Preliminary facts about Amul:-

Amul was formed in 1946, when there was shortage of milk in the country. Only one bottle of
milk was allowed per family. In order to address this concern, GCMMF came up with unique idea
of improvement in supply chain of milk. It created a robust distribution network consisting of 3.6
million farmers, 16117 VDC’s, 18 district unions for milk processing, 3500 distributors and 5
million retailers.

Gujarat Co-operative Milk Marketing Federation Ltd, which markets the Amul brand of milk and
dairy products, reported an 8% increase in turnover at Rs 29,220 crore for the financial year
ended March 31, 2018 and its growing at CAGR of 20% for the last 7 years. They have target to
reach turnover of Rs. 50,000 crore by 2020–21. This shows continuous growth made by Amul
over the past years. Its branded consumer products registered growth of 14% over the previous
year, with products such as cheese, butter, milk beverages, paneer, cream, buttermilk and dahi
having expanded 20-40%.
Amul has continuously enjoyed the market leader status in India for most of its products. The
following data proves the market leader status of Amul for its various milk products.
The 18 member union of GCMMF provide around 1.8 Crore liter of milk per day while they have
capacity to process 3 crore liter of milk per day.

Preliminary Hypothesis:-
The reason behind Amul being national leader in milk and milk products is its efficient supply
chain and robust distribution network. Hence, we want to study, research, analyze and validate
it.

Proposed Research Plan:-

The research methodology consists of primary as well as secondary data to be analyzed.
Primary Data: - Primary research will include talking to the employees of AMUL and contacting
the higher management which will help us to understand how the network has been able to
sustain itself for so long and why others haven’t been able to replicate it.
Secondary Data: - The data will be collected from Amul’s website, online forums, AMUL case
study, and research done on the existing model of AMUL and the distribution network, journals,
magazines, newspaper articles, etc. Along with these we will also study the operational
excellence of AMUL and innovations driving their new products and advertising plan. Also we will
study the low cost structure which has enabled AMUL to maintain its market leader status.

Submitted by: - Group 1

Chirayu Bhonsle D009
Siddhesh Deshpande D013
Akul Dogra D014
Subham Mohta D033
Sukrut Parikh D038
Saurabh Prabhu D043
Ankit Tiwari D064