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Amul

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Supply chain model at Amul

GCMMF- Gujarat Co-operative Milk Marketing Federation
MUs- Member Unions
VCs- Village Co-operatives

The farmers bring the milk to the village cooperatives in their bicycles. The milk is then channelized to the member unions located in various states in India. These member unions are independent organizations involved in the process of milk production. The head office of GCMMF is located at Anand. The entire market is divided into five zones. The zonal headquarters are located in Ahmedabad, Mumbai, New Delhi, Kolkata and Chennai. Moreover there are 49 depots located across the country and GCMMF also caters to 13 export markets.

Amul has an excellent distribution channel. As milk is a perishable product and Amul is spread all over India. It has a robust logistic system consisting of milk vans, tanker lorries and rail wagons to supply its finished products to various parts of the country.

Distribution channel in Amul

FARMERS
FARMERS

VCs (without chilling units)
VCs (without chilling units)

CONSUMERS
CONSUMERS
CONSUMERS
CONSUMERS
Retailers
Retailers
Home delivery contractors
Home delivery contractors
Wholesalers/ C&S
Wholesalers/ C&S
Warehouses
Warehouses
Chilling units
Chilling units
Milk processing units
Milk processing units
Local residents
Local residents
Local Restaueants
Local Restaueants
VCs (with chilling units)
VCs (with chilling units)

First of all the products are stored with the warehouses from where they are dispatched to the various wholesalers who then sell it to the retailers and then the product finally reaches to the customers. In 2010, Amul had come up with the concept of Amul parlors. These are the private shops that keep the entire of product range of Amul. They also agree not to keep any competitor brands in the outlets. They can keep other brands that are in the...

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