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Amul

Founded in 1946 to counter exploitative milk traders, Amul is now the world's largest milk cooperative, empowering 3.6 million dairy farmers with fair prices and sustainable livelihoods. It offers a diverse range of dairy products from its iconic butter and cheese to ice cream and baby food, exports to 60+ countries, operates through 18,500 milk cooperative committees and processes over 3.5 crore litres of milk daily. Known for its iconic "Utterly Butterly Delicious" Amul girl ad campaigns, Amul remains a cornerstone of India's dairy industry.

Business Challenges:

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  • Stock-outs in Q-Commerce platforms, leading to loss of sales.

Solution & Benefits:

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  • Tesser insights assisted Amul by using Spoggle’s EC-Analytics to track stockouts at a pin-code level for proactive replenishment of Amul SKUs. This led to Amul SKUs, timely replenish timely replenishments, avoiding stockouts by over 50% and consequent loss of sales. â€‹

  • ​Fluctuating demand for beverages due to unpredictable weather patterns leads to excess or deficit stocks at retail outlets.​​

  • A demand forecasting model for beverages was implemented based on past sales combined with historical weather data and forecasts, for better provisioning of stocks aligned to expected sales.​​

  • Impact of competitor product launches on the market share of Amul cheese range in Modern Trade (MT) Channel.

  • An analysis of the buying frequency and Order Quantity by MT customers was performed in conjunction with Neilsen’s market share data of Amul and its competitors, allowing them to better understand the buying behavior of customers and strategize responses.

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