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Gujarat Cooperative Milk Marketing Federation -
September 16th, 2010
Gujarat Cooperative Milk Marketing Federation
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. 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: 12 district cooperative milk producers' Union
No. Of Producer Members: 2.12 million
No. Of Village Societies: 10,411
Total Milk handling capacity: 6.1 million liters per day
Milk collection (Total - 1999-00): 1.59 billion liters
Milk collection (Daily Average 1999-00): 4.47 million liters
Milk Drying Capacity: 450 metric Tons per day
Cattlefeed manufacturing Capacity: 1450 Mts per day
Amul products was launched in market by Kaira District Co-operative Producers Union ltd. the union choose Amul as brand name a variant of Amulya. AMUL means "priceless" in Sanskrit.
A quality control expert Anand suggested the brand name “Amul,” from the Sanskrit “Amoolya”. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.
The product was initially advertised on hoardings as main medium. The “Utterly Butterly” ad campaign soon became popular. In 1973 an apex organisation was formed GCMMF ltd., which integrated activities of district unions to oversee the marketing of their product.
GCMMF set up a network of thousands of stockiest catering to over 4 lakh retail outlets throughout in India. GCMMF has invested nearly Rs. 100 crore in establishing cold chain from Gujarat to rest of the country. Products like Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk etc. were transported over long distances in its refrigerated vans and through its 39 C&F agents and 17000 distributors.
Few multinationals were successful in competing with multinational even in relatively high end products categories such as milk products, infant foods, and chocolates where it managed to price its products competitively.
(Turnover: Rs.18.8 billion in 1997-98). Today Amul is a symbol of many things, of high-quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers' organisation and have a proven model for dairy development.
It had its roots in a strike of milk producers' unions against the British colonial administration over 50 years ago. A few decades later, the Gujarat Cooperative Milk Marketing Federation (GCMMF) became India's largest food products marketing organisation.
Today, GCMMF's Amul brand of milk products receives business queries from dozens of countries, ranging from the U.S. and the Netherlands to Singapore and New Zealand - thanks to an innovative marketing campaign on the World Wide Web.
Advertising on the Internet has helped them develop business contacts in many countries. They have invited us to visit their site to get a first hand understanding of their operations, product range, and of course, the advertisements.
The round-eyed, chubby-cheeked Amul Moppet has been a wildly popular advertising fixture, with its punchy one-liners amusing Indian viewers from bus stands, lamp kiosks and billboards for over thirty years. Amul's Web site was launched in March 1996 by an initiative of the marketing department, in consultation with the information systems division; the site is designed and hosted by Mumbai-based Ravi Database Consultants (which also hosts the India-World and India-Line sites).
Created in 1966 by an advertising team headed by Sylvester daCunha. For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever.
The ultimate compliment to the butter came when a British company recently launched butter and called it Utterly Butterly, a fitting recognition of the "Thoroughbred, Utterly Butterly Delicious Amul." Every week, Amul's topical ads for its butter products are posted on its Web site, along with recipes for Indian dishes featuring Amul products. Archives of hundreds of topical dating back to 1979 are available on the site. The topical have also been carried every day on the India-World home page.
Bombay: Summer of 1967. “A Charni Road flat. Mrs. Sheela Mane, a 28-year-old housewife is out in the balcony drying clothes. From her second floor flat she can see her neighbours on the road. There are other people too. The crowd seems to be growing larger by the minute. Unable to curb her curiosity Sheela Mane hurries down to see what all the commotion is about. She expects the worst but can see no signs of an accident. It is her four-year-old who draws her attention to the hoarding that has come up overnight.
"It was the first Amul hoarding that was put up in Mumbai," recalls Sheela Mane. " People loved it. I remember it was our favourite topic of discussion for the next one week! Everywhere we went somehow or the other the campaign always seemed to crop up in our conversation."”
Strategically placed hoardings at many traffic lights, she is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). How often have they stopped, looked, chuckled at the Amul hoarding that casts her sometime as the coy, shy Madhuri, a bold sensuous Urmila or simply as herself, dressed in her little polka dotted dress and a red and white bow, holding out her favourite packet of butter.
For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. The ultimate compliment to the butter came when a British company recently launched butter and called it Utterly Butterly, a fitting recognition of the "Thoroughbred, Utterly Butterly Delicious Amul."
From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease laughter out of them. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun.