NAME: Shruti Kewlani

COURSE: MBA-1 (2024-2026)

INSTITUTION : IMRT Business School ,
Management Park .
BATCH: 2024 - 2026
MINI PROJECT : Amul Milk
ROLL NO. :
 AMUL MILK

MINI PROJECT REPORT

Submitted by: Shruti Kewlani

Roll No:

In partial fulfilment of the requirement for the award of the Degree of

MASTERS OF BUSINESS ADMINISTRATION

OF

A P J Abdul Kalam Technical University

Institute OF Management Research AND Technology (IMRT)

Business School

Management Park , Vipul Khand Gomtinagar Lucknow .

(2024-2026)

SEMESTER -1
 DECLARATION

I undersigned , hereby declare that the Mini project titled

“AMUL MILK” submitted in partial fulfilment for the award of
degree of Masters Of Business Administration MBA of APJ Abdul
Kalam Technical university is a bonafide record of work done by me
under the guidance of Dr. Keshav Mishra of management
Department of IMRT Business School. This report has not been
previously published for the award of any degree , diploma or similar
title of any university .

Date: Shruti Kewlani

Roll No:
 CERTIFICATE

This is to certify that the report titled “AMUL MILK” being

submitted by Shruti Kewlani , Roll no: in partial fulfilment of the
requirement for the award of the degree of Masters Of Business
Administration, is a bonafide record of the project work done by
Shruti Kewlani of IMRT Business School , Management Park ,
Vipul Khand- 6 Gomti Nagar Lucknow.

Dr Keshav Mishra Student:

Shruti Kewlani
ACKNOWLEDGEMENT
Through this acknowledgement express my sincere gratitude
towards all those people who helped me in this project, which
has been a learning experience.
This pace wouldn't be enough to extend my warm gratitude
towards my project guide Dr Keshav Mishra for his efforts in
coordinating with my work and guiding in right direction.
I escalate a heartfelt regards to our head of department Mrs.
Shilpika Pandey for giving me guidance and helping me
concluding this work,.

It would be injustice to proceed without acknowledging hose

vital supports I received from my beloved classmates and
friends, without whom I would have been half done.
I also use this space to offer my sincere love to my parents
and all others who had been there, helping me walk through
this work.

Shruti Kewlani
1) Preface
2) Exclusive summary Amul
3) Introduction and history of amul
• Begining
• Role of Dr. Verghese Kurien
• Birth of amul brand
• Expantion and Growth

• White revolution
• Legacy
4) Achievements of Amul milk
5) Awards and recognition
6) Amul in other countries
7) Amul milk : A success model
8) Amul milk plants
9) Amul milk processing network in India
10) Industry profile of amul milk
11) Amul milk testing standars
12) Lists of products under amul
13) Consumer behaviour towards amul milk
14) Conclusion
 PREFACE
Today the business environment is rapidly changing in this competitive
environment the popular trend is also striving for maintaining its positions
therefore it become essential for the companies that they should know about
their preference & taste. Regarding a particular product it is of almost necessary
to know the consumer satisfaction to the value offered by the company in case
of dissatisfactory result it is essential to ascertain whether the dissatisfaction is
for entire product or part of it is and what value do the consumer expect from it?

Ins

The research will provide the relevant information to the organization about
consumer attitude towards their product and services.

The research work is sincere to find out the ultimate requirement of consumers
for the betterment of research as well as the organization.
Executive Summary: AMUL
Amul, founded in 1946 and managed by the Gujarat Co-operative Milk
Marketing Federation (GCMMF), is one of India's leading and most trusted
dairy brands. Originating as a cooperative to provide fair prices to dairy farmers
and eliminate middlemen, Amul has grown into a household name synonymous
with quality and freshness. The brand offers a wide variety of dairy products,
including milk, butter, cheese, ice cream, paneer, and other value-added
products, catering to the diverse tastes and nutritional needs of consumers.

Amul's success lies in its strong cooperative structure, which involves over 3.6
million dairy farmers across India. This network ensures a steady supply of
high-quality milk and provides a vital source of income for rural communities.
The brand is renowned for its commitment to quality, employing advanced
technology and stringent quality controls to maintain high standards in its
products.

In addition to its dominance in the Indian market, Amul has expanded its
presence internationally, becoming a global dairy brand. The company’s focus
on innovation, sustainability, and social responsibility—through initiatives like
eco-friendly production practices and community development—reinforces its
reputation as a forward-thinking, socially conscious organization. Amul
continues to be a pioneer in the Indian dairy industry, leading with integrity and
a focus on customer satisfaction.
 Introduction and History of
Amul Milk
Amul, one of the most recognized and trusted dairy brands in India, traces its
origins back to 1946 in the town of Anand, Gujarat. The brand’s journey began
with the vision of empowering dairy farmers, improving their livelihoods, and
ensuring fair pricing and quality for consumers. This vision led to the
establishment of the **Kaira District Co-operative Milk Producers' Union**
(now known as GCMMF, Gujarat Co-operative Milk Marketing Federation),
which is the foundation of Amul’s story.

The Beginning:
In the early 1940s, the dairy industry in India was under the control of a few
middlemen who exploited farmers. They had little bargaining power, and the
price they received for milk was far below its actual value. In Gujarat, farmers
were facing severe challenges in accessing fair markets for their milk. The
exploitation reached its peak in the Kaira district, where milk producers were
often forced to sell their milk at a loss.

In response to these issues, a group of enterprising farmers in **Kaira

District** came together in 1946, led by **Tribhuvandas Kishibhai Patel**, to
form a cooperative society. Their goal was simple: to provide a collective voice
for farmers and to ensure that milk producers received fair prices for their milk.

Role of Dr. Verghese Kurien:

A turning point in Amul’s story came when Dr. Verghese Kurien , a young
dairy engineer from Kerala, was appointed as the manager of the newly formed
Kaira Union. Dr. Kurien was instrumental in transforming the cooperative into a
highly successful dairy operation.
Kurien’s innovations in dairy processing and his understanding of cooperative
management were crucial in making the cooperative a success. He introduced
modern techniques for milk collection, processing, and distribution, ensuring
the highest quality standards. His leadership and vision were key to the
development of what would eventually become “Amul”.

