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E com case study amul

  1. 1. T.Z.A.S.P.MANDAL’S<br />PRAGATI COLLEGE OF ARTS, COMMERCE, AND SCIENCE<br />S.Y.B.Sc.(IT)<br />A CASE STUDY REPORT ON AMUL COMPANY<br />PRESENTED ON: 15TH MARCH, 2010<br />ABLY GUIDED BY Madam Mrs. Leena Firake<br />SUBMITTED BY<br /><ul><li>Ms. Ashwini Vaykole - Roll No. 14
  2. 2. Ms. Ashwini Godage - Roll No. 15
  3. 3. Ms. Priyanka Khedlekar - Roll No. 29
  4. 4. Ms. Namrita Sundarraj - Roll No. 34</li></ul>INDEX<br />Sr. No.ContentsPage No.1. Introduction2. History3. Success Story4. Current Status5. List of Products6. Annual Turnover7. Achievements8. Awards9. Implementation of E-Commerce10. Future Plans<br />INTRODUCTION<br />AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. <br /> Amul:-Anand Milk Union Limited.<br /> Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organisation. And of a proven model for dairy development. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk producers in Gujarat, India. <br />HISTORY<br />The birth of Amul at Anand provided the impetus to the cooperative dairy movement in the country. The Kaira District Cooperative Milk Producers’ Union Limited was registered on December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season. These agents arbitrarily decided the prices depending on the production and the season. Milk is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply it to Bombay city in turn. India ranked nowhere amongst milk producing countries in the world in 1946.<br />Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to the producers). He sent Morarji Desai (who later became Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages.<br />The Cooperative was further developed & managed by Dr. V Kurien along with Shri H M Dalaya. The first modern dairy of the Kaira Union was established at Anand (which popularly came to be known as AMUL dairy after its brand name). Indigenous R&D and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk – the first time on a commercial scale anywhere in the world. The foundations of a modern dairy industry in India were thus laid since India had one of the largest buffalo populations in the world.<br />The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short span five other district unions – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were organized. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producers’ Union Ltd. which had established the brand name AMUL in 1955 decided to hand over the brand name to GCMMF (AMUL). With the creation of GCMMF (AMUL), we[HYPERLINK "http://en.wikipedia.org/wiki/Wikipedia:Avoid_weasel_words" o "Wikipedia:Avoid weasel words"who?] managed to eliminate competition between Gujarat’s cooperatives while competing with the private sector as a combined stronger force. GCMMF (AMUL) has ensured remunerative returns to the farmers while providing consumers with products under the brand name AMUL.<br />This was possible due to the leadership of the founder Chairman of AMUL, Tribhuvandas Patel and the vision of the father of the White Revolution, Dr. Verghese Kurien who worked as a professional manager at AMUL. Numerous people contributed to this movement which would otherwise not have been possible.<br />Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, is the architect of India’s White Revolution, which helped India emerge as the largest milk producer in the world.<br />Impressed with the development of dairy cooperatives in Kaira District & its success, Shri Lal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in 1964, asked Dr. V Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India.<br />Operation Flood, the world’s largest dairy development programme, is based on the experience gained from the ‘Amul Model’ dairy cooperatives. The facilities at all levels are entirely farmer-owned. The cooperatives are able to build markets, supply inputs and create value-added processing. Thus, Amul Model cooperatives seem to be the most appropriate organizational force for promoting agricultural development using modern technologies and professional management and thereby generating employment for the rural masses and eradicating poverty in these undeveloped areas. India has already demonstrated the superiority of this approach.