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Amul turnover touches Rs 19,100 crore

Virendra Pandit
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Vipul M. Chaudhary
Vipul M. Chaudhary

GCMMF to expand reach to 700 new markets in 2013-14

With 20 per cent growth in milk procurement, Amul entered its “golden phase” in 2012-13, said the Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets the Amul brand of milk and milk products.

Announcing its results on Tuesday at its Annual General Meeting, the federation said group turnover reached Rs 19,100 crore or $3.2 billion.

GCMMF, the apex body of milk and dairying co-operatives in Gujarat, said it is passing through an era of simultaneous acceleration in demand and supply.

The federation procured and handled 16.6 million kg of milk during the winter months in 2012-13.

Leveraging several marketing and technological innovations as well as its enhanced distribution reach, GCMMF closed the year with a turnover of Rs 13,735 crore, 18 per cent more than the turnover of Rs 11,668 crore in 2011-12.

Next year, said Chairman Vipul M. Chaudhary, the target is to achieve a turnover of Rs 17,000 crore.

The Group turnover of the federation and its constituent member unions, representing unduplicated turnover of all products sold under the Amul brand in 2012-13, was Rs 19,100 crore or $3.2 billion.

Rapid expansion

Amul’s long-life UHT milk has shown value growth of 53 per cent and sales of Amul cream also increased by 57 per cent in value terms.

Amul’s innovative milk beverages range showed quantum value growth of 27 per cent.

In ghee, the two mega-brands, Amul and Sagar, together achieved growth of 31 per cent.

Sales of Amul butter and cheese grew 18 per cent and 19 per cent, respectively, while ice-cream sales grew 21 per cent, said Chaudhary.

Saying that “rapid expansion” will be the organisation’s mantra for 2013-14, he said the 63 per cent growth in milk production in the last four years was the result of the high procurement price paid to farmers.

Better returns from dairying have motivated farmers to enhance their investments in increasing milk production.

The federation is also expanding and strengthening its four distribution highways to ensure that its products reach consumers in the remotest areas, said Chaudhary.

Distribution

In 2012-13, Amul expanded its distribution footprint to reach new geographical markets. It added 306 distributors, 65 super-stockists and 900 sub-stockists.

The plan for 2013-14 includes expanding the distribution reach to 700 new markets by adding more distributors and super-stockists. It plans to add seven new branch offices within the next few months.

Amul further consolidated its status as the largest single-brand retailer in the country by adding at least three exclusive parlours every day in 2012-13, taking the total tally of its exclusive stores to 7,000.

The federation plans to increase the parlour network to 10,000 within the next two years.

(This article was published on June 25, 2013)
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