The Birth of Amul Brand:

In 1949, the cooperative began marketing its dairy products under the brand
name “Amul”, derived from the Sanskrit word "Amulya," meaning "priceless"
or "invaluable." This was a turning point, as Amul products soon gained
recognition for their quality, purity, and consistency.

The Kaira Union adopted a cooperative model, where farmers directly supplied
their milk to the union, which then processed and marketed the products. The
success of this model allowed farmers to receive fair prices, thus helping
improve their living standards. Amul's early products primarily focused on milk,
but over time, the range expanded to include butter, ghee, cheese, ice cream,
and other dairy products.

Expansion and Growth:

In 1973, the **Gujarat Co-operative Milk Marketing Federation (GCMMF)**
was established to unite various district cooperatives under one umbrella.
GCMMF, the parent organization of Amul, became the largest cooperative in
India and one of the largest dairy federations in the world.

Amul’s growth was not limited to India. With the rise in demand for quality
dairy products, Amul’s presence expanded internationally, becoming an
important player in global dairy markets. Amul’s strong reputation for quality
and affordability helped it become a household name, both in urban and rural
areas.
The White Revolution:
Amul played a critical role in India’s **White Revolution**—a national
movement aimed at increasing milk production across the country. This
revolution transformed India into the world’s largest producer of milk. Dr.
Kurien’s leadership and the Amul cooperative model served as a blueprint for
other regions, driving India to self-sufficiency in milk production.

Legacy:
Today, Amul remains a symbol of success, embodying the power of cooperative
farming and the potential for rural development. The cooperative model has
benefited millions of farmers, ensuring fair prices and stable livelihoods.
Amul’s extensive product range includes milk, butter, cheese, ghee, ice cream,
and more, making it one of the most trusted dairy brands in India and around the
world.

Amul’s legacy continues to inspire generations, not only for its business acumen
but also for its social impact. The brand's commitment to quality, innovation,
and the welfare of farmers ensures that it remains a cornerstone of India’s dairy
industry.

In summary, “Amul Milk” began as a cooperative effort in Gujarat to empower

dairy farmers and provide fair access to the milk market. It grew into a national
and global dairy powerhouse, driven by a commitment to quality and
innovation, and remains a shining example of how cooperatives can transform
industries and uplift rural communities.
 ACHIEVEMENTS:

Achievements and Awards of Amul Milk

Amul has achieved tremendous success and recognition over the decades,
becoming one of India's most iconic dairy brands. It has won numerous awards
and accolades for its quality, innovation, and social impact. Below are some key
achievements and awards of “Amul Milk” and the broader “Amul brand”:

Key Achievements of Amul Milk:

1. Largest Dairy Cooperative in India:

- Amul is the flagship product of the **Gujarat Co-operative Milk Marketing
Federation (GCMMF)**, the largest dairy cooperative in India, with over **3.6
million farmers** associated with it. This cooperative structure has allowed
Amul to become a leading player in the global dairy market.

2. World’s Largest Producer of Milk:

- India, with Amul as a major contributor, became the world’s **largest
producer of milk** in the early 1990s, surpassing the United States. Today,
India produces over 190 million metric tons of milk annually, and Amul
continues to be a key player in this achievement.
3. Pioneer of the White Revolution:
- Under the leadership of Dr. Verghese Kurien, Amul played a pivotal role in
India’s **White Revolution** (also known as Operation Flood), which
transformed India from a milk-deficient nation to the world’s largest producer
of milk. This revolution also empowered millions of rural dairy farmers and
created a model for cooperative dairy farming that is followed globally.

4. Nationwide Reach:
- Amul products are available in **over 3 million retail outlets** across India,
with a strong presence in both urban and rural markets. It has also expanded
internationally, with Amul products being exported to over **50 countries**.

5. Range of Dairy Products:

- Amul's product range has expanded from just milk to include a wide variety
of dairy products such as butter, cheese, ice cream, ghee, paneer, yogurt, and
milk powder. Its diverse portfolio caters to a broad customer base, and Amul
continues to innovate with new products to meet changing consumer
preferences.

6. Commitment to Sustainability:
- Amul has worked towards creating a sustainable and eco-friendly supply
chain. It has introduced initiatives for waste reduction, water conservation, and
renewable energy use in its processing plants. The brand also promotes the use
of recyclable and eco-friendly packaging for its products.
 Awards and Recognition:

1. National and International Quality Awards:

- Amul has received numerous quality and food safety certifications, including
certifications from organizations like the **International Organization for
Standardization (ISO) , HACCP (Hazard Analysis Critical Control Point), and
**FSSAI (Food Safety and Standards Authority of India)**. These
certifications highlight Amul's commitment to maintaining global quality
standards.

2. Best Brand of the Year (Various Years):

- Amul has been consistently recognized as one of India’s most trusted brands
across various categories. It has won several “Best Brand of the Year” awards
from different organizations, including in the fields of dairy, food products, and
consumer trust.

3. Superbrand Recognition:
- Amul has been awarded the prestigious Superbrands status multiple times.
This honor is given to brands that have built a significant reputation and
consumer loyalty over time.

4. World Dairy Innovation Awards:

- Amul has won numerous **World Dairy Innovation Awards, which
recognize the global dairy industry’s most innovative products, technologies,
and brands. These awards showcase Amul’s consistent efforts to introduce new
products and set benchmarks in the dairy industry.
5. The ‘Golden Peacock Award’ for Innovation:
- Amul has been recognized for innovations in dairy production with the
Golden Peacock Award for Innovation . This recognition acknowledges Amul's
contributions in creating groundbreaking technologies and processes in the
dairy sector.

6. FICCI Indian Food Innovation Award:

- Amul has won the FICCI (Federation of Indian Chambers of Commerce &
Industry) Indian Food Innovation Award for excellence in food production,
innovation, and the dairy industry.