<br />SUCCESS STORY<br />Amul started off a small initiative of farmers in the Kaira district in Gujarat. Farmers who were under the clutches of middlemen for years, wanted to be independent and gain direct access to markets. They wanted to get rid of middlemen who were taking a huge share of their hard-earned profits. The Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) was registered on December 14, 1946. The unions received good support from the then home minister Vallabhbhai Patel. The farmers also owe it to Tribhuvandas Patel, a freedom fighter and a farmer himself, for helping them come together to build the enterprising organisation. It was a meeting between Tribhuvandas Patel and Verghese Kurien, who is now known as the father of the White Revolution, that paved the way for one of India's greatest success stories.The secret behind Amul's success. Empowering the farmers with a mission, the journey began to harvest the benefits of an economic revolution. Besides, getting good money for their products, job creation for hundreds of people in the villages was another big achievement. For the rural households in Kaira district, the dairy sector was their only source of regular income.<br />Initially, started for just collection and processing of milk, the society took over key support initiatives for farmers, in times of crisis and in taking care of the livestock. The union began a daunting task by supplying milk for the Bombay Milk Scheme in June 1948. Soon hundreds of farmers joined the union and subsequently the volumes increased.The mission was aptly called 'Operation Flood' by Amul.After having succeeded in the milk business, Amul turned its attention to the milk by-products business.In 1954, Kaira District Co-operative Milk Producers' Union built a plant to convert surplus milk collected during winter to milk powder and butter. This was followed by a plant to manufacture cheese and baby food.The growth went on In 1973, the milk societies decided to set up a marketing agency to market their products.It was called the Gujarat Cooperative Milk Marketing Federation (GCMMF), registered as a co-operative society in July 1973.The best part of the system is that farmers run the whole show. The GCMMF hired trained marketing professionals to market Amul products.Over the years, Amul won the trust of the customers with quality products and at the same time helped farmers by offering the right price for their products.<br />The success of the Amul model led to the similar organisations being setup by state governments throughout India. Today, the Gujarat Cooperative Milk Marketing Federation is India's largest food products marketing organisation. The 13 district cooperative milk producers' union today prides to have 2.79 million members handling 11.22 million litres of milk per day. The total milk production in 2008-2009 was 3.05 billion litres.<br />Today, Amul is among the largest food brands in India and world's largest pouched milk brand with an annual turnover of $1,504 million (2008-09).Its product range offers a god variety - milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand.Besides India, Amul has forayed into markets in Mauritius, the United Arab Emirates, the United States of America, Bangladesh, Australia, China, Singapore, Hong Kong and some of the South African countries.Amul has thus revolutionised lives in rural India and made a mark for itself in the global arena.<br />CURRENT STATUS<br /> GCMMF is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time - primarily due to the price differential and the brand name. It also entered the pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees<br />Total Number of Branches<br />GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales offices spread all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers.<br />AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40 countries of the world. AMUL is exporting a wide variety of products which include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee) and Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and [SAARC] SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China.<br />In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate to find out Asia's top 1000 Brands.[7]<br />LIST OF PRODUCTS<br /><ul><li>Breadspreads:</li></ul>Amul Butter <br />Amul Lite Low Fat Breadspread <br />Amul Cooking Butter <br />3001645314960 <br />HYPERLINK "http://www.amul.com/bread-lite.html"Amul LiteLow fat, low Cholesterol Bread Spread Amul ButterUtterly Butterly Delicious lefttop<br />Cooking Butter<br /><ul><li>Pure Ghee:
  5. 5. Amul Pure Ghee
  6. 6. Sagar Pure Ghee
  7. 7. Amul Cow Ghee </li></ul> Sagar Pure Ghee200ml Refill 500ml Pouch 1/2/5 Lit TinAmul Pure Ghee1 kg tin <br /><ul><li>Cheese Range:
  8. 8. Amul Pasteurized Processed Cheddar Cheese
  9. 9. Amul Processed Cheese Spread
