, EUROPE

THE CRADLE OF INDIA'S WHITE REVOLUTION, THE KAIRA DISTRICT COOPERATIVE MILK PRODUCERS' UNION LTD -- BETTER KNOWN AS AMUL DAIRY -- WILL NOW TAKE THE BIG LEAP OF ENTERING THE US AND EUROPEAN MARKETS. THE 'TASTE OF INDIA' WOULD REACH THE DOORSTEPS OF ETHNIC SOUTH ASIANS LIVING ABROAD AS THE COUNTRY'S PREMIER DAIRY COOPERATIVE PLANS TO SET UP MANUFACTURING BASES OUTSIDE INDIA.

THIS DECISION WAS TAKEN DURING THE 65TH ANNUAL GENERAL MEETING HELD ON SATURDAY.

AMUL WILL INITIALLY PRODUCE GHEE AND PANEER. '' THERE ARE AROUND FOUR MILLION INDIANS AND SIX MILLION ASIANS SETTLED IN THE US. WE ARE EXPLORING THE COUNTRY TO TAP THE REAL MARKET POTENTIAL OF BRAND AMUL, WHICH IS STILL NOT REALIZED THERE,'' AMUL DAIRY'S MANAGING DIRECTOR RAHUL KUMAR TOLD TOI.

THE DAIRY CO-OPERATIVE UNION WILL FINALIZE THE EXACT LOCATION FOR THE PROPOSED FACILITIES WITHIN A MONTH. WHILE CALIFORNIA, VIRGINIA AND WISCONSIN ARE CONSIDERED TO BE MILK-RICH STATES OF THE US, THE CONCENTRATION OF INDIANS , ESPECIALLY GUJARATIS, IS MORE IN STATES LIKE NEW JERSEY AND NEW YORK.

THE URGE FOR GHEE AMONG ETHNIC INDIANS IS SATISFIED IN THE US LARGELY BY CANADA-BASED PLAYERS LIKE NANAK AND DEEP BRANDS AS THERE ARE NOT MANY PLAYERS IN THE MARKET. THE DAIRY UNION MAY USE AN EXISTING PLANT TO MANUFACTURE THE PRODUCTS FOR WHICH IT WILL INVEST NEARLY RS 35 CRORE. INITIALLY , IT HAS PLANNED TO SET UP FACILITIES TO MANUFACTURE 10 TONNES OF GHEE AND FIVE TONNES OF PANEER PER DAY.

'' ONCE WE STABILIZE OUR OPERATIONS IN THE US, WE WILL START WORKING TO DEVELOP SIMILAR PRODUCT PORTFOLIO FOR THE EUROPEAN MARKET ,'' SAYS KUMAR.

AMUL DAIRY, WHICH REGISTERED A TURNOVER OF RS 2,111 CROREMANAGES SIX PLANTS ACROSS THE COUNTRY. '' DESPITE INCREASE IN INPUT COSTS, WE ARE NOW PAYING FARMERS RS 390.60, UP FROM RS 334.25 IN THE PREVIOUS YEAR -- THE HIGHEST EVER PRICE SO FAR,'' SAID AMUL DAIRY'S CHAIRMAN RAMSINH PARMAR.

AFTER PARLOURS, AMUL BETS BIG ON CAFES

AFTER TOUCHING A FIGURE OF 6,000 PARLOURS ACROSS INDIA, AMUL, A MILK AND MILK PRODUCTS BRAND OWNED AND MARKETED BY GCMMF, IS NOW BETTING ON QUICK SERVICE RESTAURANTS CALLED AMUL CAFES. TASTING SUCCESS WITH THE TWO FEDERATION OWNED OUTLETS OF AMUL CAFES AT AHMEDABAD, GCMMF IS EYING TO SPREAD THE NETWORK OF CAFES ACROSS THE COUNTRY IN THE COMING TWO YEARS. MEANWHILE, THE COUNTRY'S LEADING DAIRY MAJOR HAS CROSSED THE $2 BILLION MARK (RS 9774 CRORE) IN TURNOVER DURING 2010-11 FISCAL.

CONTINUING ITS FOCUS ON RETAIL OPERATIONS, GCMMF PLANS TO OPEN AT LEAST 10 AMUL CAFE OUTLETS ACROSS THE MAJOR CITIES OF GUJARAT WITHIN THIS YEAR. POST THAT, THE DAIRY MAJOR IS SETTING ITS EYE ON PAN-INDIA EXPANSION STARTING WITH MAHARASHTRA, KARNATAKA, TAMIL NADU AMONG OTHER MARKETS. "APART FROM GUJARAT, WE ARE COMING UP WITH ONE OUTLET IN BANGALORE SHORTLY. WE ARE WORKING ON OUR PAN-INDIA NETWORK EXPANSION PLAN, AND WOULD DECIDE ON THE PLAN OF ACTION