Amul is a dairy cooperative based in Anand, Gujarat that is jointly owned by millions of milk producers. It was established in 1946 to provide fair prices to farmers and counteract exploitation by middlemen. Amul produces a wide range of dairy products under the Amul brand including milk, butter, ghee, cheese, and ice cream. It has established itself as a successful cooperative model that has transformed India's dairy industry and provided economic opportunities for farmers.
The Particular File Contains Wholesome Details Of Amul Company .. Starting from its Products & Different Strategies & the Wholesome History Of Amul Company.
Amul was founded in 1946 in Anand, Gujarat, India to help milk producers and stop exploitation by middlemen. It grew under the leadership of Tribhuvandas Patel and Dr. Verghese Kurien. Amul operates on a cooperative model with dairy cooperatives at the village level that are federated into larger unions. This model helped India become the largest milk producer in the world. Amul is known for its low cost strategy and iconic advertising featuring the Amul girl. It has a diverse product portfolio and a strong distribution network that has helped its annual turnover grow to $3.2 billion.
This document is an internship report submitted by Rohit Pathak analyzing Amul's product development and customer feedback. It includes an executive summary, industry profile on the food industry in India focusing on dairy processing, company profile of Amul, description of Amul Pro, research methodology used, findings, and conclusion. The main task of Rohit's internship was promoting the new Amul Pro product and making it available in stores while gathering feedback from 50 retailers on their views of the product.
The document discusses the history and establishment of Amul milk in India. It details that Amul was established in 1946 as the Kaira District Co-operative Milk Producers' Union in Anand, Gujarat by dairy farmers who were frustrated by exploitation from private milk traders. Amul was formally registered as a co-operative in December 1946. It initially collected 250 liters of milk per day but has since grown significantly. Amul helped empower dairy farmers and establish a cooperative model of milk production and distribution in India. Today, Amul collects over 11 lakh liters of milk daily and has expanded its product portfolio beyond milk to include butter, ghee, cheese and other dairy products.
The document provides background information on Amul, including:
1) Amul was established in 1946 as the Kaira District Cooperative Milk Producers' Union Limited in Anand, Gujarat by dairy farmers who were previously exploited by private milk traders.
2) It was founded with the help of Sardar Vallabhbhai Patel and started pasteurizing milk for the Bombay Milk Scheme in 1948.
3) In 1955, Amul set up a milk processing plant to manufacture milk powder and butter to handle excess supply, marking its transition from a cooperative to a processed food brand.
- Amul is a dairy cooperative brand managed by the Gujarat Cooperative Milk Marketing Federation. It was established in 1946 in Anand, Gujarat in response to exploitation of milk producers.
- Amul follows a three-tier cooperative model with village dairy cooperative societies, district milk unions, and a state level milk federation. It is now the largest food brand in India.
- Amul has a large and complex supply chain involving milk collection from farmers, processing, production of dairy products, and national distribution. Coordination between different entities is crucial.
- The brand saw success by assuring farmers a market for their milk and increasing membership over time which increased milk availability. Amul continues expanding operations
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's founding in 1946 in response to exploitation of milk farmers by private traders. Amul now has over 3 million milk producer members. The document profiles Amul's organizational structure and operations, products including milk, butter, ghee, and ice cream. It analyzes the Indian and world dairy industries and Amul's role in India's White Revolution. The document also examines Amul's marketing strategies and provides profiles and analyses of new Amul Lactose Free Milk and Liquid Creamer products.
Amul was established in 1946 as a milk cooperative in Anand, Gujarat. It was founded to provide farmers an alternative to private milk traders and prevent exploitation. Amul now collects over 23 million liters of milk daily from 3.6 million milk producers. Led by Verghese Kurien, Amul pioneered the cooperative model of dairy development in India, known as the Anand Pattern. It produces dairy products under the Amul brand, which are popular across India. Amul has become a symbol of high quality and affordable products through farmers' cooperation.
The Particular File Contains Wholesome Details Of Amul Company .. Starting from its Products & Different Strategies & the Wholesome History Of Amul Company.
