FEATURES Amul has built a rock-solid brand image in the minds of Indian consumers — according to Brand Equity’s annual survey of India’s Most Trusted Brands Amul, is the largest food brand in India and world's Largest Milk Brand Amul has made India the largest producer of milk& milk products

HISTORY The brand name Amul, sourced from the SANSKRIT word “Amoolya” means priceless. It was suggested by a quality control expert in ANAND DR VERGESE KURIEN, the chairman of the GCMMF, is recognised as the man behind the success of Amul The story of Amul (Anand Milk Union Limited) started in 1946 with 247 litres of milk to do away with the exploitation of middlemen in milk collection and give the villagers maximum returns.

Products of the company Amul is the 12th Most Trusted brand amongst consumer product brands of Indian origin The country's largest food company, Amul, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk Amul has also made forays into related segments like pizzas, soups, sauces & even ice creams

TURNOVER OF THE COMPANY In , Amul has an average daily milk collection of 63 lakhs litres with a handling capacity of 99 lakh litres. The striking truth is that being a cooperative, it had Rs. 3,774 crore turnover and planning actively to take it up to the 10,000 crore mark. This is what makes Amul a unique, Rs 2,200 crore enterprise.

CURRENT STATUS Currently Amul has 2.6 million producer members with milk collection average of million litres per day. Besides India, Amul has entered overseas markets such as UAE,USA,BANGLADESH,AUSTRALIA,CHINA, SINGAPORE,HONGKONG.

COMPETETORS With the move by Mehsana Milk Producers’ Union to set up its own marketing and distribution network, Amul will face competition in its own backyard. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca cola’s powderade and Pepsico AMUL Plans to launch Trix, a wafer biscuit coated with rich milk chocolate, in December. Cadbury’s Perk and Munch from Nestle are other two major players in the wafer chocolate segment.

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