Amul | How a brand with a huge turnover of ₹52,000 crores won the Pandemic

Amul | How a brand with a huge turnover of ₹52,000 crores won the Pandemic

One Atma Nirbhar brand has treated the dire situation into an opportunity during this global pandemic – Amul. Amul (Anand Milk Union Limited) is a dairy co-operative society based in Anand, Gujarat, and managed by the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF).

When many businesses were shut down, Amul maintained vital customer service and high supply chain efficiency by intensely preparing for a week before the lockdown. Social distancing norms were introduced in village societies starting March 17, along with new sanitization protocols.

During the lockdown, Amul announced extra cash incentives for their employees right from factory workers, sales executives, and retailers. Food and accommodation facilities were made available for workers inside dairy plants to avoid any labor shortages.

Not to leave the cattle starving, Amul even arranged fodder from states like Punjab and Haryana to feed the cattle. Amul also maintained an uninterrupted supply of packaging materials where packaging factories were located.

Amul takes pride in the fact that not a single infection was reported among plant workers; not a single liter of milk was wasted. The plant flawlessly handled over 500,000 liters of milk it received every day.

As opposed to the 2% growth of global milk production, Amul’s annual growth rate stands at 5.5% at an average of 2-4 years.

India’s dairy farmers produce enough milk to fulfill 100% of the country’s demand for milk and dairy products making India entirely self-sufficient in the dairy sector.

The Government of India’s decision to protect the interest of 36 lakhs milk producer members of Gujarat and not surrender to the demand for dairy surplus countries like New Zealand and Australia will benefit 10 crore dairy farmers.

Amul impelled India’s White Revolution, making the country the world’s most massive milk and dairy product producer.

Amul was started as a reaction against the exploitation of local milk producers at the hands of Polson Dairy, a leading dairy of that time. The costs of milk were discretionarily decided by Poulson. The administration had restrained Polson’s infrastructure rights to gather Milk from Kaira and supply it to Bombay city.

It was then that Tribhuvandas Patel, under the guidance of Sardar Patel, hired Dr. Verghese Kurien (founder-chairman of the GCMMF) to spearhead Amul’s marketing. Together, in 1948, the Kaira District Co-Operative Milk Producers Union Ltd had started pasteurizing Milk for the ‘Bombay Milk Scheme.’

In the last 55 years, Amul has become the biggest exporter of dairy items in the nation, and it is accessible in more than 40 countries. The real markets are the US, West Indies, countries in Africa, the Gulf locale, Singapore, the Philippines, Thailand, Japan, and China.

GCMMF, which markets the famous Amul brand of milk and dairy products, has registered a turnover of INR 38,542 Crores for 2019-20, which ended on March 31, 2020. In 2011, Amul was ranked the 18th largest dairy organization globally, playing its part in contributing almost 50% of the global growth in milk production.

Sources:

  1. Press Release: Milk supply won’t be disrupted
  2. Press Release: No need for panic buying of milk, other dairy products, says Amul MD
  3. Press Release: Amul brand registers record turnover of ₹52,000 crore

Picture Credits: Amul Facebook Page


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