• Milk and Milk Products
• ‘OYSTER’ of Global Dairy Industry
• Size of the Industry- More
than million dairy
farmers,96000 local dairy
producers cooperative union,
15 state cooperatives.
• Annual Output in the year 2014-15 was 130 MT and this might grow up to 200 MT in 2022
• Contributes about Rs. 115970 crores to the national economy (source: indianmirror.com)
• Growing at the rate of 5% per annum
• Employs approximately 8.47 million people on a yearly basis (71% women)
• 75-80% of the Indian Dairy market is still unorganized.(Source: CARE Report )
Source: NDDB and Ministry of Animal Husbandry
Figures Relating to Indian
Milk Product Mix
Satisfy taste and
value for money
• November 26,1921.Calicut,kerala
• Graduated in physics, B.E, m.S
• Farmer-owned & controlled
• Father of white revolution in india
• Automatic milk bulk vending system (m/s
• Key player not only in amul but also
anand milk federation union limited,
national dairy development board and
institute of rural management anand.
• Padma bhusan , vibhushan, PADMA sri.
Delicencing of dairy sector 1991
Section 4A of NDDB gives
exemption for income tax act
100% FDI allowed
Export restriction ( Milk powder
was banned for exports in 2012 )
cut in import duties of milk and
Automation process , technological
HACCP & ISO TQM
Net enabled kiosks
innovation in cold chain
National Diary research industries
technological Lifestyle- Fast food culture carters
more demand for ice-cream,
Culture–custom of morning tea ,
more accustomed to milk and milk
population, more health
consciousness and huge children
NDDB gives loan at 0% interest
rate and also development grants
at lower interest rates
India high GDP growth rate
implies increase in per capita
income of people and thus more
consumption of food items.
Emotional components –
Amul has carefully cultivated
its family based image.
Descriptive factor – The butter is now a
family product and has a homely image.
Positioned itself as a butter
to used in one’s daily meal.
Value for money – Best quality
KEY SUCCESS FACTORS
LOW COST PRICE STRATEGY
JUST IN TIME INVENTORY STRATEGY
ALL BRANCH DEDICATED VEHICLE
LOGISTICS, DISTRIBUTION AND SALE OF
PRODUCTS IS DONE BY THRID PARTY
ONE OF THE MOST COMPLICATED SUPPLY
CHAIN IN THE WORLD
• 50-46 conflict
• famous for Polka Dotted Frock but was not the
initial dress of mascot.
• 4000 amul butter hoarding till date.
• The ad jingle “utterly butterly delicious” was
sung by a kindergarten girl.
• Amul is India's first brand introducing pro-
biotic wellness ice cream and sugar free
delights for diabetics.
• Amul was planning to launch bottled water
under the name “narmada neer” but gave up
• 26 November is celebrated as national milk
• Guinness book of world record award for the
longest running campaign (50 Yrs).
• Focus on retail expansion in Indian cities, towns and villages –
increase branded Amul parlours to capture the consumer attention
and keep the competition at bay
• Amul can venture into offering low-fat versions of its products as
it would help capture the hearts of second and third generation
Indians in US & Global Market
• Amul can venture out on new products like dairy based sweets,
baby food products
• Amul must try to understand the cause of certain products like
Amul basundi, gulab jamoon, and chocolates etc not being very
popular. Amul need to take up thorough market research and
work on improving these products
• Though Amul’s hoardings are a huge success, it can penetrate
even better in the rural areas by advertising actively through the
media viz cable channels and newspapers. Sponsoring more
shows on TV, sports events can be of great help.