7. India's Most Trusted Dairy Brand:

- Amul has consistently been ranked as one of the most trusted dairy brands in
India, based on consumer trust surveys and brand equity studies. Amul’s
advertisements, especially the iconic Amul Butter Girl, have helped maintain its
strong connection with consumers.

8. Best Dairy Product Manufacturer Award:

- The company has won multiple Best Dairy Product Manufacturer Awards at
various industry forums for its commitment to producing high-quality dairy
products.

9. Sustainability and Social Impact Awards:

- Amul has been recognized for its sustainable business practices and the
positive social impact it has had in rural areas by improving the lives of farmers.
The brand has received several awards for corporate social responsibility
(CSR), focusing on empowering dairy farmers and supporting rural
communities.

10. NDTV Food Awards:

- Amul has won several NDTV Food Awards , which recognize the brand's
contribution to the food and beverage sector in India, particularly for its
innovation in dairy products.

Amul's achievements and accolades reflect its leadership in the dairy industry,
both in India and internationally. From pioneering the **White Revolution**
and transforming India into the world's largest producer of milk, to winning
numerous awards for innovation, quality, and sustainability, Amul continues to
be a trailblazer in the dairy sector. Its cooperative model has empowered
millions of farmers, and its commitment to excellence ensures that Amul
remains a beloved and trusted brand for consumers worldwide.
 AMUL IN OTHER COUNTRIES

Amul, the well-known dairy brand from India, has made significant strides in
expanding its presence internationally over the years. While it's primarily
famous in India for its wide range of products, including milk, butter, cheese,
and ice cream, it has also ventured into several international markets,
particularly in regions with significant Indian diaspora or demand for dairy
products.

Here are a few ways Amul is making its mark abroad:

1. Exports to Various Countries

Amul exports its products to over 20 countries, including the United States, the
United Kingdom, the Middle East, Canada, Australia, and parts of Southeast
Asia. It is especially popular in countries with a significant Indian population, as
it appeals to the taste preferences and dietary habits of Indian expats.

2. Amul in the Middle East

Amul products are very popular in the Gulf countries, especially in the UAE,
Saudi Arabia, and Qatar. The region has a large South Asian population, and
Amul's range of products (like cheese, butter, and ice cream) is well-received
for its quality and taste. Amul has also opened retail outlets and is making its
products available in many supermarkets across the Middle East.

3. Retail and Distribution in the UK and USA

Amul has established a strong presence in the UK and the USA. In both these
countries, its products are available in Indian grocery stores, mainstream
supermarkets, and online platforms. In the UK, Amul's butter, milk powder, and
paneer are among the popular offerings, while in the USA, Amul products are
especially available in states with large Indian communities.

4. Focus on Halal Certification

In countries with a large Muslim population, such as in the Middle East and
Southeast Asia, Amul offers halal-certified dairy products, catering to the
specific dietary requirements of the region.

5. Strategic Collaborations
Amul has also explored strategic collaborations with local distributors and
international food chains to enhance its global reach. For example, in countries
like the US, Amul has partnered with distributors to ensure that its products are
widely available.

6. Challenges and Opportunities

- Challenges:: Amul faces tough competition from global dairy giants such as
Nestlé, Danone, and other regional players, especially in terms of brand
recognition and pricing strategies.

Opportunities: However, Amul is well-positioned to tap into the growing

demand for high-quality dairy products. Its emphasis on sustainability,
innovative products like low-fat options, and maintaining traditional Indian
flavors can appeal to a global market.

Amul’s journey abroad represents a combination of traditional values (like

quality and authenticity) and adapting to global market demands. Its unique
Indian taste has found a niche audience worldwide, and it is gradually
expanding its international footprint.
AMUL MILK: A SUCCESS MODEL:

Amul Milk, under the umbrella of the **Gujarat Co-operative Milk Marketing
Federation (GCMMF)**, has become one of India's most successful and iconic
dairy brands. Its rise to prominence, both within India and globally, is attributed
to a combination of key factors that have helped it maintain its market
leadership for decades. Here are the secrets of Amul's success :

1. Strong Co-operative Model

One of the foundational elements of Amul's success is its co-operative model.
Amul was formed in 1946 to stop the exploitation of farmers by middlemen.
The cooperative structure means that millions of dairy farmers directly own and
benefit from the profits of the company. The profits are reinvested into the co-
op and shared among the farmers. This has resulted in:

- Fairer wages for farmers: Amul pays competitive prices to its dairy farmers,
ensuring their economic stability and motivating them to produce high-quality
milk.

- Empowerment of rural India: With more than 3.6 million farmers involved,
Amul has empowered rural communities by providing them a stable source of
income and ensuring their economic development.

2. Consistent Quality and Trust

Amul has built an unmatched reputation for quality. The brand has earned the
trust of consumers by offering:

- Fresh and pure milk:: Amul maintains stringent quality control processes at
every step of the supply chain, from procurement to processing and packaging.

- Standardized products: Amul has established strong standards for its milk and
dairy products, ensuring consistency in taste, texture, and quality. This has
helped the brand maintain customer loyalty.
- Reliability: Amul’s products are considered trustworthy and reliable, which is
crucial in the dairy business where freshness is key.

3. Innovation in Product Range

Amul has kept pace with changing consumer preferences through continuous
innovation . It not only offers traditional products like milk, butter, and cheese
but has also expanded into a wide array of value-added dairy products.
Examples include:

- Flavored milk and yogurt: Amul has capitalized on the growing health-
conscious market by introducing low-fat, probiotic, and flavored milk products.

- Ice creams, paneer, and ghee: These are made available in a variety of flavors
and packaging sizes to cater to different consumer segments.

- Health-focused products: Amul introduced options like Amul Lite (low-fat

butter), Amul Shakti (high-protein milk), and Amul Pro (a protein-rich drink),
addressing consumer demands for healthier alternatives.

4. Effective Marketing and Brand Positioning

Amul has one of the most creative and iconic marketing campaigns in India,
particularly through its:

- Amul Girl Campaign: The Amul "Butter Girl" is an iconic mascot that has
been used in ads for decades. Her witty, humorous, and often satirical
commentary on current events has made Amul ads widely popular and
memorable.