Amul was founded in 1946 in Anand, Gujarat, India to help milk producers and stop exploitation by middlemen. It grew under the leadership of Tribhuvandas Patel and Dr. Verghese Kurien. Amul operates on a cooperative model with dairy cooperatives at the village level that are federated into larger unions. This model helped India become the largest milk producer in the world. Amul is known for its low cost strategy and iconic advertising featuring the Amul girl. It has a diverse product portfolio and a strong distribution network that has helped its annual turnover grow to $3.2 billion.
This document is an internship report submitted by Rohit Pathak analyzing Amul's product development and customer feedback. It includes an executive summary, industry profile on the food industry in India focusing on dairy processing, company profile of Amul, description of Amul Pro, research methodology used, findings, and conclusion. The main task of Rohit's internship was promoting the new Amul Pro product and making it available in stores while gathering feedback from 50 retailers on their views of the product.
The document discusses the history and establishment of Amul milk in India. It details that Amul was established in 1946 as the Kaira District Co-operative Milk Producers' Union in Anand, Gujarat by dairy farmers who were frustrated by exploitation from private milk traders. Amul was formally registered as a co-operative in December 1946. It initially collected 250 liters of milk per day but has since grown significantly. Amul helped empower dairy farmers and establish a cooperative model of milk production and distribution in India. Today, Amul collects over 11 lakh liters of milk daily and has expanded its product portfolio beyond milk to include butter, ghee, cheese and other dairy products.
The document provides background information on Amul, including:
1) Amul was established in 1946 as the Kaira District Cooperative Milk Producers' Union Limited in Anand, Gujarat by dairy farmers who were previously exploited by private milk traders.
2) It was founded with the help of Sardar Vallabhbhai Patel and started pasteurizing milk for the Bombay Milk Scheme in 1948.
3) In 1955, Amul set up a milk processing plant to manufacture milk powder and butter to handle excess supply, marking its transition from a cooperative to a processed food brand.
- Amul is a dairy cooperative brand managed by the Gujarat Cooperative Milk Marketing Federation. It was established in 1946 in Anand, Gujarat in response to exploitation of milk producers.
- Amul follows a three-tier cooperative model with village dairy cooperative societies, district milk unions, and a state level milk federation. It is now the largest food brand in India.
- Amul has a large and complex supply chain involving milk collection from farmers, processing, production of dairy products, and national distribution. Coordination between different entities is crucial.
- The brand saw success by assuring farmers a market for their milk and increasing membership over time which increased milk availability. Amul continues expanding operations
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's founding in 1946 in response to exploitation of milk farmers by private traders. Amul now has over 3 million milk producer members. The document profiles Amul's organizational structure and operations, products including milk, butter, ghee, and ice cream. It analyzes the Indian and world dairy industries and Amul's role in India's White Revolution. The document also examines Amul's marketing strategies and provides profiles and analyses of new Amul Lactose Free Milk and Liquid Creamer products.
Amul was established in 1946 as a milk cooperative in Anand, Gujarat. It was founded to provide farmers an alternative to private milk traders and prevent exploitation. Amul now collects over 23 million liters of milk daily from 3.6 million milk producers. Led by Verghese Kurien, Amul pioneered the cooperative model of dairy development in India, known as the Anand Pattern. It produces dairy products under the Amul brand, which are popular across India. Amul has become a symbol of high quality and affordable products through farmers' cooperation.
1) Amul is a brand managed by Gujarat Cooperative Milk Marketing Federation which was established in 1946 as the first dairy cooperative in India.
2) It has grown to become the largest food brand in India, linking over 2.8 million milk producers in 13,000 villages through a cooperative system.
3) Amul products including milk, butter, cheese and ice cream are very popular for their high quality and affordable prices, due to the cooperative business model that prioritizes farmers' interests.
The document provides information about the MMS program and industrial training. It discusses how the MMS program provides both theoretical and practical knowledge in business management. Industrial training helps students gain real-world experience and knowledge about business practices. It allows students to learn about various departmental operations in an industry. Training is an integral part of the MMS program, with each student required to undergo 2 months of training in a company and then prepare a project report. The training provides valuable experience about how management practices differ in real life compared to theory. It also discusses the importance of having both theoretical and practical knowledge for one's career.