  10. 10. Amul Pizza (Mozarella) Cheese
  11. 11. Amul Shredded Pizza Cheese
  12. 12. Amul Emmental Cheese
  13. 13. Amul Gouda Cheese
  14. 14. Amul Malai Paneer (cottage cheese)
  15. 15. Utterly Delicious Pizza </li></ul>Amul Pasteurised Processed Cheese100% Vegetarian Cheese made from microbial rennetAmul Cheese SpreadsTasty Cheese Spreads in 3 great flavours. <br /> <br />Amul Emmental CheeseThe Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aromaAmul Pizza Mozzarella CheesePizza cheese...makes great tasting pizzas! <br />Amul Malai PaneerReady to cook paneer to make your favourite recipes!Gouda Cheese <br /> <br />Utterly Delicious Pizza <br /><ul><li>Fresh Milk:
  16. 16. Amul Taaza Toned Milk 3% fat
  17. 17. Amul Gold Full Cream Milk 6% fat
  18. 18. Amul Shakti Standardised Milk 4.5% fat
  19. 19. Amul Slim & Trim Double Toned Milk 1.5% fat
  20. 20. Amul Saathi Skimmed Milk 0% fat
  21. 21. Amul Cow Milk </li></ul> <br />Amul Taaza Double Toned MilkAmul Shakti Toned Milk <br />Amul Gold MilkAmul Lite Slim and Trim Milk <br />Amul Fresh Cream <br /><ul><li>Infant Milk Range:
  22. 22. Amul Infant Milk Formula 1 (0-6 months)
  23. 23. Amul Infant Milk Formula 2 ( 6 months above)
  24. 24. Amulspray Infant Milk Food </li></ul>Amul Spray Infant Milk FoodStill, Mother's Milk is Best for your baby <br /><ul><li>Mithaee Range (Ethnic sweets):
  25. 25. Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
  26. 26. Amul Amrakhand
  27. 27. Amul Mithaee Gulabjamuns
  28. 28. Amul Mithaee Gulabjamun Mix
  29. 29. Amul Mithaee Kulfi Mix
  30. 30. Avsar Ladoos </li></ul>Amul ShrikhandA delicious treats, anytime.Amul Mithaee Gulab JamunsPure Khoya Gulab Jamums...best served piping hot. <br />Amul Basundi <br /><ul><li>Milk Powders:
  31. 31. Amul Full Cream Milk Powder
  32. 32. Amulya Dairy Whitener
  33. 33. Sagar Skimmed Milk Powder
  34. 34. Sagar Tea and Coffee Whitener</li></ul>Amulya Dairy WhitenerThe Richest, Purest Dairy WhitenerAmul Instant Full Cream Milk PowderA dairy in your home <br />Sagar Skimmed Milk PowderWhich is especially useful for diet preparations or for use by people on low calorie and high protein diet.<br />Sagar Tea Coffee Whitener <br /><ul><li>Sweetened Condensed Milk:
  35. 35. Amul Mithaimate Sweetened Condensed Milk</li></ul>Mithai MateSweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.<br /><ul><li>Curd Products:
  36. 36. Yogi Sweetened Flavoured Dahi (Dessert)
  37. 37. Amul Masti Dahi (fresh curd)
  38. 38. Amul Masti Spiced Butter Milk
  39. 39. Amul Lassee </li></ul>Amul Masti Spiced ButtermilkAmul introduces the Best Thirst Quenching DrinkMasti Dahi <br />Amul Lassee<br /><ul><li>Health Beverage:
  40. 40. Amul Shakti White Milk Food </li></ul>Amul Shakti Health Food Drink Available in Kesar-Almond and Chocolate flavours.<br /><ul><li>Amul Icecreams:
  41. 41. Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
  42. 42. Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)
  43. 43. Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
  44. 44. Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
  45. 45. Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)
  46. 46. Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) </li></ul>Amul Ice CreamsPremium Ice Cream made in various varieties and flavours with dry fruits and nuts.<br /><ul><li>Chocolate & Confectionery:
  47. 47. Amul Milk Chocolate
  48. 48. Amul Fruit & Nut Chocolate </li></ul>Amul ChocolatesThe perfect gift for someone you love.<br />ANNUAL TURNOVER<br />Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.<br />CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.<br />At the time Amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. Thus Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money.<br />Members:13 district cooperative milk producers' UnionNo. of Producer Members:2.79 millionNo. of Village Societies:13,328Total Milk handling capacity:11.22 million litres per dayMilk collection (Total - 2008-09):3.05 billion litresMilk collection (Daily Average 2008-09):8.4 million litresMilk Drying Capacity:626 Mts. per dayCattlefeed manufacturing Capacity:3500 Mts per day<br />ECONOMIC GROWTH<br />Currently Amul has 2.79 million producer members with milk collection average of 8.4 million litres/day. Amul's sales turnover in 2008-09 was1504 million US $.