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Amul Document Transcript

  • 1. AmulFrom Wikipedia, the free encyclopediaThis article is about the Indian dairy cooperative. For the ancient city of Āmul along theOxus, see Türkmenabat. For the city in Iran, see Amol. Amul (ANAND MILK UNION LIMITED)Type CooperativeIndustry DairyFounded 1946Headquarters Anand, India Chairman, Kheda DistrictKey people Cooperative Milk Producers Union Limited. (KDCMPUL)Products See complete products listing.Revenue $2.15 billion (2010-11) 735 employees of Marketing Arm.Employees However, real pool consist of 2.8 million milk producersWebsite www.amul.comThe Amul Plant at Anand featuring the Milk SilosAmul ("priceless" in Hindi. The brand name "Amul," from the Sanskrit "Amoolya,"(meaning Precious) was suggested by a quality control expert in Anand.),[1] formed in 1946,is a dairy cooperative in India. It is a brand name managed by an apex cooperativeorganisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which todayis jointly owned by some 3.1 million milk producers in Gujarat, India.[2]
  • 2. Entrance of Amul factoryAmul is based in Anand, Gujarat and has been an example of a co-operative organizationssuccess in the long term. "Anyone who has seen … the dairy cooperatives in the state ofGujarat, especially the highly successful one known as AMUL, will naturally wonder whatcombination of influences and incentives is needed to multiply such a model a thousand timesover in developing regions everywhere."[3] The Amul Pattern has established itself as auniquely appropriate model for rural development. Amul has spurred the White Revolution ofIndia, which has made India the largest producer of milk and milk products in the world.[4] Itis also the worlds biggest vegetarian cheese brand .[5]Amul is the largest food brand in India and worlds Largest Pouched Milk Brand with anannual turnover of US $2.2 billion (2010-11).[6] Currently Unions making up GCMMF have3.1 million producer members with milk collection average of 9.10 million litres per day.Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Oman,Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Itsbid to enter Japanese market in 1994 did not succeed, but now it has fresh plans entering theJapanese markets.[7] Other potential markets being considered include Sri Lanka.Dr Verghese Kurien, former chairman of the GCMMF, is recognised as a key person behindthe success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union,was elected chairman of GCMMF.Contents[hide] 1 History 2 GCMMF Today 3 Company info 4 The Three-tier "Amul Model" 5 Impact of the "Amul Model" 6 Achievements of the "Amul Movement" 7 Achievements of GCMMF o 7.1 Amul Brand Building
  • 3. 8 Products 9 Mascot 10 Advertising 11 In popular culture 12 References 13 External links[edit] HistoryThe Kaira District Co-operative Milk Producers Union was registered on December 14, 1946as a response to exploitation of marginal milk producers by traders or agents of existingdairies in the small town named Anand (in Kaira District of Gujarat).[8] Milk Producers had totravel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milkwent sour as producers had to physically carry the milk in individual containers, especially inthe summer season. These agents arbitrarily decided the prices depending on the productionand the season. Milk is a commodity that has to be collected twice a day from eachcow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell itat very low prices. Moreover, the government at that time had given monopoly rights toPolson 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 nowhereamongst milk producing countries in the world because of its limitations in 1946 British Raj.Angered by the unfair and manipulative trade practices, the farmers of Kaira Districtapproached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister andHome Minister of free India) under the leadership of the local farmer leader TribhuvandasPatel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to theBombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices tothe producers).[9] He sent Morarji Desai (who later became Prime Minister of India) toorganize the farmers. In 1946, the farmers of the area went on a milk strike refusing to befurther oppressed. Thus the Kaira District Cooperative was established to collect and processmilk in the District of Kaira in 1946. Milk collection was also decentralized, as mostproducers 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 eachof these villages.The Cooperative was further developed and managed by Dr. V Kurien along with Shri H MDalaya. The first modern dairy of the Kaira Union was established at Anand. Indigenousresearch and development and technology development at the Cooperative had led to thesuccessful production of skimmed milk powder from buffalo milk – the first time on acommercial scale anywhere in the world.[citation needed]The success of the dairy co-operative movement spread rapidly in Gujarat. Within a shortspan five other district unions – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat wereorganized. In order to combine forces and expand the market while saving on advertising andavoid a situation where milk cooperatives would compete against each other it was decided toset up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, theGujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-