- Aggressive advertising: Amul has been consistently visible across a range of

media platforms, from print and TV to digital and outdoor advertising. This
consistent visibility has helped Amul remain top of mind for consumers.

- The Taste of India" slogan: Amul has successfully positioned itself as a brand
that is synonymous with the taste of India. The brand resonates with both urban
and rural consumers due to its strong connection with Indian culture and
traditions.
5. Wide Distribution Network
Amul has an extensive distribution network that ensures its products are
available in nearly every part of India. This distribution includes:

- A vast network of rural milk collection centers: Amul reaches remote villages
and rural areas through a well-organized network of milk collection centers and
transport facilities.

- Urban reach: In cities and urban centers, Amul is available in nearly all retail
stores, supermarkets, and even through modern online grocery platforms.

- Cold Chain Logistics: Amul has developed an effective cold chain logistics
system, ensuring that its products, especially perishable items like milk and ice
cream, reach consumers while maintaining their freshness.

6. Affordable Pricing Strategy

Amul's pricing strategy is designed to be **affordable for the masses**,
ensuring accessibility to consumers across different income groups. By
maintaining reasonable prices without compromising on quality, Amul has
made dairy products a daily necessity for millions, particularly in India.

7. Focus on Sustainability and Animal Welfare

Amul places a significant emphasis on the welfare of its cattle and the
environment. This has contributed to the brand’s long-term success:

- Sustainable farming practices : Amul promotes the use of environmentally

friendly practices among its farmers.

- Animal care: Amul has worked to improve the health and productivity of dairy
cattle, leading to better milk production and quality.

- Eco-friendly packaging: Amul has increasingly turned to sustainable

packaging, such as recyclable milk cartons, to meet consumer demand for
environmentally conscious brands.
8. Adaptability to Changing Consumer Trends
Amul has shown remarkable adaptability in responding to the changing dietary
habits and preferences of consumers. For example:

- The growing demand for plant-based milk alternatives While Amul's core
products are dairy-based, the company is also exploring non-dairy alternatives
to cater to the rising number of plant-based consumers.

- The increasing focus on health and nutrition Amul has introduced products
catering to the health-conscious consumer, such as low-fat milk, probiotic
yogurt, and nutritional drinks.

9. Government Support and Strategic Partnerships

Amul benefits from support from the Indian government, particularly through
initiatives aimed at improving the livelihoods of farmers. Additionally, the
brand has forged strategic partnerships with international distributorsC to
expand its global footprint. The Gujarat government's support has also been
crucial in facilitating Amul's supply chain, infrastructure, and rural outreach
programs.

10. Commitment to Ethical Practices

Amul is committed to maintaining ethical business practices including
transparency in pricing and payment to farmers. The brand has built a loyal
customer base by promoting honesty, fairness, and corporate social
responsibility.

The secret to Amul's success lies in its ability to blend traditional values with
modern business strategies. Its co-operative model, dedication to quality,
innovative product range, and strong brand positioning have helped it maintain
a leading role in India's dairy sector and expand its presence in international
markets. By staying true to its roots and adapting to the changing demands of
consumers, Amul has become an enduring symbol of quality and trust in the
dairy industry.

AMUL MILK PLANTS :

Amul, under the management of the Gujarat Co-operative Milk Marketing
Federation (GCMMF) operates a vast network of dairy processing plants across
India. These plants play a crucial role in processing the milk collected from
millions of farmers, ensuring the production of various dairy products that are
distributed both domestically and internationally.

Here’s a look at some of the key Amul milk processing plants and their
distribution:

1. Anand (Headquarters)
The primary and most significant Amul milk processing plant is located in
Anand Gujarat. This is where the brand originated and remains its operational
hub. The GCMMF headquarters is situated here, and it is one of the largest
dairy processing facilities in India. The plant processes a large portion of the
milk collected from the cooperative farmers in Gujarat.

- Milk Processing Capacity Anand processes millions of liters of milk daily. It

serves as the central distribution point for Amul’s product lines.
- Products Butter, cheese, ghee, milk powder, ice cream, and a variety of other
dairy products.

2. Kheda (Gujarat )
Another important location for Amul's operations is Kheda district in Gujarat,
near Anand. The Kheda Dairy Plant is part of Amul's extensive milk collection
and processing network.

- Role This plant plays a significant role in catering to the local demand for
fresh milk and dairy products.
- Products Mainly processes liquid milk and manufactures dairy products like
milk powder and butter.

3. Mehsana (Gujarat )
The Mehsana Dairy Plant is one of the major Amul plants in Gujarat. Mehsana
is part of the cooperative network that helps supply large quantities of milk to
Amul's national distribution network.
- Milk Processing Capacity . Mehsana processes a substantial quantity of milk
collected from nearby regions.
- Products Includes a range of dairy items like cheese, butter, and milk powder.

4. Surat (Gujarat)
Amul also operates a significant dairy processing unit in Surat Gujarat. Surat is
an industrial city, and the Amul plant here is equipped to cater to the dairy
needs of urban and surrounding rural areas.

- Products The plant processes milk into products like curd, flavored milk, ice
creams, and other value-added dairy items.

5. Vadodara (Gujarat)
Amul's plant in Vadodara focuses on processing milk and manufacturing
products for both local and export markets.

- Products Milk, butter, ghee, and other dairy essentials.

6. Rajkot (Gujarat)
Amul’s plant in Rajkot another city in Gujarat, plays a key role in processing
milk from nearby regions.

- Milk Processing:Rajkot’s plant processes milk into traditional dairy products

and caters to the local demand.
- Products Fresh milk, curd, paneer, ghee, and butter.

7. Bharuch (Gujarat )
Amul's dairy plant in Bharuch helps cater to the demands of both local and
regional markets. Bharuch is well-connected to Gujarat’s milk collection
network.

- Products Butter, milk powder, and other basic dairy products.

8. Indore (Madhya Pradesh )

Amul has expanded beyond Gujarat and has a significant plant in Indore
Madhya Pradesh. This plant helps Amul cater to the northern and central parts
of India.

- Milk Processing Capacity The Indore plant processes milk from the local
dairy farmers and regional suppliers.
- Products Milk, paneer, cheese, and other dairy products.
9. Delhi (North India)
Amul has multiple plants and distribution centers in the National Capital
Region (NCR including Delhi**. This helps the brand meet the high demand
for dairy products in the northern parts of India.

- Products Fresh milk, butter, ghee, curd, ice cream, and other milk-based
products.

10. Bangalore (Karnataka )

Amul has a presence in southern India as well, with a dairy plant in Bangalore
This plant helps serve the growing demand for dairy products in the South
Indian market.

- Products Milk, ice creams, butter, ghee, and cheese.

11. Other Key Plants and Expansion

Amul also has several smaller plants and distribution centers in different states
like Maharashtra Uttar Pradesh Rajasthan and Tamil Nadu allowing it to
cater to regional demand. The company continues to invest in new plants and
technologies to expand its production capacity and meet growing consumer
demand across the country.

Amul’s Milk Processing Network in

India
Amul's milk processing network is extremely well-organized, with a mix of
centralized and regional plants, all coordinated through a robust logistical
network. The entire supply chain—from collecting milk from rural farms to
packaging and distributing products in urban centers—relies on efficient cold
storage, transportation, and processing systems.

Cold Chain and Distribution

- Cold Storage Network Amul’s vast **cold chain logistics ensures that its
products, especially fresh milk and ice cream, remain at optimal temperatures
throughout the supply chain. This includes refrigerated transport trucks and
warehouses.
- Regional Distribution Centers To further streamline distribution, Amul
operates regional centers across the country, ensuring its products reach all
corners of India in a timely and fresh manner.

Amul operates a vast and intricate network of dairy plants across India. From
Gujarat's major plants in Anand, Kheda, and Mehsana to newer plants in cities
like Indore, Bangalore, and Delhi, Amul has expanded its milk processing and
production capabilities to meet the demands of millions of consumers. Its focus
on maintaining high standards of quality, establishing a strong supply chain, and
continually innovating has contributed to its success as India's largest dairy
cooperative and one of the largest in the world.

Industry Profile of Amul

Milk

Amul is one of the most prominent and recognizable dairy brands in India,
managed by the Gujarat Cooperative Milk Marketing Federation Ltd.
(GCMMF It has grown from a regional cooperative into a nationally
recognized brand and plays a significant role in India's dairy industry.

1. Overview of Amul
- Brand Name Amul

- Parent Organization Gujarat Cooperative Milk Marketing Federation

(GCMMF)

- Founded 1946

- Headquarters Anand, Gujarat, India

- Product Range Milk, Butter, Cheese, Ice Cream, Yogurt, Paneer, Ghee, and
other dairy products.

- Market Presence Amul is present across India and has an international

presence in over 60 countries.

2. History and Evolution

Amul was established in response to the exploitation of milk producers by
middlemen, and it helped to establish a model for dairy production and
distribution. It started with the cooperative movement spearheaded by Dr.
Verghese Kurien, known as the "Father of the White Revolution" in India. The
cooperative system has been instrumental in empowering local dairy farmers
and improving India's dairy sector.

3. Business Model
- Cooperative Model : Amul operates under a cooperative model where
millions of farmers are its stakeholders. These farmers supply milk and dairy
products to local cooperatives, which are then processed and marketed by
GCMMF.
- Milk Collection and Processing : Amul’s milk collection network involves
over 36 million dairy farmers and more than 18,000 village cooperative
societies. It processes millions of liters of milk daily through a network of
processing plants.

- Distribution Network Amul’s milk and dairy products are available in more
than 3 million retail outlets across India. The company has a robust supply chain
that ensures a steady supply of fresh products.

4. Key Products
Amul is best known for its Amul Milk and Amul Butter but its product range
includes:

- Milk Amul offers various types of milk, including full cream, toned, double-
toned, and skimmed milk, catering to different consumer needs.

- Dairy Products Amul has a comprehensive range of dairy products, such as

butter, cheese, paneer, curd, and ghee.

- Frozen Desserts and Ice Cream Amul also produces a wide range of ice
cream and frozen desserts, including cones, cups, and family packs in numerous
flavors.

- Health and Nutrition In recent years, Amul has expanded into functional
foods and beverages, including products fortified with vitamins and minerals.

5. Market and Position

- Market Share Amul is one of the largest dairy brands in India and a major
player in the global dairy market. Amul has a market share of over 40% in the
Indian organized dairy sector.

- Brand Recognition Amul is one of the most trusted and popular dairy brands
in India. Its advertising campaigns, notably the Amul Butter Girl ads, have
been a major part of its success.
- International Presence Apart from the domestic market, Amul has a
significant presence in international markets, including the Middle East, the
U.S., Canada, Europe, and Southeast Asia.

6. Competitive Advantage
- Quality and Affordability Amul’s products are known for their quality and
consistency. They have a strong reputation for maintaining high standards in
product quality at competitive prices.

- Cooperative Model The cooperative model ensures that profits are distributed
among farmers, which helps in maintaining strong relationships with suppliers
and also keeps costs under control.

- Brand Loyalty Amul enjoys strong brand loyalty due to its consistent product
quality, wide availability, and competitive pricing.

- Innovations Amul is known for innovation in dairy products, introducing new

products and variations to meet changing consumer tastes and health trends.

7. Financials
- Revenue Amul generates billions in revenue annually. While precise figures
fluctuate, GCMMF’s annual turnover (including Amul) is typically in the range
of 50,000 - 60,000 crore

- Profitability GCMMF operates on a cooperative model, which focuses on

improving the livelihoods of farmers. The organization reports strong profits,
which are reinvested into the cooperative system.

8. Challenges
- Price Fluctuations The dairy industry is highly susceptible to fluctuations in
the prices of raw milk, fodder, and other raw materials, which can affect profit
margins.

- Competition Amul faces stiff competition from other national and regional
dairy brands like Mother Dairy Britannia and local dairy producers.