<br />Sales TurnoverRs (million)US $ (in million)1994-95111403551995-96137904001996-97155404501997-98188404551998-99221924931999-00221854932000-01225885002001-02233655002002-03274575752003-04289416162004-05292256722005-06377368502006-074277810502007-085255413252008-09671131504<br />ACHIEVEMENTS<br />Amul has been ranked at No. 21 in the world based on the milk production during the year 2007. With the stellar growth pace that it has set, Amul is likely to be move up the rankings this year. The other dairy businesses included in the ranking are Fonterra, Campina & Friesland, Dairy Farmers of America, Arla Foods, Dean Foods, etc. The hard work and determination, use of cutting-edge technology and highest quality standards right from the beginning helped Amul make strong inroads in the market place. Achievements of Amul Company are listed below: <br />2.8 million milk producer member families <br />13,759 village societies <br />13 District Unions <br />8.5 million liters of milk procured per day <br />Rs. 150 million disbursed in cash daily <br />GCMMF is the largest cooperative business of small producers with an annual turnover of Rs. 53 billion <br />The Govt. of India has honoured Amul with the “Best of all categories Rajiv Gandhi National Quality Award”. <br />Largest milk handling capacity in Asia <br />Largest Cold Chain Network <br />48 Sales offices, 3000 Wholesale Distributors, 5 lakh retail outlets <br />Export to 37 countries worth Rs. 150 crores <br />Winner of APEDA award for eleven consecutive years <br />AWARDS<br /><ul><li>GCMMF bags APEDA AWARD for 11th year in a row </li></ul> <br />GCMMF has bagged award for excellent performance in exports of dairy products for the year 2006-07 from Agricultural and Processed Food Exports Development Authority (APEDA), Minister of Commerce, New Delhi. GCMMF has won the award for 11th time. The award was received by Mr. Raveen Choudhary, our AGM (Z-I), Delhi, from Hon'ble Minister of Commerce, Shri Kamalnath, in a glittering ceremony held at Siri Fort Auditorium on 3rd June, 2008.<br /><ul><li>Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit</li></ul> <br />"Sh VK Singh, IAS, Managing Director, Punjab Cooperative Dairy Federation accepting 2007 IDF Marketing Award from Sh Jim Begg, President, International Dairy Federation for Amul Prolife Probiotic Ice Cream on 3rd Oct 2007 at World Dairy Summit, Dublin, Ireland. Sh VK Singh had kindly accepted award on behalf of GCMMF. "It’s another triumph for brand Amul. After emerging as India’s topmost brand, it has gone to win one of the world’s most prestigious awards – The International Dairy Federation Marketing Award (2007) for Amul pro-biotic ice-cream launch.<br />Announcing the award on October 03, at Dublin, Ireland on the occasion of the World Dairy Summit, Mr. Jim Begg the IDF President commented “These campaigns are excellent examples of best practise in branded and generic marketing from around the world. In markets around the world that are volatile and highly competitive, dairy products have a role in health balanced diets, and these campaigns have demonstrated the ability of well planned and executed marketing investments.” <br />GCMMF is the first and the only Indian organization to receive the 2007 IDF Marketing Award which covered three categories – Nutri-marketing, Innovation and Marketing Communication. Amul Pro-biotic Ice-cream received the award in the Nutri-marketing category. In January 2007, for the first time in India and the world GCMMF introduced the Amul range of Pro-biotic and sugar free ice-creams aimed at the health- conscious and diabetic. Probiotics are live beneficial culture which, when administered in adequate amounts, confer a beneficial health effect on the host. They help in digestion, especially of milk sugar (lactose). They improve the immune system, build stronger bones and are effective in controlling travelers’ diarrhoea. They also help in the prevention of formation and growth of colon cancer. <br />GCMMF was the first organization in the country to launch Pro-biotic food. In order to educate consumers and trade about the benefits of Pro-biotic ice- cream, GCMMF ran extensive advertising and direct marketing campaigns during the year. <br /><ul><li>Ramkrishna Bajaj National Quality Award-2003</li></ul>The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the top scorer in the service category of the prestigious IMC Ramkrishna Bajaj National Quality Award - 2003. The Certificate of Merit was presented at a glittering ceremony held at Mumbai on March 11 by the Governor of the Reserve Bank of India, Dr. Y. V. Reddy.<br />157924524130<br />GCMMF has bagged this award for adopting noteworthy quality management practices for logistics and procurement. Over the years, it has established an efficient supply chain that penetrates even the remotest corners of the country. The information systems of the Federation are comprehensive and include details on product quality, delivery performance, supplier quality, disaster recovery and all essential commercial areas, the citation reads.