KNOW ABOUT

you

didn’t

THINGS10

This presentation on AMUL

is an effort by

ONCONTRACT.com

India’s largest online contract staffing

marketplace.

1 India’s largest food brand!

Established in

1946

Amul means priceless

It is the world’s largest pouched milk

brand.

2 Amul’s story started in Anand, Gujarat!

http://images.mid-day.com/2012/sep/Verghese-Kurien-1.jpg

17%

Founded by Dr. Verghese Kurian

“The Milkman of India” Diversification & integration

200 Amul brands

From milk-deficient to being the largest milk

producer (17%) in the world

3From 30 lakh

members,

Amul collects

13.67mn litres/day= 7 crore cups

of milk/day

4All 30 lakh members are

partners, entrepreneurs!

Amul is a co-operative, Gujarat Co-op Milk Marketing Federationhttp://nimg.sulekha.com/others/original700/india-farmer-protest-2009-11-19-7-46-25.jpg

5 Farmers own the dairy, Professionals run it!

Farmers own.

Elected representatives manage village societies.

Employees operate the dairy.

6 Quality is paramount!Every Friday, without fail, between

10 am & 11 am, all employees meet at the closest office to discuss ways to

improve quality.

7 Show me the money!

All this means BIG PROFITS*

through

5,000 wholesale dealers& 5.5 lakh retailers

$2.2bnRs. 9,774 cr*

15%

37%

8

http://cafefernando.com/momofuku-milk-bars-cereal-milk-ice-cream/

37% market share in Rs. 900 cr ICE CREAM market

15% of India’s milk market

9 A lot of this success is due to

the Amul moppet!

Sylvester Da Cunha, Creator of the Utterly, butterly.. Delicious Amul campaign (1967)http://im.rediff.com/money/2012/jun/06amul1.jpg

10 Amul, the world’s longest running campaign ever!

FACT: While competitors

spend 7-8% of revenues on

advertising, Amul spends

less than 1%

1967 - 2012

Amul, India’s Social

ObserverIndia’s biggest

brandTruly,

the

Taste of

India