- Supply Chain Ensuring the quality and freshness of milk across such a vast
supply chain remains a logistical challenge.

9. Sustainability and Corporate Social Responsibility (CSR )

Amul is committed to sustainable dairy farming practices and works towards
ensuring environmental responsibility in milk production. It is involved in
various initiatives like:

- Water conservation Promoting water-efficient farming practices.

- Animal welfare Ensuring the health and well-being of livestock in the supply
chain.

- Community Development Investing in rural areas through infrastructure,

education, and healthcare.

10. Future Outlook

- Expansion into New Markets Amul continues to expand its reach in
international markets, particularly in regions with large Indian diaspora
populations.

- Product Innovation The company will likely focus on product diversification,

particularly in health-conscious and plant-based dairy alternatives to meet
evolving consumer preferences.

- Technology Integration Further integration of technology in areas like supply

chain management, product traceability, and digital marketing will help Amul
stay competitive.
 Amul has played a significant role in transforming India’s dairy industry and
continues to be a dominant force in the market. Its cooperative structure,
innovative products, and commitment to quality and sustainability have earned
it the trust of millions of consumers across India and beyond. The brand’s
success can be attributed to its strong supply chain, focus on farmer welfare,
and its ability to adapt to changing market conditions.

Amul milk testing standards

Amul, as a leading dairy brand in India, follows strict milk testing and quality
control standards to ensure that its products are safe, pure, and of high quality.
The testing protocols employed by Amul are aligned with national and
international standards for dairy products. Here's an overview of the **milk
testing standards that Amul adheres to:

1. Milk Collection and Initial Testing

Amul's milk collection process begins at the village cooperative societies
where milk from millions of farmers is collected daily. The milk undergoes
several tests before it is accepted into the supply chain.

- Quality Tests at Collection Centers :

- Fat Content The milk is tested for fat percentage to ensure it meets the
required specifications for different milk types (e.g., full cream, toned, double-
toned).
 - Solid Not Fat (SNF ) The amount of non-fat solids in the milk is measured to
ensure it falls within acceptable limits. This includes proteins, minerals, and
lactose.

- Adulteration Check Tests are conducted to detect common adulterants like

detergents, starch, urea, synthetic milk, and other harmful substances.

- Temperature Check Milk is also checked for temperature to ensure it is

within the prescribed range (below 4°C) during transportation, which prevents
bacterial growth.

2. Processing and Pasteurization

Once the milk reaches the Amul processing plants, it undergoes several critical
steps to ensure safety and quality.

- Pasteurization

- Purpose Milk is pasteurized to kill harmful bacteria and pathogens without

altering its nutritional quality. Amul follows the High Temperature Short Time
(HTST method, where milk is heated to temperatures of 72–75°C for 15–20
seconds and then rapidly cooled.

- Microbial Testing After pasteurization, Amul conducts tests to ensure that

the milk is free from harmful bacteria like E. Coli Salmonella and Listeria

- Homogenization This is done to break down fat molecules, ensuring that the
milk has a smooth and consistent texture. The process helps prevent cream from
separating from the milk, especially in full cream and toned milk variants.

3. Quality Control and Testing Post-Processing

After pasteurization and homogenization, Amul conducts multiple tests to
ensure the quality and safety of the milk before it is packaged and sent for
distribution.

- Physicochemical Tests

- Fat and SNF The fat content and SNF are rechecked to ensure they meet the
specified levels.

- pH Level The pH of milk is tested to make sure it is within the acceptable

range (around 6.5 to 6.7). A significant deviation in pH could indicate spoilage
or contamination.

- Density The density of milk is measured to check for adulteration, as

watered-down milk or milk with added substances can alter its density.

- Microbiological Testing

- Amul follows the Food Safety and Standards Authority of India (FSSAI )
guidelines for microbial testing. This includes checking for:

- Total Plate Count (TPC ) The TPC is a general indicator of microbial load.
It is used to assess the cleanliness and hygienic conditions under which the milk
is processed.

- Coliform Count Coliform bacteria are a general indicator of

contamination, particularly from fecal matter. Amul ensures that the coliform
count is within safe limits.

- Pathogenic Bacteria Testing Testing for Salmonella Listeria and E. Coli

to ensure the milk is free from harmful pathogens.

- Sensory Tests

- Taste and Smell The milk is tasted and smelled to check for any off-flavors,
which could indicate spoilage or poor handling during collection and transport.
 4. Packaging and Storage
Once the milk passes all quality checks, it is packed in various forms like
pouches, tetra packs, and bottles. Packaging is done under sanitary conditions
to avoid contamination.

- Packaging Integrity Test Packaging integrity is tested to ensure there are no

leaks or damages, which could compromise the quality of the milk.

- Shelf Life Testing Samples of packaged milk are tested to ensure that they
will retain freshness for the entire shelf life. This involves storing milk at
different temperatures and testing it for quality after a certain period.

5. Laboratory and Technological Support

Amul has state-of-the-art laboratories where advanced testing technologies are
employed to check various parameters:

- Chromatographic Analysis Used for detecting the presence of adulterants like

starch, detergents, and synthetic milk.

- Spectrophotometry This is used to measure the levels of specific components

like proteins, fats, and vitamins in milk.

- Microbiological Testing Amul uses advanced microbiological equipment and

kits to detect harmful bacteria in milk.

6. Compliance with FSSAI Standards

Amul complies with the standards set by the Food Safety and Standards
Authority of India (FSSAI The FSSAI regulations dictate:

- Maximum Adulterant Limits Ensuring that milk does not contain harmful
additives or adulterants like urea, detergent, or synthetic milk.
- Nutritional Labeling The nutritional composition of milk is tested to ensure it
aligns with what is declared on the packaging, including the fat, protein,
calcium, and vitamin content.

- Safety Compliance with all safety regulations related to processing, handling,

and distribution to ensure the milk is safe for consumption.

7. Consumer Trust and Transparency

Amul’s strong commitment to quality is reflected in the trust it has earned from
millions of consumers. The company is transparent about its quality control
measures and testing processes, often publishing information about the steps it
takes to ensure purity and safety.