<br />The Ramakrishna Bajaj National Quality Award is based on framework and principles almost similar to the Malcolm Baldrige Award that is given by the President of the United States to businesses - manufacturing and service, small and large - and to education and healthcare organizations that apply and are judged to be outstanding in seven areas: leadership, strategic planning, customer and market focus, information and analysis, human resource focus, process management, and business results.<br /><ul><li>Amul - The Taste Of India (GCMMF) receives International CIO 100 Award For Resourcefulness</li></ul>GCMMF is a winner of the prestigious international CIO 100 award from IDG's CIO Magazine, USA. The 2003 CIO 100 award recognizes the organisations around the world that excel in positive business performance through resourceful IT management and best practices.<br />This CIO International IT excellence Award has recognised the Cooperative Movement & its Leadership under the "Amul" brand, initiated by Dr. V Kurien, Milkman of India, whose main Motto is to build Indian Society economically & literally strong through innovative cooperative resourceful network, so as to provide quality service & products to the end consumers and good returns to the farmer members.<br />This award has also given direction that IT need to be encouraged & adopted more & more at grass root level and bridge the digital divide through proper training, re-training so as to bring radical change & benefit to the Indian society.<br /><ul><li>Rajiv Gandhi National Quality Award - 19991506220251460</li></ul>After creating ripples in the market whether it be with a Rs. 20/- Pizza or with a "real" Ice Cream, Amul has done it again. But this time, it is not only for new product launches or giving a tough fight to best of the food companies in extremely competitive segments, it has now topped as the winner of the "Best of All" Rajiv Gandhi National Quality Award for the year, 1999. The award which is considered equivalent of Malcolm Baldrige National Quality Award of USA and European Quality Award, is the most prestigious award which recognizes achievements of an organization in terms of excellence in business results, business processes, customer satisfaction as well as societal and environmental impact<br />IMPLEMENTATION OF E-COMMERCE<br />GCMMF's technology strategy is characterized by four distinct components: new products, process technology, and complementary assets to enhance milk production and e-commerce.Few dairies of the world have the wide variety of products produced by the GCMMF network. Village societies are encouraged through subsidies to install chilling units. Automation in processing and packaging areas is common, as is HACCP certification. Amul actively pursues developments in embryo transfer and cattle breeding in order to improve cattle quality and increases in milk yields.GCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to employ Internet technologies to implement B2C commerce.Today customers can order a variety of products through the Internet and be assured of timely delivery with cash payment upon receipt. Another e-initiative underway is to provide farmers access to information relating to markets, technology and best practices in the dairy industry through net enabled kiosks in the villages.GCMMF has also implemented a Geographical Information System (GIS) at both ends of the supply chain, i.e. milk collection as well as the marketing process.Farmers now have better access to information on the output as well as support services while providing a better planning tool to marketing personnel.<br />FUTURE PLANS<br />Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad, and Surat. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country. We have created Amul Parlours at some prominent locations in the country, which are run by the company or its wholesale dealers: <br />Delhi Metro Rail Corporation <br />The Somnath Temple <br />National Institute of Design <br />Infosys Technologies in Bangalore, Mysore & Pune <br />Wipro campus in Bangalore <br />L.J. College, Ahmedabad <br />Ahmedabad Airport <br />Surat Municipal Corporation <br />Delhi Police <br />Gujarat State Raod Transport Corporation <br />Jubilee Mission Medical College, Trichur, Kerala <br />Sanjay Gandhi Hospital Parlour, Amethi <br />Indian Institute of Management, Kolkata.<br />