How to become an Amul distributor

How Amul’s distribution works

Amul is a brand of a co-operative federation. The Gujarat Co-operative Milk Marketing Federation (GCMMF), Anand, markets the products of 18 member district milk unions under the Amul and Sagar brands. The unions make the products; GCMMF sells them.¹

• Distributors are called “wholesale dealers”. Amul’s retail FAQ tells shopkeepers: “Amul’s wholesale dealers will supply you with the entire range of Amul products at your shop.”²
• The range moves in four streams, each stored differently (table below).² Jayen Mehta, then Amul’s COO, told Outlook Business in April 2022 that these are separate “distribution highways”, and that for chilled products “distributors have cold rooms and related infrastructure”.⁴
• Stock comes through Amul’s own chain. Amul has 100+ dairy factories and 270 of its own warehouses. Fourteen regional aggregation warehouses run a hub-and-spoke system that moves stock from the factories to its distributors. The range is more than 1,300 SKUs in 50+ categories.³
• Your local Amul office. GCMMF lists a Head Office in Anand, 11 zonal offices (Chennai, Bengaluru, Pune, South Mumbai, Ahmedabad, Bhopal, Kolkata, Guwahati, New Delhi, Lucknow, Chandigarh/Zirakpur) and 74 branch entries, from Leh to Kochi. Each gives an address, a phone and usually a [email protected] email.¹

Source for the table: Amul’s retail FAQ; a dash means it gives none.²

Not a distributorship: carrying and forwarding (C&F) work at Amul plants is given by public tender. In August 2026, AmulFed Dairy, Gandhinagar, invited bids for C&F of powder bags, ghee tins and butteroil at hired godowns. The earnest money deposit was ₹7,00,000, and bidders needed “C&F Work for 10000 MT capacity”.⁹

How to apply: the official way

1. 1

   Email distribution@amul.coop or call 1800-258-3333

   On amul.com/contact-us, under Operations, Amul lists a “Distribution” contact: toll-free 1800-258-3333 and distribution@amul.coop.⁵

2. 2

   Write to the Amul office for your area

   Open “Where to find us” on amul.com/our-cooperative and filter by Zonal office or Branch. As published:¹

   • New Delhi (zonal): GCMMF Ltd, 24/1 D Block, Institutional Area, Janakpuri, New Delhi. 011-28524336/28524337/28523598, [email protected]
   • South Mumbai (zonal): Rampart House, 4th Floor, 22A-26A, K. Dubash Marg, Mumbai. 022-22844220/22844269, [email protected]
   • Head Office: Amul Dairy Road, P B No.10, Anand, Gujarat. 02692-258506/7/8/9, 02692-240208, [email protected]
   • Other zonal emails: kolkata@, chennai@, bangalore@, lucknow@, guwahati@, pune@, ahmedabad@ and chandigarh@amul.coop
3. 3

   Register your enquiry on the channel care number

   Amul’s retail FAQ calls (022) 6852 6666 its “official channel care number” for registering an enquiry.²

4. 4

   Say which stream you can handle

   Our suggestion, since Amul publishes no format: say which of the four streams you can stock (ambient, chilled, frozen, pouch milk) and the cold room or freezers you have for it; name your town and the areas you can cover; list the companies you distribute now, your godown address and size, your vehicles, your GSTIN and how many shops you supply; and say that you can pay in advance.

What you need before you apply

No company in this series publishes a full document list. These are the registrations the law itself asks of a distributor, from the government’s own pages:

FSSAI rules a distributor must follow

• Buy and sell food only from and to FSSAI licensed or registered businesses, and keep the records. (FSSAI licence conditions)
• Give a warranty in Form E on your bill or cash memo when you sell food to a shop.
• Licences and registrations issued from 1 April 2026 do not expire; the fee is still yearly, and you may pay several years at once. (FSSAI FAQ, 27 Mar 2026)
• On the application, tick every kind of business that applies: Distributor/Supplier, Wholesale Trade, Storage/Warehouse/Cold Storage.
• Fees: the last published table is ₹100 a year for registration and ₹2,000 for a State licence for traders. FSSAI said in March 2026 that fees were reduced, so check the amount on FoSCoS when you apply.

What Amul has said about distributor money

• No registration fee. Amul’s retail FAQ: “Amul doesn't charge any registration fees from any of its Franchisees or Distributors.”²
• You pay in advance; Amul gives no credit. Jayen Mehta, then Amul’s COO, told Outlook Business in April 2022: “As Amul does not sell on credit, these guys buy from us by making advance payment and then with that margin, keep the inventory with them, have infrastructure to stock it and then have salesmen, vehicles and delivery persons sell products and collect money.” Credit you give to shops is your own risk: “They also additionally extend credit and that risk is also borne by them.”⁴
• Margin. In the same interview he said: “In India, the FMCG business operates on very thin margins. A distributor typically has a 3-5% margin, while a retailer has a 10-15% margin.” He was describing Indian FMCG in general, not giving an Amul rate card.⁴ Amul publishes no product-wise margin, and we found no credible source for one.
• How milk payments worked in 2014. R.S. Sodhi, then GCMMF’s MD, wrote in Treasury Management International in November 2014 that distribution partners bought milk on a “cash and carry” basis with no credit, gave post-dated cheques for future milk orders, and that Amul followed a “stop supplies” policy when a cheque was not honoured.¹¹ That is 12 years old. Our suggestion: ask your Amul office how payment works in your area today.
• Stock. For the long-tail range (more than 80% of its SKUs), Amul’s hub-and-spoke model moves “one week’s inventory at a time, from one level to the next”.³
• Not published: the security deposit, the investment, crate deposits, delivery timings, and how leaking, damaged or expired stock is taken back.

Fake “Amul distributorship” offers

These frauds have run for years. GCMMF went to court in January 2019 over websites that impersonated Amul and promised jobs, franchises and distributorships. The Delhi High Court ordered them blocked and barred domain registrars from selling “Amul” domains; victims had paid into accounts with names like “Amul Brand Pvt Ltd” and “Amul Union Ltd”, MediaNama reported in August 2020.¹² Amul sent legal notices to Google India and GoDaddy over fake “Amul Parlour” and distributor search ads running since September 2018, The News Minute (IANS) reported in January 2019.¹³ The Delhi Police cyber cell arrested four people for fake websites of brands including Amul that promised dealerships, The Tribune (PTI) reported in September 2021.¹⁴

The common patterns of these frauds are in our main guide.

Once you are appointed: what the work looks like

• You pay before the stock moves. Then the stock, the salesmen, the vehicles and the delivery staff are yours, and so is collecting from shops.⁴
• You hold the cold chain for what you carry: chilled products at or below 4°C, frozen at −28°C or below.²
• Shops can order on Amul Cart, Amul’s B2B app, where a retailer browses the whole range and places orders “which will then be serviced through assigned channel partners”. That channel partner is the distributor.³
• Amul Mart is a separate B2B platform for channel partners to use Amul’s trade-promotion schemes.³
• Amul has piloted D2R (direct to retailer) “at multiple locations”, servicing retailers directly “in specific geographies”.³ Our suggestion: ask your Amul office whether your area is one of them before you invest.

Questions people ask