Summary of Key Testing

Standards at Amul:
- Adulteration Testing Ensuring milk is free from urea, synthetic milk, starch,
detergents, and other adulterants.

- Microbiological Safety Testing for harmful bacteria such as E. Coli

Salmonella and Listeria

- Nutritional Content Regular testing for fat content, solids-not-fat (SNF),

proteins, calcium, and vitamins to meet standard nutritional norms.

- Sensory Tests Regular checks for taste, smell, and overall sensory appeal.

- Packaging Integrity Ensuring packaging maintains milk’s freshness and

safety.

- FSSAI Compliance Full adherence to national food safety standards and

guidelines.

Amul follows stringent testing standards at each stage of the milk supply chain,
from collection to packaging. These rigorous quality control processes ensure
that the milk is safe, pure, and nutritious, earning the trust of consumers across
India and abroad. Their adherence to FSSAI guidelines and the use of advanced
testing technologies help Amul maintain its reputation as a reliable and high-
quality dairy brand.

List Of Products Under Amul

Amul, as one of India’s largest and most trusted dairy brands, offers a wide
range of dairy and related products to cater to diverse consumer needs. Here’s a
comprehensive list of products under the **Amul** brand:

1. Milk
- Amul Full Cream Milk Rich in taste, ideal for daily consumption.

- Amul Toned Milk A balanced option with moderate fat content.

- Amul Skimmed Milk Very low-fat milk for those on a diet or with health
concerns.

- Amul Buffalo Milk High-fat milk from buffalo, preferred in certain regions.

2. Butter and Spreads

- Amul Butter The iconic yellow butter known for its creamy texture and rich
taste.
- Amul Garlic Butter Butter with a zesty garlic flavor, ideal for toast, pasta, or
spreading.

- Amul Cheese Spread Creamy, spreadable cheese with different flavors.

- Amul Pure Ghee Clarified butter, a staple in Indian cooking.

- Amul Buttermilk A light, refreshing drink made from churned curd.

3. Cheese and Dairy Products

- Amul Cheese Slices Processed cheese slices, ideal for sandwiches and
burgers.

- Amul Cheese Cubes Handy cubes of cheese for snacking or salads.

- Amul Cheese Blocks Available in various sizes for those who prefer to cut
their own slices.

- Amul Mozzarella Cheese Ideal for pizzas and Italian dishes.

- Amul Parmesan Cheese Grated cheese for Italian cuisine.

- Amul Colby Cheese A semi-soft cheese with mild flavor.

- Amul Paneer (Cottage Cheese Freshly made paneer in blocks for cooking.

- Amul Cheese Spread Available in several flavors such as classic, garlic, and
more.

- Amul Cream A rich cream, often used for cooking, desserts, and garnishing.

4. Dairy Beverages
- Amul Kool A flavored milk drink available in different flavors such as
chocolate, mango, strawberry, and more.

- Amul Lassi A traditional Indian yogurt drink, available in sweet and salted
varieties.
- Amul Shakti A nutritious drink, often marketed as a health beverage for
children.

- Amul Milkshakes Available in flavors like chocolate, mango, and banana.

5. Ice Creams
Amul has a vast range of ice creams and frozen desserts, offering many flavors:

- Amul Ice Cream Available in classic flavors like vanilla, chocolate,

strawberry, and butterscotch.

- Amul Kool Delights Ice creams in convenient sticks and cups.

- Amul Ice Cream Cones Cone-based ice creams in different flavors.

- Amul Fresh Cream Ice Cream A premium ice cream made with fresh cream.

6. Curds, Yoghurt & Other Fermented Products

- Amul Curd Fresh curd made from quality milk.

- Amul Dahi Available in small and large packs.

- Amul Greek Yogurt A thicker and creamier variant of yogurt, suitable for
smoothies or as a topping.

- Amul Probiotic Yogurt Yogurt with added probiotics for gut health.

7. Sweets & Desserts

- Amul Mithai Mate A sweetened condensed milk used for making traditional
Indian sweets like peda, burfi, and other desserts.

- Amul Khoa Used for making various Indian sweets and desserts like pedas
and burfis.
- Amul Mawa (Khoya Similar to Khoa, used for making sweets.

8. Frozen Foods
- Amul Frozen Vegetables A range of frozen vegetables like peas, mixed
vegetables, and corn.

- Amul Frozen Paratha Pre-cooked frozen parathas, available in varieties like

plain, aloo (potato), and more.

- Amul Frozen Pizzas Ready-to-eat frozen pizzas.

- Amul Ready-to-Cook Products Includes products like frozen samosas,

kachoris, and spring rolls.

9. Health and Nutritional Products

- Amul Pro A range of health drinks and nutritional beverages for children and
adults.

- Amul Protein High-protein milk for those looking to increase protein intake.

- Amul's Health Mixes Various products to support health and nutrition, such
as oats and muesli.

10. Amul International Products

In addition to domestic offerings, Amul also provides various products tailored
for international markets. These include:

- Amul Butter (International Distributed widely, including in the Middle East,

U.S., Canada, and Southeast Asia.

- Amul Cheese Available in international markets, including cheddar,

mozzarella, and processed cheese options.
 11. Cooking & Baking Ingredients
- Amul Full Cream Milk Powder A dry milk powder option for use in cooking
and baking.

- Amul Butter Powder A powdered version of butter for culinary use.

- Amul Sweetened Condensed Milk Used in a variety of desserts and sweet

dishes.

- Amul Cream Powder A convenient option for adding cream to dishes and
beverages.

- Amul Milk Powder Available for various culinary applications, such as in tea
or to make dairy-based sweets.

Amul offers a comprehensive range of products, including milk, butter, cheese,

ice creams, curds, lassi, and a variety of other dairy-based foods. With a focus
on quality and innovation, Amul has managed to cater to a wide variety of tastes
and needs across different segments, from health-conscious consumers to those
who enjoy indulgent dairy-based treats.

Whether you’re looking for a daily staple like milk and curd or indulgent treats
like ice cream and ghee, Amul has become a household name, trusted for its
quality and consistency.