  • 4. operative Milk Producers‘ Union Ltd. which had established the brand name Amul in1955 decided to hand over the brand name to GCMMF (AMUL).Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, was thearchitect of India‘s White Revolution, which helped India emerge as the largest milkproducer in the world.Impressed with the development of dairy cooperatives in Kaira District and its success, ShriLal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in 1964, askedDr. V Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the NationalDairy Developed Board was formed and Operation Flood Programme was launched forreplication of the Amul Model all over India.[10][edit] GCMMF TodayGCMMF is Indias largest food products marketing organisation.[citation needed]. It is a state levelapex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to thefarmers 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 notrelated directly to its core business. Its entry into ice cream was regarded as successful due tothe large market share it was able to capture within a short period of time – primarily due tothe price differential and the brand name. It also entered the pizza business, where the baseand the recipes were made available to restaurant owners who could price it as low as 30rupees per pizza when the other players were charging upwards of 100 rupees.[edit] Company infoThe Gujarat Cooperative milk Marketing Federation Ltd, Anand (GCMMF) is the largestfood products marketing organisation of India. It is the apex organization of the DairyCooperatives of Gujarat. This State has been a pioneer in organizing dairy cooperatives andour success has not only been emulated in India but serves as a model for rest of the World.Over the last five and a half decades, Dairy Cooperatives in Gujarat have created aneconomic network that links more than 3.1 million village milk producers with millions ofconsumers in India These cooperatives collect on an average 9.4 million litres of milk per dayfrom their producer members, more than 70% of whom are small, marginal farmers andlandless labourers and include a sizeable population of tribal folk and people belonging to thescheduled castes.The turnover of GCMMF (AMUL) during 2010-11 was Rs. 97.74 billion. It markets theproducts, produced by the district milk unions in 30 dairy plants,The farmers of Gujarat ownthe largest state of the art dairy plant in Asia – Mother Dairy, Gandhinagar, Gujarat – whichcan handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily..GCMMF (AMUL)‘s Total Quality Management ensures the quality of products right fromthe starting point (milk producer) through the value chain until it reaches the consumer.Ever since the movement was launched fifty-five years ago, Gujarat‘s Dairy Cooperativeshave brought about a significant social and economic change to our rural people. The DairyCooperatives have helped in ending the exploitation of farmers and demonstrated that whenour rural producers benefit, the community and nation benefits as well.
  • 5. The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed simply as abusiness enterprise. It is an institution created by the milk producers themselves to primarilysafeguard their interest economically, socially as well as democratically. Business housescreate profit in order to distribute it to the shareholders. In the case of GCMMF the surplus isploughed back to farmers through the District Unions as well as the village societies. Thiscirculation of capital with value addition within the structure not only benefits the finalbeneficiary – the farmer – but eventually contributes to the development of the villagecommunity. This is the most significant contribution the Amul Model cooperatives has madein building the Nation.[edit] The Three-tier "Amul Model"The Amul Model is a three-tier cooperative structure. This structure consists of a DairyCooperative Society at the village level affiliated to a Milk Union at the District level whichin turn is furthler federated into a Milk Federation at the State level. The above three-tierstructure was set up in order to delegate the various functions, milk collection is done at theVillage Dairy Society, Milk Procurement & Processing at the District Milk Union and Milk& Milk Products Marketing at the State Milk Federation. This helps in eliminating not onlyinternal competition but also ensuring that economies of scale is achieved. As the abovestructure was first evolved at Amul in Gujarat and thereafter replicated all over the countryunder the Operation Flood Programme, it is known as the ‗Amul Model‘ or ‗Anand Pattern‘of Dairy Cooperatives.Responsible for Marketing of Milk & Milk Products Responsible for Procurement &Processing of Milk Responsible for Collection of Milk Responsible for Milk Production3.1 Village Dairy Cooperative Society (VDCS)The main functions of the VDCS are as follows: Collection of surplus milk from the milk producers of the village & payment based on quality & quantity Providing support services to the members like Veterinary First Aid, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, conducting training on Animal Husbandry & Dairying, etc. Selling liquid milk for local consumers of the village Supplying milk to the District Milk UnionThus, the VDCS in an independent entity managed locally by the milk producers and assistedby the District Milk Union.3.2 District Cooperative Milk Producers’ Union (Milk Union)The main functions of the Milk Union are as follows: Procurement of milk from the Village Dairy Societies of the District Arranging transportation of raw milk from the VDCS to the Milk Union. Providing input services to the producers like Veterinary Care, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, etc.
  • 6. Conducting training on Cooperative Development, Animal Husbandry & Dairying for milk producers and conducting specialised skill development & Leadership Development training for VDCS staff & Management Committee members. Providing management support to the VDCS along with regular supervision of its activities. Establish Chilling Centres & Dairy Plants for processing the milk received from the villages. Selling liquid milk & milk products within the District Process milk into various milk & milk products as per the requirement of State Marketing Federation. Decide on the prices of milk to be paid to milk producers as well on the prices of support services provided to members.3.3 State Cooperative Milk Federation (Federation) The main functions of the Federationare as follows: Marketing of milk & milk products processed / manufactured by Milk Unions. Establish distribution network for marketing of milk & milk products. Arranging transportation of milk & milk products from the Milk Unions to the market. Creating & maintaining a brand for marketing of milk & milk products (brand building). Providing support services to the Milk Unions & members like Technical Inputs, management support & advisory services. Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions. Establish feeder-balancing Dairy Plants for processing the surplus milk of the Milk Unions. Arranging for common purchase of raw materials used in manufacture / packaging of milk products. Decide on the prices of milk & milk products to be paid to Milk Unions. Decide on the products to be manufactured at various Milk Unions (product-mix) and capacity required for the same. Conduct long-term Milk Production, Procurement & Processing as well as Marketing Planning. Arranging Finance for the Milk Unions and providing them technical know-how. Designing & Providing training on Cooperative Development, Technical & Marketing functions. Conflict Resolution & keeping the entire structure intact.Today, we have around 176 cooperative dairy Unions formed by 1,25,000[quantify] dairycooperative societies having a total membership of around 13 million farmers on the samepattern, who are processing and marketing milk and milk products profitably, be it Amul inGujarat or Verka in Punjab, Vijaya in Andhra Pradesh or a Nandini in Karnataka. This entireprocess has created more than 190 dairy processing plants spread all over India with largeinvestments by these farmers‘ institutions. These cooperatives today collect approximately23 million kgs. of milk per day and pay an aggregate amount of more than Rs.125 billion tothe milk producers in a year.[edit] Impact of the "Amul Model"
  • 7. The effects of Operation Flood Programme are more appraised by the World Bank in itsrecent evaluation report. It has been proved that an investment of Rs. 20 billion over 20 yearsunder Operation Flood Programme in 70s & 80s has contributed in increase of India‘s milkproduction by 40 Million Metric Tonne (MMT) i.e. from about 20 MMT in pre- OperationFlood period to more than 60 MMT at the end of Operation flood Programme. Thus, anincremental return of Rs. 400 billion annually have been generated by an investment of Rs.20 billion over a period of 20 years. This has been the most beneficial project funded by theWorld Bank anywhere in the World. One can continue to see the effect of these efforts asIndia‘s milk production continues to increase and now stands at 90 MMT. Despite thisfourfold increase in milk production, there has not been drop in the prices of milk during theperiod and has continued to grow.Due to this movement, the country‘s milk production tripled between the years 1971 to 1996.Similarly, the per capita milk consumption doubled from 111 gms per day in 1973 to 222gms per day in 2000. Thus, these cooperatives have not just been instrumental in economicdevelopment of the rural society of India but it also has provided vital ingredient forimproving health & nutritional requirement of the Indian society. Very few industries of Indiahave such parallels of development encompassing such a large population.These dairy cooperatives have been responsible in uplifting the social & economic status ofthe women folk in particular as women are basically involved in dairying while the men arebusy with their agriculture. This has also provided a definite source of income to the womenleading to their economic emancipation.The three-tier ‗Amul Model‘ has been instrumental in bringing about the White Revolution inthe country. As per the assessment report of the World Bank on the Impact of DairyDevelopment in India, the ‗Anand Pattern‘ has demonstrated the following benefits: have multi-dimensional impacts The importance of getting government out of commercial enterprises The importance of market failure in agriculture The power & problems of participatory organisations The importance of policy[edit] Achievements of the "Amul Movement" 1. The dairy cooperatives have been able to maintain democratic structure at least at the grass-root level with the management committee of the village level unit elected from among the members in majority of the villages. 2. The dairy cooperatives have also been instrumental in bridging the social divide of caste, creed, race, religion & language at the villages, by offering open and voluntary membership.[edit] Achievements of GCMMF 3.1 million milk producer member families 15,760 village societies 15 District Unions 9.4 million liters of milk procured per day
  • 8. Rs. 150 million disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover of Rs. 53 billion The Govt. of India has honoured Amul with the ―Best of all categories Rajiv Gandhi National Quality Award‖. Largest milk handling capacity in Asia Largest Cold Chain Network 48 Sales offices, 5000 Wholesale Distributors, 7 lakh retail outlets Export to 37 countries worth Rs. 150 crores Winner of APEDA award for nine consecutive years[edit] Amul Brand BuildingGCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly50 sales offices spread all over the country, more than 5,000 wholesale dealers and more than7,00,000 retailers.AMUL is also the largest exporter of dairy products in the country. AMUL is available todayin over 40 countries of the world. AMUL is exporting a wide variety of products whichinclude Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, ClarifiedButter (Ghee) and Indigenous Sweets. The major markets are USA, West Indies, andcountries in Africa, the Gulf Region, and [SAARC] SAARCneighbours, Singapore, ThePhilippines, Thailand, Japan and China.In September 2007, Amul emerged as the leading Indian brand according to a survey bySynovate to find out Asias top 1000 Brands.[11]In 2011, Amul was named the Most Trusted brand in the Food and Beverages sector in TheBrand Trust Report,[12] published by Trust Research Advisory.Indias top 20 brands: Amul is No. 1 : Rediff.com[edit] ProductsAmuls product range includes milk powders, milk, butter, ghee, cheese, Masti Dahi,Yoghurt, Buttermilk chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, flavouredmilk, basundi, Nutramul brand and others. In January 2006, Amul plans to launch Indias firstsports drink Stamina, which will be competing with Coca Colas Powerade and PepsiCosGatorade.[13]In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its productoffering in the milk products segment. Other Amul brands are Amul Kool, a low calorie thirstquenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and Indias first sportsdrink Stamina.Amuls sugar-free Pro-Biotic Ice-cream won The International Dairy Federation MarketingAward for 2007.[citation needed][edit] Mascot
  • 9. Since 1967[14] Amul products mascot has been the very recognisable "Amul baby" (a chubbybutter girl usually dressed in polka dotted dress) showing up on hoardings and productwrappers with the equally recognisable tagline Utterly Butterly Delicious Amul.The mascotwas first used for Amul butter. But in recent years in a second wave of ad campaign for Amulproducts, she has also been used for other product like ghee and milk.[edit] AdvertisingAn Amul butter ad on Pakistans Kargil War fiasco. The image shows the "Amul baby" inbetween George Fernandes and Atal Behari Vajpayee.In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency ASto design a new ad campaign for Amul Butter. daCunha designed an add campaign as seriesof hoardings with topical ads, relating to day-to-day issues.[15] The campaign was widelypopular and earned a Guiness world record for the longest running ad campaign in the world.Since the 1980s, cartoon artist Bharat Dabholkar has been involved with sketching the Amulads, who rejected the trend of using celebrities in advertisement campaigns. Dabholkarcredited chairman Varghese Kurien with creating a free atmosphere that fostered thedevelopment of the ads.[16]Despite encountering political pressure on several occasions, daCunhas agency has made it apolicy of not backing down. Some of the more controversial Amul ads include onecommenting on Naxalite uprising in West Bengal, on the Indian Airlines employees strike,and the one depicting the Amul butter girl wearing a Gandhi cap[15]Amul hired DraftFCB+Ulka for the brands of Amul milk, chocolates, paneer, ghee, ice-cream.[edit] In popular cultureThe establishment of Amul is also known as White Revolution. The White Revolution ofIndia inspired the notable Indian film-maker Shyam Benegal to base his film Manthan (1976)on it. The film starred Smita Patil, Girish Karnad, Naseeruddin Shah and Amrish Puri. Thefilm itself was financed by over five lakh rural farmers in Gujarat who contributed Rs 2 eachto the filmš budget. Upon its release, these same farmers went in truckloads to watch theirfilm, making it a commercial success.,[17][18] the film was chosen for the 1977 National FilmAward for Best Feature Film in Hindi. The Amul success story is taken up as a case study inmarketing in many premier management institutes across the world.The White Revolution ushered an era of plenty from a measly amount of milk production anddistribution. Aside from the great measurable success that this project was, it also
  • 10. demonstrated the power of "collective might". A small set of poor farmers of Kheda districtin Gujarat had the vision and foresight to act in a way that was good for the society and notfor the self alone. Amul: The origin The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired Operation Flood and heralded the White Revolution in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects, processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers.Creating a pattern of liberation and self-reliance for every farmer to follow. The start of a revolution The revolution started as an awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day. Top Obstacles: Springboards for success. Each failure, each obstacle, each stumbling block can be turned into a success story. In the early years, Amul had to face a number of problems. With every problem came opportunity. A chance to turn a negative into a positive. Milk by products and supplementary yield which suffered from the same lack of marketing and distribution
  • 11. facilities became encumbrances. Instead of being bogged down by their fate they wereused as stepping stones for expansion. Backward integration of the process led thecooperatives to advances in animal husbandry and veterinary practice.Milk by products: An excuse to expand.The response to these provided stimulus for further growth. For example, as themovement spread in the district, it was found that the Bombay Milk Scheme could notabsorb the extra milk collected by the Kaira Union in winter, when the production on anaverage was 2.5 times more than in summer. Thus, even by 1953, the farmer-membershad no assured market for the extra milk produced in winter. They were again forced tosell a large surplus at low rates to the middlemen. The remedy was to set up a plant toprocess milk into products like butter and milk powder. A Rs 5 million plant tomanufacture milk powder and butter was completed in 1955. In 1958, the factory wasexpanded to manufacture sweetened condensed milk. Two years later, a new wing wasadded for the manufacture of 2500 tons of roller-dried baby food and 600 tons of cheeseper year, the former based on a formula developed with the assistance of Central FoodTechnological Research Institute (CFTRI), Mysore. It was the first time anywhere in theworld that cheese or baby food was made from buffalo milk on a large, commercialscale. Another milestone was the completion of a project to manufacture balanced cattlefeed. The plant was donated by OXFAM under the Freedom From Hunger Campaign ofthe FAO.To meet the requirement of milk powder for the Defense, the Kaira Union was asked bythe Government of India in 1963 to setup additional milk drying capacity. A new dairycapable of producing 40 tons of milk powder and 20 tons of butter a day was speedilycompleted. It was declared open in 1965. The Mogar Complex where high proteinweaning food, chocolate and malted food are being made was another initiative by Amulto ensure that while it fulfilled the social responsibility to meet the demand for liquidmilk, its members were not deprived of the benefits to be had from the sale of highvalue-added products. TopCattle: From stumbling blocks to building blocks.Traditionally dairying was a subsidairy occupation of the farmers of Kaira. However, thecontribution to the farmers income was not as prominent as his attachment to dairying asa tradition handed down from one generation to the next. The milk yield from animals,which were maintained mainly on the by products of the farm, was decidedly low. Thattogether with the lack of facilities to market even the little produced rendered thescientific practice of animal husbandry irrational as well as unaffordable. The return onthe investment as well as the prospects of being able to market the product looked verybleak. It was a vicious cycle reinforced by generations of beliefs.The Kaira Union broke the cycle by not only taking upon themselves the responsibilityof collecting the marketable surplus of milk but also provided the members with everyprovision needed to enhance production. Thus the Kaira Union has full-fledgedmachinery geared to provide animal health care and breeding facilities. As early as latefifties, the Union started making high quality buffalo semen. Through village societyworkers artificial insemination service was made available to the rural animalpopulation. The Union started its mobile veterinary services to render animal health careat the farmers doorstep. Probably for the first time in the country, veterinary first aidservices, by trained personnel, were made available in the villages.The Unions 16mobile veterinary dispensaries are manned by fully qualified staff. All the villages arevisited bi-monthly, on a predetermined day, to provide animal health care. A 24-hourEmergency Service is also available at a fee (Rs. 35 for members and Rs. 100 for non-members). All the mobile veterinary vans are equipped with Radio Telephones.The Union runs a semen production center where it maintains high pedigreed Surtibuffalo bulls, Holstein Friesian bulls, Jersey bulls and 50 per cent crossbred bulls. The
  • 12. semen obtained from these bulls is used for artificial breeding of buffaloes and cowsbelonging to the farmer members of the district. The artificial insemination service hasbecome very popular because it regulates the frequency of calving in cows and buffaloesthus reducing their dry period. Not only that, a balanced feed concentrate ismanufactured in the Unions Cattle Feed Plant and sold to the members through thesocieties at cost price.Impressive though its growth, the unique feature of the Amul sagas did not lie in theextensive use of modern technology, nor the range of its products, not even the rapidinroads it made into the market for dairy products. The essence of the Amul story lies inthe breakthrough it achieved in modernizing the subsistence economy of a sector byorganizing the rural producers in the areas.The Kaira experiment: A new beginning in more ways thanone.A system which involves participation of people on such a large magnitude does notconfine itself to an isolated sector. The ripples of its turbulence affect other areas of thesociety as well. The cooperatives in the villages of Kaira are contributing to variousdesirable social changes such as: The yearly elections of the management committee and its chairman, by the members, are making the participants aware of their rights and educating them about the democratic process. Perpetuating the voluntary mix of the various ethnic and social groups twice-a- day for common causes and mutual betterment has resulted in eroding many social inequilibria. The rich and the poor, the elite and the ordinary come together to cooperate for a common cause. Live exposure to various modern technologies and their application in day-to- day life has not only made them aware of these developments but also made it easier for them to adopt these very processes for their own betterment. One might wonder whether the farmer who knows almost everything about impregnating a cow or buffalo, is also equally aware of the process in the humans and works towards planning it. More than 900 village cooperatives have created jobs for nearly 5000 people in their own villages -- without disturbing the socio-agro-system -- and thereby the exodus from the rural areas has been arrested to a great extent. The income from milk has contributed to their household economy. Besides, women, who are the major participants, now have a say in the home economy.Independent studies by various individuals and institutions have shown that as high as 48per cent of the income of the rural household in Kaira District is being derived fromdairying. Since dairying is a subsidairy occupation for the majority of the ruralpopulation, this income is helping these people not only to liberate themselves from thestronghold of poverty but also to elevate their social status.
  • 13. December 7th, 2011Latest Amul hoarding pays homage to Dev AnandKnown for its creative campaigns, this butter brand has yet again come upwith something that touches your heart and soulThe recent Amul ad that pays tribute to the late legend has opted for a caption that‘s a famoussong from his movie Hum Dono (1962). Summarising the vivacious veteran‘s life in just oneline – Main Zindagi Ka Saath nibhata chala gaya, the creative team behind the campaigncouldn‘t have come up with a better idea. As Dev saab has and always will be remembered asan evergreen person, the hoarding doesn‘t fail to mention the most prominent aspect of hispersonality, his liveliness, by labelling themselves as the ‗evergreen butter‘. The ad is sure totake you back to the black and white era of celluloid, wherein everything was as soulful andindigenous as the hearty Dev Anand. We appreciate the brand‘s initiative of coming up with aconcept that venerates the most exuberant man of Indian cinema without sounding buttery,however ironic it may sound. And the creative tinge in the poster makes it all the moreinteresting, just the way a typical Amul hoarding has been since ages….Case Study - Brand Amul The Taste of India
  • 14. AMUL- The Taste of IndiaBorn: 1946, christened in 1955n 1955History: Originally marketed by the Kaira District Cooperative Milk Producers‘ Union,Anand, it was taken over by the Gujarat Cooperative Milk Marketing Federation (GCMMF)in 1973Status: Has a 15% market share in the Rs15,000 crore milk category, and a 37% share in theRs900 crore organized ice-cream segment.Starting with milk and milk powder, the Amul brand today covers a range of dairyproducts—from chocolates to cheese and, of course, butterBrand story: If a brand‘s value is to be judged by the ease with which it can be recalled, thenAmul‘s marketing campaign wins hands down.With its clever use of topical events, Amul‘s utterly butterly campaign—it has the distinctionof entering the Guinness World Records as the longest running campaign—has won thebrand several accolades.Playing the role of a social observer, its weekly comments have tickled India‘s funny bonesince 1967, when Sylvester Da Cunha‘s irrepressible Amul girl first had her say.But what‘s kept the brand going all these years? ―We have changed the packag ing, ourtechnology and our approach to mar keting based on the changing taste buds of ourconsumers.However, the only thing that has helped us sail smoothly is that we have not changed our corevalues—give the best quality product to the consumer, and the best possible price. It holdstrue in any era,‖ says B.M. Vyas, managing director, GCMMF.In fact, it is not just the core values at Amul that have remained the same; the core teamassociated with the brand is still the same. Even the advertising agency hasn‘t changed, andDa Cunha and FCB Ulka, have played a pivotal role in the growth of Amul.―This has helped us maintain consistency in our communication. Our strategy of umbrellabranding has also helped establish our brand firmly in people‘s minds. This, despite the factthat we do not spend more than 1% of our turnover for marketing, compared with 7-8%(spent) by most of the food and consumer product companies,‖ R.S. Sodhi, head ofmarketing, GCMMF, says.From Utterly butterly delicious Amul to The Taste of India, Amul continues to be the toast ofthe country.
  • 15. Amul ProductsWe are supplying a vast range of milk products manufactured by AMUL which are bestfor as health aspect are concerned. From our end, we assure that all the products undergostringent tests in order to maintain their quality.Amul DessertsWe are offering a qualitative range of Amul deserts that are widely demanded in the market.Following are the various types of Amul products we are supplying like: Amul Ice Creams Amul Mithaee Gulab Jamuns Pure Khoya Gulab Jamums Amul Chocolates Amul Lassee Amul Basundi.Send EnquiryAmul Products For Cooking
  • 16. Our company offers a large range of Amul products for cooking that have delicious taste,nutrition and thus give health benefits.Following are the various products of Amul products for cooking we are offering: Amul / Sagar PureGhee (100g / 500g / 1kg / 2kg / 5kg) Amul Malai Paneer (250 g/ 500 g) Mithai Mate Sweetened Condensed Milk Masti Dahi.Send EnquiryPasteurized MilkOver the years, milk has changed its forms. Today, milk is consumed in form of pasteurizedmilk, which gives a good change in the typical taste of milk. Our drinks have nutritious valuewith quality features, which is good alternative for milk. Provided with safe packing, theseare not exposed to dirt and impurities.
  • 17. Following are the kinds of milk we are offering: Toned Double Toned Full Cream Probiotic Milk Flavored MilkSend EnquiryAds by GoogleFair & LovelyThis Winter Do Not CompromiseOn Fairness, Use fair & Lovely!facebook.com/fairandlovelyindiaGoat milk powderHigh quality goat milk powderfor use in a wide variety of foodswww.goat-milk-powder.comStay HealthyStart Healthy Stay Healthy - Makinggood nutrition a way of life !www.StartHealthyStayHealthy.in Related Product Catalogs Nahar Frozen Foods & Ice Cream Pvt. Ltd. Supplier and manufacturer Keshav Milk Products Sri Venkateshwaraa Agro of milk products such as Private Limited Foods matka kulfi, classic casatta, Supplying and Manufacturing and ice cream, cake ice-creams, manufacturing of dairy supplying milk and dairy ice creams novelties, carry products, white butter, products, amirtha cow milk, home pack ice cream, skimmed milk concentrates, amritha milk, amritha fresh chocolate ice cream and cake milk powder, skimmed milk milk, calcium buttermilk, ice-creams used for powder, standardized milk, butter milk, amirtha flavored anniversaries. full cream milk and pure milk, calcium milk and
  • 18. desi ghee. industrial dairy products.View more details View more details