3. Gujarat Cooperative Milk Marketing Federation A Brand name AMUL is managed by GCMMF.GCMMF: An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Members: 13 district cooperative milk producers' Union No. of Producer Members: 2.79 million No. of Village Societies: 13,328 Total Milk handling capacity: 11.22 million liters per day Milk collection (Total - 2008-09): 3.05 billion liters Milk collection (Daily Average 2008-09): 8.4 million liters Milk Drying Capacity: 626 Mts. per day Cattle feed manufacturing Capacity: 3500 Mts per day
4. Gujarat Cooperative Milk Marketing Federation AMUL has spurred the WHITE REVOLUTION of India, which has made India the largest producer of milk and milk products in the world and the WHITE REVOLUTION has finally created a billion dollar brand. Today AMUL dairy is no. 1 in ASIA and no.2 in the world, which is matter of proud for GUJARAT and whole INDIA. AMUL has more than 150 chilling centers in various villages. Man behind the success--- DR. VERGHESE KURIEN.
5. The Board of Directors of Gujarat Co-operative Milk Marketing Federation Ltd. (Amul) the apex body of 13 Milk Unions of Gujarat having a membership of 27 lakhs farmer members have re-elected ShriParthibhaiBhatolas its Chairman in an election held on Fri, Jun 26, 2009. Under the leadership of ShBhatol, the Federation has achieved its biggest ever turnover of over Rs. 6700 Crores in 2008-09 with a growth of 28% in the year of recession. When he took over as its Chairman in 2006, the turnover was only 3770 Crores. In a span of just three years, the Federation has achieved a growth of 77% under his leadership. Shri B. M. Vyas, Managing Director and Shri R. S. Sodhi, Chief General Manager. Dr. S. K. Bhalla, General Manager (Quality Assurance)
6. AMUL BUSINESS MODEL State Marketing Federation All dairies in a state ( GCMMF in Gujarat ) 22 State Federations in INDIA. District Milk Processing Unions Every District in the State 12 District unions in Gujarat 170 unions all over INDIA Village Co-operative Societies All villages in a district 72,774 villages in INDIA. Individual MILK Producers All milk producers in a village 2.1 million in Gujarat 9.31 million in INDIA
7. AMUL’s SUPPLY CHAIN Farmer’s Village Co-operative Societies (with chilling units) Local Restaurants/other milk related business Milk sold to village & local residents Village Co-operative Societies (without chilling units) Milk Processing Unit & Warehouses Chilling Plants Network Services -Veterinary Services -Animal Husbandry -Animal food factory -Milk Can Producers -Agriculture University -Rural Mgt. Institute GCMMF Warehouses Wholesalers/C&S Retailers Home delivery contractors CONSUMERS
8. Third Party Logistics Services GCMMF Unions 3 PIL 3 POL Village societies Distributor 3rd Party Out-bound Logistics 3rd Party In-bound Logistics
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10. PLANT LAYOUT It is the grouping of equipment and operations in a factory for the greatest degree of efficiency. Plant layout is the overall arrangements of the machine tools, handling equipments, storeroom and other various accessories. required for facilitating production in a factory. These arrange are preplanned with the results that the building has been constructed to fit a layout of a process. AMUL PLANT - The total plot is nearly about 2.27 kms. (explain)
11. Production Process Collection of Raw Milk Raw milk is collected from different co-operatives of Gujarat. About 12,22,000 liters of raw milk is collected per day. Before this milk is sent to the laboratory for testing the FAT & SNF proportion, the milk is separated from the raw milk. The milk is taken from the chilling centers to AHEMDABAD with the help of trucks. After collecting the samples of milk they are taken to the laboratory where two types of test are conducted.
12. 1). ELECTRONIC MILK TEST Before pasteurizing the milk the samples are taken to the laboratory . In the laboratory with the help of machine called electronic milk tester, the proportion of SNF & FAT is checked with phosphate solution. When the color of the milk become yellow, it is sent for pasteurization. 2). METHYLINE BLUE REDUCTION TEST This test is conducted for checking for how long the milk will remain fresh. To check this, 10 ml of milk is taken and 1 ml of METHYL solution is added to it. It is then kept under water at 57 degree Celsius. After one hour if the solution losses its color then it is called raw milk. If the solution remains the same even after 5 hours than it is considered fresh milk, which remains constant for a long period of time.
