AMUL – THE TASTE OF INDIA

Amul Butter
Product Details
Product Name Amul Butter

Description Amul Butter (Made of pure milk FAT)

Packing 100g, 500g, 50g, 20g, 8.1g

Product Specifications
Milk FAT, Min : 80%
Moisture Mix : 16%
Composition
Salt, Max : 3%
Curd, Max : 1%
Nutritional Information*
Amount per 100 g
Energy, kcal 722
Energy from Fat, kcal 720
Total Fat, g 80
Saturated fat, g 51
Cholesterol, mg 180
Nutritional Information
Sodium, mg 836
Total Carbohydrate, g 0
Sugar, g 0
Protein, g 0.5
Vitamin A, mcg 65
Not a significant source of Dietary fiber, Sugars, Vitamin C, Calcium and Iron.
* Approx Values # Not Detectable

Shelf Life Best before 12 months from packaging when stored Refrigerated at 4°C or below

Storage condition At 4°C or below

Product Features
 Amul is synonymous with Butter in India.
 Several Generation of Indian consumers have grown up with the taste of Amul Butter
for the six decades.
 Utterly Butterly Delicious taste of Amul Butter is must on breakfast table of almost
every Indian Household.
 Utterly Cute Amul Buter Girl has been a part of Indian Consumers since 1950.
 Amul Butter topical is recognized as one of the longest running advertisement
campaign in the world.
Product Application
Spread : On Bread, Parantha, Roti, Nans, Sandwitches.
Topping : Pav Bhaji, Dals, Soups, Salads, Dal, Rice.
Ingredient : Biscuits, Cakes, Breads.

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Cooking Medium : Butter Paneer Masala, Butter Corn Masala and thousands of delightful
recipes.
Available in (Segments/Markets)
Amul Butter is available in India as well as other country like UAE / Bahrain / Kuwait/ Oman /
Hong Kong / Shi Lanka / USA / Malaysia / Singapore / Qatar/ New Zealand
Also Amul Butter is available in segments like Kirana Store / Modern Format store / Amul
Parlors / Hotel & Restaurant segment / Railway and Flight Kitchen etc

INTRODUCTION TO THE COMPANY :

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.[2] The
word Amul(अअअअ) is derived from the Sanskrit word Amulya(अअअअअअ), meaning invaluable.[3]The co-
operative is also sometimes referred to as Anand Milk Union Limited.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat.[4]
Amul spurred India's White Revolution, which made the country the world's largest producer of milk and
milk products.[5] In the process Amul became the largest food brand in India and has also ventured into
markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with
the success of Amul.[6]
History[edit source | editbeta]

The Kaira District Co-operative Milk Producers' Union Ltd. was registered on 1 December 1946 as a
response to the exploitation of marginal milk producers by traders or agents of the only existing dairy,
the Polson (brand) dairy, in the small city Anand (Near Anand railway station) (in Kaira District
of Gujarat).[7] Milk producers had to travel long distances to deliver milk, which often went sour in summer,
to Polson. The prices of buffalo and cow milk were arbitrarily determined. Moreover, the government at that
time had given monopoly rights to Polson to collect milk from Anand and supply it to Bombay city.[8][9]
Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai Patel under the
leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form a cooperative and supply
milk directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low
prices).[10] He sent Morarji Desai to organise the farmers. In 1946, the milk farmers of the area went on a
strike which led to the setting up of the cooperative to collect and process milk.[9] Milk collection was
decentralized, as most producers were marginal farmers who could deliver, at most, 1–2 litres of milk per
day. Cooperatives were formed for each village too.[11]
The Cooperative was further developed and managed by Dr.Verghese Kurien along with H.M. Dalaya.
Dalaya's innovation of making skim milk powder from buffalo milk for the first time anywhere in the world
and a little later, along with Kurien's help, making it on a commercial scale,[12] led to the first modern dairy of
the cooperative at Anand, which would compete against established players in the market.
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to Anand's
neighbourhood in Gujarat, and within a short span, five unions in other districts – Mehsana, Banaskantha,
Baroda, Sabarkantha and Surat were set up.[9] In order to combine forces and expand the market while
saving on advertising and avoid competing against each other, the GCMMF, an apex marketing body of

