Thread by @stockifi_Invest

Mega-Thread on AMUL: How India became the World's largest milk Producer via @Amul_Coop

1) In 1947, India was a milk deficit country, and we were importing milk from countries like New Zealand.

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2) Today India is the world's largest milk producer, with 22% of global production, followed by the United States of America, China, Pakistan, and Brazil.

3) The brand name Amul comes from Amoolya word of Indian origin that means priceless.
Amul has a reputation as a company owned by farmers because of its revenue distribution and intentions.
At present, 3.6 million farmers and their families are leading a great life due to Amul.

4) Since the start, Amul has given 80% of its revenue to farmers who provide milk to the company. If you buy any product of Amul, 80% goes to the farmers.
Amul achieves all the other operations and distribution from the remaining 20%.

5) The Amul came into being because of the exploitation of local milk producers by the agents of the Polson dairy.
The milk prices were decided randomly as the government gave monopolistic rights to Polson to collect milk from Kaira dairy farmers to supply it to Mumbai.

6) After observing the discriminative treatment towards the farmers, Sardar Vallabhbhai Patel suggested farmers of Kaira frame an organization under the administration of their leader Tribhuvandas Patel.

7) With Sardar Patel's guidance and Tribhuvandas Patel's leadership, Kaira District Co-usable Milk Producers Union (KDCMPUL) was formed to supply milk directly to the Bombay Milk Scheme rather than relying on Polson

8) India is the biggest maker of milk and milk products globally.
The White Revolution, started by Dr. Verghese Kurien, who is popularly known as the founder of Amul, led us to this status.
It was Tribhuvandas Patel who convinced Dr Kurien in 1949 to aid in the White Revolution.

9) In 1966, Amul hired Sylvester da Cunha to design an ad campaign for Amul Butter.
He came up with a campaign as a series of hoardings with topics related to day-to-day issues.
The campaign earned a Guinness World Record for the longest-running ad campaign in the world.

10) Everyone recognizes Amul's girl and their tagline!
The hand-drawn illustration was the brainchild of Sylvester DaCunha and art director Eustace Fernandes. Nisha DaCunha, the wife of Sylvester, formed the excellent tagline- Utterly Butterly Delicious.

11) The hand-drawn cartoon of the Amul girl was created as a response to Amul's rival brand Polson's butter girl in Anand.

12) On 31st October 1964, Shri Lal Bahadur Shastri, Prime Minister of India, visited Anand to inaugurate the Cattle Feed Factory of Amul at Kanjari.
He spent a whole night with farmers in a village as he was acutely curious to understand the success of this company.

13) Amul is neither a public company nor a private company. Today Amul is managed by Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF).
GCMMF is a collegial body that covers 3.6 million milk producers of Gujarat.

14) Today, India is the biggest maker of milk and milk products globally.
The White Revolution, started by Dr. Verghese Kurien, who is popularly known as the founder of Amul, led us to this status.

15) Amul follows the 'branded house architecture' way meaning they promote all its products under a common brand name – Amul. Their focus is on promoting the parent brand rather than individual products.
This way, Amul gains more brand visibility and spends lesser on marketing.

16) Amul commenced from one village producing 300 liters of milk and later scaled it up to run in more than 18,600 villages, producing 30 million liters of milk every day.

17) Besides milk now, Amul offers 50 various dairy products like Milk-powder, Ghee, Cheese, Curd, Yoghurt, buttermilk, Chocolate, and Ice-cream. For the last 2 years, Amul launched 2 products every month as part of its rapid expansion strategy.

18) Amul submitted a plan to The Government of India, aiming to make India a global hub for mozzarella cheese exports made of buffalo milk. The brand has plans to invest around INR 200 crore.

19) Amul has already launched Indian Desi Cow Milk(A2 milk) which boosts mind power. And, now, it has also launched Camel Milk for the first time in India.
Amul sure knows the art of keeping customers astonished.

20) Amul, in the 1960s, became the first brand in the world to make skimmed milk powder from buffalo milk.
Amul constantly keeps on innovating, launching new products, creating creative marketing campaigns, and challenges traditional societal trends to come with better ones.

21) At present, Amul holds an 85% market share in the butter market, 66% market share in cheese, a 63% share in infant milk, and a 45% market share in dairy whiteners.
Amul is also the Market Leader in Cheese.

22) In 2020, The Amul gathering's turnover surpassed Rs 45,000 crores which is 13% higher than in 2019.
In March 2020, The Gujarat Cooperative Milk Marketing Federation Ltd revealed Amul's revenue stood at INR 38,550 crores (US$5.4 billion) in 2020.

23) Thanks to Amul! India is one of the 5 largest butter export countries in the world by growing exports by 47.4% compared to 2018 and @Amul_Coop is the world’s largest vegetarian cheese brand

24) Amul only spends around 1% to 2% on its marketing budget, whereas its competitors and other FMCG companies spend 8-10%.

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