13. The dairy fixes the proportion of SNF & FAT. After laboratory gives green signal and conforming the raw milk at reception dock is brought into the house connected with pump is sent to the milk processing plant. This is then chilled below 4 degree Celsius and then stored in the milk silos. After that milk is processed which has two steps ( Pasteurizing and Standardizing)
14. 2. Pasteurizing and Standardizing To pasteurize the milk means to kill the germs in the milk by a particular method which was invented by a scientist called JAMES PASTEUR and so the name pasteurization. In the pasteurization method the milk is first heated at 72 degree c to 76 degree c for 15 seconds and then it is immediately cooled below 4 degree c by this method they destroy the pathogenic bacteria present in the raw milk. But if the right degree of temperature is not provided there are chances that milk might contain germs. After this process some milk goes to eparator machine and remaining is proportionately sent for standardization. STANDARDIZATION process bifurcates the milk in 3 categories varying according to the SNF & FAT contents. The equipment named OSTA. Auto Standardization Adjusts the FAT directly. The computer is just ordered whether gold or standard milk is to be rationed and the same will be received with appropriate contents. Ready milk = Pasteurized + Standardized Pasteurizer Standardizer
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16. 3. Separation Process Separator machine separates two kinds of products, skimmed milk and cream, through channels. There are 100 disks fixed in separator machine, which revolve at 5000 rpm(revolution per minute). It is taken to the tanks, which has the capacity of 20000 liters. Whenever the milk is needed from the tank , it is tested in the laboratory and the deficit proportion FAT is added by mixing cream. This process continues for 24 hours.
17. 4). Quality Check Pasteurized milk is sent to the quality Assurance laboratory of the dairy plant. With in 14 seconds the FAT & SNF proportion is received regarding 30 lack liters of milk. The total investment put into the lab by the dairy plant is Rs. 6 crores. The laboratory only checks and analyses the powder, milk and ghee. There is a separate ice cream analyzing laboratory. 5). Packaging Process After the milk is sent for the packaging to the milk packing station in the dairy plant. In the milk packaging stations there are huge pipelines and behind them there is polyfil machine from which the material to pack milk comes out. From each of these 12 machines 100 pouches are packed in one single minute.
18. 6). Storage Then the milk is sent to the cold storage of the dairy where the milk is stored until it is dispatched. Here the milk is stored is temperature ranging from 5 degree c to 10 degree c, it is maintained with the help of exhaust fans having silicon chips. About 40000 liters of milk is dispatched from the cold storage of the dairy plant everyday. The damaged pouches are kept aside and the milk is once again put to the tank.
19. MILK POWDER For converting milk powder first of all water content is evaporated in condensing plant. By this process they get condensed milk, it is used as a raw material. There after the milk is sent to the drying plant. The spray drying plant is huge in size with a height of 70 feet. The plant is divided into many floors to enable easy use of the plant. First of all raw material i.e. condensed milk is put into the first floor of the plant along with air at 200 degree c. By this process the remaining water, which the condensed milk might have retained is also evaporated and milk comes as powder but this is not the last stage. This powder is again put into a machine called calandaria, where it is turned into a real milk powder. Its capacity is around 1000 liters per 15 minutes. Then again the milk powder is put into a Dense Waise Vessel. Here the lumps are removed and the uniform milk powder is sent up. After processing the milk powder is sent for quality checking at quality assurance laboratory. After the quality confirms the milk powder is differentiated by adding different flavors to them like elaichi, chocolate, and sugar free powder. There after they are packed in tin & boxes. Afterwards it is stored at storage department.
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21. Direct retailing Amul has recently entered into direct retailing through “ AMUL utterly delicious “ parlours created in major cities. AMUL has plans to create large chain of such outlet to be managed by franchisee through the country.
22. Reasons for Success Robust Supply Chain Low Cost Strategy AMUL SUCCESS Diverse Product Mix Strong Distribution Network Technology & e-initiatives The Brand Value of Amul-Quality,Value for money,Service,Availibility
