DISTRIBUTION STRATEGY OF AN ORGANIZATION WITH REFERENCE TO AMUL MILK DIARY

Abstract

Amul's performance is influenced by its distribution strategy, which ensures that its products are consistently accessible, fresh, and available in a variety of regions. Amul establishes a system to connect with consumers in both urban and rural areas by means of online platforms, wholesale agreements, and direct retail stores. Regional centers and cold storage facilities are critical components of the supply chain that facilitate the efficient distribution of dairy products from production to the end user. By integrating traditional and digital channels to adapt to evolving consumer demands, it is feasible to enhance market penetration and efficiency. An efficient logistics design can result in long-term growth, consumer satisfaction, and brand loyalty, as demonstrated by Amul's distribution network.