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these district cooperatives, was set up in 1973. The Kaira Union, which had the brand name of Amul with it
since 1955, transferred it to GCMMF.[13]
In June 2013, it was reported that the Kaira District Cooperative Milk Producers Union Limited, better
known as Amul Dairy, had signed a tripartite agreement to start a dairy plant in Waterloo village in upstate
New York. The plant will initially manufacture paneer and ghee. Amul will utilize an existing dairy plant
owned by New Jersey-based NRI Piyush Patel for manufacturing. The plant is strategically located, as it
close to supply centres from where raw material is procured, and is also near New Jersey, which has a
large Indian population.[14]
Amul said that it will be able to produce and supply Amul products in the US as well as Canada, and export
it to Europe, under the arrangement.
Adding to the success, Dr. Madan Mohan Kashyap (faculty Agricultural and Engineering Department,
Punjab Agricultural University Ludhiana), Dr. Bondurant(visiting faculty) and Dr Feryll (a former student of
Dr Verghese Kurien (AMUL), visited the AMUL factory in Gujarat as a Research team headed by Dr.
Bheemsen. Shivdayal Pathak (ex-Director of the Sardar Patel Renewable Energy Research Institute) in the
1960s. A Milk Pasteurization System at Research Centre of Punjab Agricultural University (PAU)
Ludhiana was then formed under the guidance of Dr. Madan Mohan Kashyap.
Company info[edit source | editbeta]

The GCMMF is the largest food products marketing organisation of India. It is the apex organisation of the
Dairy Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in Gujarat have
created an economic network that links more than 3.1 million village milk producers with millions of
consumers in India.[citation needed] The cooperatives collect on an average 9.4[citation needed] million litres of milk
per day from their producer members, more than 70% of whom are small, marginal farmers and landless
labourers and include a sizeable population of tribal folk and people belonging to the
scheduled castes.[citation needed] The turnover of GCMMF (AMUL) during 2010–11 was 97.74
billion (US$1.6 billion). It markets the products, produced by the district milk unions in 30 dairy plants. The
farmers of Gujarat own the largest state of the art dairy plant in Asia – Mother Dairy, Gandhinagar, Gujarat
– which can handle 3.0 million litres of milk per day and process 160 MTs of milk powder daily. [15] On 18
Aug 2012, Vipul Chaudhary of Mehsana district's milk cooperative was elected chairman of GCMMF,
following a court's intervention.[16]
The three-tier "Amul Model"[edit source | editbeta]

This section needs additional citations for verification. Please help improve this
articleby adding citations to reliable sources. Unsourced material may
be challenged and removed.(February 2012)

The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy Cooperative Society
at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk
Federation at the State level. Milk collection is done at the Village Dairy Society, milk procurement and
processing at the District Milk Union and milk and milk products marketing at the State Milk Federation. The
structure was evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation
Flood Programme, it is known as the ‘Amul Model’ or ‘Anand Pattern’ of Dairy Cooperatives.
The main functions of the VDCS are:

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 Collection of surplus milk from the milk producers of the village, and payment based on quality and
quantity,
 Providing support services to the members like veterinary first aid, artificial insemination services,
cattle-feed sales, mineral mixture sales, fodder and fodder seed sales, conducting training on animal
husbandry and dairying.
 Selling liquid milk for local consumers of the village,
 Supplying milk to the District Milk Union.
District Cooperative Milk Producer's Union (Dugdh Sangh)[edit source | editbeta]
The main functions of the Union are:

 Procurement of milk from the Village Milking Societies of the District,

 Arranging transportation of raw milk from the VDCS to the Milk Union,
 Providing input services to the producers like veterinary care, artificial insemination services, cattle-feed
sales, mineral mixture sales, fodder and fodder seed sales,
 Conducting training on cooperative development, animal husbandry and dairying for milk producers and
conducting skill development and leadership development training for VDCS staff and Management
Committee members,
 Providing management support to the VDCS along with supervision of its activities.
 Establish chilling centres and dairy plants for processing the milk received from the villages.
 Selling liquid milk and milk products within the District
 Process milk into milk products as per the requirement of State Marketing Federation.
 Decide on the prices of milk to be paid to milk producers as well on the prices of support services
provided to members.
State Cooperative Milk Federation (Federation)[edit source | editbeta]
The main functions of the federation are as follows:

 Marketing of milk and milk products processed/manufactured by Milk Unions,

 Establish a distribution network for marketing of milk and milk products,
 Arranging transportation of milk and milk products from the Milk Unions to the market,
 Creating and maintaining a brand for marketing of milk & milk products,
 Providing support services to the Milk Unions and members like technical inputs, management support
and advisory services,
 Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions,
 Establish feeder-balancing dairy plants for processing the surplus milk of the Milk Unions,
 Arranging for common purchase of raw materials used in manufacture/packaging of milk products,
 Decide on the prices of milk and milk products to be paid to Milk Unions,
 Decide on the products to be manufactured at Milk Unions and capacity required for the same,
 Conduct long-term milk production, procurement and processing as well as marketing planning.
 Arranging finance for the Milk Unions and providing them technical know-how.
 Designing and providing training in cooperative development and technical and marketing functions.
 Conflict resolution and keeping the entire structure intact.
Today, there are around 176 cooperative dairy Unions formed by 1.25 lakh dairy cooperative societies,
having a total membership of around 13 million farmers on the same pattern, who are processing and
marketing milk and milk products profitably, be it Amul in Gujarat or Verka in Punjab, Vijaya in Andhra
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Pradesh, Milma in Kerala, Gokul in Maharashtra, Saras in Rajasthan or a Nandini in Karnataka. This
process has created more than 190 dairy processing plants spread all over India with large investments by
these farmers’ institutions. These cooperatives today collect approximately 23 million kgs. of milk per day
and pay an aggregate amount of more than Rs.125 billion to the milk producers in a year[citation needed].

Impact of the "Amul Model"[edit source | editbeta]

The effects of Operation Flood Programme are appraised by the World Bank in its recent evaluation report.
It has been proved that an investment of Rs. 20 billion over 20 years under Operation Flood Programme in
70s & 80s has contributed in increase of India’s milk production by 40 Million Metric Tonne (MMT) i.e. from
about 20 MMT in pre- Operation Flood period to more than 60 MMT at the end of Operation flood
Programme.
Thus, an incremental return of Rs. 400 billion annually have been generated by an investment of Rs.
20 billion over a period of 20 years. India’s milk production continues to increase and now stands at
90 MMT. Despite this fourfold increase in milk production, there has not been a drop in the prices of milk
during the period while production has continued to grow.
Due to this movement, the country’s milk production tripled between the years 1971 and 1996. Similarly,
the per capita milk consumption doubled from 111 gms per day in 1973 to 222 gm per day in 2000.

Achievements of GCMMF[edit source | editbeta]

 3.1 million milk producer member families

 15,760 village societies
 15 District Unions
 9.4 million liters of milk procured per day
 150 million (US$2.4 million) disbursed in cash daily
 GCMMF is the largest cooperative business of small producers with an annual turnover of 53
billion (US$840 million)
 The government of India has honoured Amul with the "Best of all categories Rajiv Gandhi National
Quality Award".
 Largest milk handling capacity in Asia
 Largest cold chain network
 48 sales offices, 5000 wholesale distributors, 7 lakh retail outlets
 Export to 37 countries worth 150 crore (US$24 million)
 Winner of APEDA award for eleven consecutive years[17]
The Amul brand[edit source | editbeta]
GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales offices
spread all over the country, more than 5000 wholesale dealers and more than 700000 retailers.
Amul became the world's largest vegetarian cheese[18] and the largest pouched-milk brand.
AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40
countries of the world. AMUL is exporting a wide variety of products which include whole and skimmed milk
powder, cottage cheese (Paneer), UHT milk, clarified butter (Ghee) and indigenous sweets.
The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and SAARC neighbours,
Singapore, The Philippines, Thailand, Japan and China, and others such as Mauritius, Australia, Hong

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Kong and a few South African countries. Its bid to enter the Japanese market in 1994 did not succeed, but
it plans to venture again.[19]
In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate to find
out Asia's top 1000 Brands.[20]
In 2013, Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust
Report, published by Trust Research Advisory. rediff.com; "India's top 20 brands: Amul is No. 1"

Products[edit source | editbeta]