Consumer Behavior Towards

Amul Milk
Amul, as a leading dairy brand in India, has a strong presence in the milk and
dairy products market, and consumer behavior towards **Amul Milk** reflects
a deep trust in its quality, consistency, and affordability. Below are key insights
into consumer behavior towards Amul Milk:

1. Trust and Brand Loyalty

- High Trust in Quality Amul is one of the most trusted dairy brands in India,
and consumers tend to rely on it for its consistent quality and purity. Amul's
reputation for adhering to strict quality control measures and safety standards
influences the purchasing decisions of many households.

- Brand Loyalty Many consumers are highly loyal to Amul Milk, often
preferring it over other brands due to its long-standing presence and reliability.
Amul has successfully built a relationship with consumers over decades,
particularly due to its association with the **White Revolution** and its
promotion of cooperative farming.

2. Affordability and Value for Money

- Economical Choice Amul Milk is considered affordable while maintaining
high-quality standards. Consumers appreciate the value for money it offers,
especially in a price-sensitive market like India. Compared to other premium
dairy brands, Amul provides a more cost-effective option without
compromising on taste and nutrition.

- Wide Accessibility Amul Milk is widely available across urban, semi-

urban, and rural areas, making it a convenient and accessible option for most
consumers. Its affordability combined with easy access is a significant factor
that drives consumer preference.

3. Taste and Consistency

- Creamy and Rich Taste Amul’s Full Cream Milk is particularly favored for
its rich, creamy texture, making it a popular choice for both direct consumption
(in tea, coffee, or by itself) and in cooking or making sweets. The taste and
consistency of Amul Milk are often cited as key factors in its popularity.
 - Consistency in Quality Consumers trust Amul Milk for its consistency.
Whether they are buying it regularly or occasionally, Amul's milk is perceived
to be uniform in flavor, fat content, and quality, which builds confidence in
consumers to make repeat purchases.

4. Health and Nutritional Benefits

- Preference for Nutritious Products Amul Milk is often associated with
being nutritious and wholesome. With its rich calcium content and added
vitamins (A, D), it is marketed as a healthy choice, especially for children,
women, and elderly consumers who need more calcium and protein.

- Health-Conscious Consumers Amul’s range of toned and double-toned

milk caters to health-conscious consumers who want to reduce fat intake but
still get the essential nutrients. The availability of skimmed milk and low-fat
milk variants has expanded Amul’s appeal to those on calorie-conscious diets.

5. Reliability and Assurance

- Purity and Safety Consumers view Amul as a brand that stands for purity.
The brand’s strict quality control and adherence to food safety standards,
including regular testing for adulteration and microbiological safety, give
consumers confidence in the milk they purchase.

- Transparency Amul’s transparency in product labeling, quality testing, and

commitment to no adulteration have earned the trust of millions of customers.
This sense of security is a key driver of consumer preference, particularly in an
era where food safety is a major concern.

6. Emotional Connection and National Pride

- Emotional Attachment Many consumers feel an emotional connection to
the Amul brand due to its roots in the Indian cooperative movement and its
contribution to rural livelihoods. This sense of national pride and support for
farmers often influences consumer decisions, as Amul Milk is seen as a product
that supports local agriculture and dairy farmers.

- Symbol of Trust in the Family For many Indian families, Amul Milk has
become a household staple, often passed down from one generation to the next.
It is considered a reliable brand for family consumption, reinforcing its strong
presence in the daily lives of millions.

7. Impact of Marketing and Advertising

- Iconic Advertising Amul’s advertising campaigns, particularly the famous
"Amul Girl" hoardings, play a significant role in shaping consumer perceptions.
The light-hearted and often topical nature of these ads keeps Amul’s brand at
the forefront of consumers' minds.

- Promotion of Product Diversity Through consistent promotion of its range

of milk variants (full cream, toned, double-toned, buffalo milk, etc.), Amul has
successfully reached different segments of consumers, including those looking
for value-based and health-conscious options.

8. Convenience and Packaging

- Convenient Packaging Amul Milk is available in various packaging
options, including pouches tetra packs and bottles which cater to different
consumer preferences. The plastic pouches, in particular, are popular due to
their affordability and ease of use.

- Packaging Innovation The availability of long-life tetra packs has also

influenced buying behavior, especially for urban consumers who may prefer the
convenience of a longer shelf life and easy storage.

9. Influence of Regional Preferences

- Regional Taste Variations While Amul enjoys a broad consumer base
across India, certain regions have a particularly high affinity for Amul Milk,
largely due to its availability and regional taste preferences. For example, in
states like **Gujarat Maharashtra and **Punjab Amul has a massive
following due to its origins and the trust built within these regions.

- Cultural Influence In certain Indian households, Amul Milk is not just a

beverage but also a key ingredient in making traditional sweets like kheer**,
gulab jamun laddoos and paneer which further strengthens its connection
with cultural practices.

10. Consumer Segmentation

- Urban Consumers In urban areas, consumers typically prefer Amul’s toned,
double-toned, and full cream milk, based on their dietary preferences. With
busy lifestyles, many urban consumers appreciate the convenience and
availability of Amul Milk in supermarkets and local stores.

- Rural Consumers In rural areas, where Amul has a robust presence through
cooperative societies, Amul Milk is often seen as a product that supports local
farmers. It is widely consumed by households and has a significant presence in
daily milk consumption.
 CONCLUSION
Customer loyalty and behavior towards Amul Milk are driven by trust,
consistency, and affordability. Amul's commitment to high-quality standards
and its reputation for purity and safety have built strong consumer trust over
decades. The brand's affordability, combined with accessible packaging options,
makes it a preferred choice for diverse consumer segments. Emotional
connections, particularly its roots in the Indian cooperative movement and
support for local farmers, further enhance customer loyalty. Amul’s consistent
product quality, wide availability, and health benefits reinforce its position as a
reliable household staple. Through engaging advertising and a strong cultural
presence, Amul continues to nurture long-term loyalty, becoming not just a
brand, but a trusted part of daily life for millions of consumers across India.