Amul's product range includes milk powders, milk, butter, ghee, cheese, Masti Dahi, Yoghurt, Buttermilk,
chocolate, ice cream,cream, shrikhand, paneer, gulab jamuns, flavoured milk, basundi, Amul Pro brand and
others. Amul PRO is a recently launched brown beverage just like bournevita and horlicks offering whey
protein, DHA and essential nutrients. In January 2006, Amul launched India's first sports drink Stamina,
which competes with Coca Cola's Powerade and PepsiCo's Gatorade.[21]
Amul also offers mithaimate which competes with Milkmaid by Nestle by offering more fat% at lower price.
In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering in the
milk products segment. Other Amul brands are Amul Kool, a low calorie thirst quenching drink; Masti Butter
Milk; Kool Cafe, ready to drink coffee and India's first sports drink Stamina.
Amul's icecreams are made from milk fat and thus are icecreams in real sense of the word, while many
brands in India sell frozen desserts made from vegetable fat.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for
2007.[citation needed]

Mascot[edit source | editbeta]

Since 1967[22] Amul products' mascot has been the very recognisable "Amul baby" or Amul girl (a chubby
butter girl usually dressed inpolka dotted dress) showing up on hoardings and product wrappers with the
tagline Utterly Butterly Delicious Amul. The mascot was first used for Amul butter. But in recent years in a
second wave of ad campaign for Amul products, she has also been used for other products like ghee and
milk.
Advertising[edit source | editbeta]

An Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in between George
Fernandes andAtal Bihari Vajpayee.

In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency ASto design an
ad campaign for Amul Butter. daCunha designed an ad campaign as series of hoardings with topical ads,
relating to day-to-day issues.[23] The campaign was popular and earned a Guinness world record for the
longest running ad campaign in the world. In the 1980s, cartoon artist Kumar Morey and script writer Bharat
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Dabholkar had been involved with sketching the Amul ads; the latter rejected the trend of using celebrities
in advertisement campaigns. Dabholkar credited chairman Verghese Kurien with creating a free
atmosphere that fostered the development of the ads.[24]
Despite encountering political pressure on several occasions, daCunha's agency has made it a policy of not
backing down. Some of the more controversial Amul ads include one commenting on Naxalite uprising in
West Bengal, on the Indian Airlines employees strike, and the one depicting the Amul butter girl wearing
a Gandhi cap[23]
Amul hired DraftFCB+Ulka for the brands of Amul milk, chocolates, paneer, ghee, ice-cream.

In popular culture[edit source | editbeta]

The establishment of Amul is also known as White Revolution. The White Revolution of India inspired the
notable Indian film-makerShyam Benegal to base his film Manthan (1976) on it. The film starred Smita
Patil, Girish Karnad, Naseeruddin Shah and Amrish Puri. The film itself was financed by over five lakh rural
farmers in Gujarat who contributed Rs 2 each to the film's budget. Upon its release, these same farmers
went in truckloads to watch 'their' film, making it a commercial success., [25][26] The film was chosen for the
1977National Film Award for Best Feature Film in Hindi.

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References

1. ^ http://www.amul.com/m/organisation
2. ^ Alexander Fraser Laidlaw. Cooperatives and the Poor. A development study prepared for the
International Cooperative Alliance and the Canadian International Development Agency, 1977.
3. ^ Amul – The Taste of India. "Welcome to Amul – The Taste of India". Amul.com. Retrieved 2010-
07-12.
4. ^ The Amul Story – General Management Review[dead link]
5. ^ indiadairy.com
6. ^ Dasgupta, Manas (9 September 2012). "‘Kurien strode like a titan across the bureaucratic barriers
and obstacles’". The Hindu. Retrieved 13 September 2012.
7. ^ Ramachandran, Narayan (29 August 2010). "Corporate or cooperate?". LiveMint. Retrieved 2
February 2011.
8. ^ George, Shanti (1985). Operation flood: an appraisal of current Indian dairy policy. Delhi: Oxford
University Press.ISBN 978-0-19-561679-8.
9. ^ a b c Heredia, Ruth (1997). The Amul India story. New Delhi: Tata McGraw-Hill. p. 297. ISBN 978-
0-07-463160-7.
10.^ Suhrud, Tridip (8 April 2006). "The magic of manthan".Tehelka. Retrieved 2 February 2011.
11.^ Thapar, Romila (2001). "Seminar, Issues 497–508". Seminar.
12.^ "Economic and political weekly, Volume 6, Part 4". Economic and Political Weekly 6. 1971.
13.^ The Cheese Industry in India. Chillibreeze.
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14.^ http://timesofindia.indiatimes.com/nri/us-c

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