This document is a project report on the promotion and distribution of Amul ice cream. It provides background information on Amul and its ice cream business. Amul launched ice cream in 1996 and has since become the top brand in India with a 38% market share. The report discusses Amul's objectives, supply chain network, distribution challenges, and opportunities for expanding its business through new products and improved distribution. It also includes a SWOT analysis of Amul ice cream that examines its strengths in brand recognition and product quality against weaknesses in advertising and packaging.
I have prepared that slides depend upon basics of marketing strategy and saw the 4p's of marketing mix of AMUL, BCG matrix and distribution strategy with its supply chain.I have also shown the competitive analysis and what is the competitor of AMUL brand.
This document provides an overview of consumer behavior and satisfaction related to Amul milk and products. It discusses the importance of understanding consumer behavior for marketing management. Consumer behavior is influenced by psychological, social, and physical factors and involves awareness, evaluation, purchase, consumption, and sharing of experiences. It notes that consumer behavior is a social process and marketing must take into account individual differences and influences. The concept of consumer behavior is introduced as the study of how individuals make decisions on spending resources. Key questions around who, how, where, when, why and how often products are bought and used are important to understand the decision making process.
1) The document summarizes a summer training project conducted at Amul (Anand Milk Union Limited) to study consumer buying behavior with respect to Amul milk.
2) The objectives of the project were to understand consumer awareness, reasons for buying or not buying Amul milk, and analyze usage patterns.
3) Surveys were conducted at retail outlets in Nagpur to collect data and feedback from consumers on Amul milk products like Taaza, Gold, and Double Toned varieties.
The document presents on the distribution network management of Amul. It discusses Amul's procurement process which involves collecting milk from village cooperative societies twice a day and transporting it for processing. It then discusses Amul's distribution channel which involves transporting processed milk and dairy products from manufacturing units to depots and warehouses, and then to retailers using insulated vehicles. It also discusses Amul's plans to expand direct retailing through franchise-owned stores.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is jointly owned by 2.6 million milk producers and managed by the Gujarat Cooperative Milk Marketing Federation. Amul pioneered the White Revolution in India, making the country the largest milk producer in the world. It offers high quality milk and dairy products at reasonable prices. Amul's success is attributed to its cooperative model which ensures fair prices for farmers and affordable products for consumers. It has become a global brand and continues to grow its domestic and international markets.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat and has since become the largest dairy cooperative in the world. It operates on a three-tier structure with village cooperatives feeding into district unions which are then part of the state-level Gujarat Cooperative Milk Marketing Federation. This unique cooperative model has empowered millions of small farmers, increased India's milk production dramatically, and made Amul a $5 billion brand while ensuring affordable, high quality products.
Amul is introducing two new products: Amul Liquid Creamer and Amul Lactose Free Milk. Amul Liquid Creamer is a shelf-stable dairy creamer as an alternative to milk powder. It will target hotels, airlines, and offices. Amul Lactose Free Milk is the first lactose-free milk in India targeting people with lactose intolerance. Field research was conducted through store promotions and sampling. Key findings were a lack of awareness about the products' benefits and retailers' dissatisfaction with margins and damaged goods policies. Recommendations include improving supply chain management, providing reasonable margins, and placing Lactose Free Milk in larger 1L cartons.
The document provides an overview of Amul, an Indian dairy cooperative. It discusses that Amul was formed in 1946 in Gujarat and now has over 3 million producer members. Amul has become the largest milk producer in India and inspired the country's White Revolution. The document outlines Amul's vision, locations, organizational structure, wide range of dairy products, financial and operational performance, SWOT analysis, market share and achievements.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat owned by 2.6 million milk producers. It pioneered the White Revolution in India that made India the largest milk producer in the world. Amul processes over 10 million liters of milk per day and earns an annual turnover of over $1 billion. It became successful due to the leadership of Dr. Verghese Kurien who established the cooperative model that empowered milk producers and increased India's milk production dramatically. Amul's brand was built on providing high quality products at affordable prices nationwide.
This document summarizes a student's summer project presentation on a study of consumer behavior towards Amul products in Sabarkantha district, India. It includes an introduction on consumer behavior and the dairy industry. It then outlines the project's objectives, research methodology used which was a random sample of 120 consumers across 3 talukas. Key findings included high consumer satisfaction with quality but some issues with availability and price. Suggestions focused on improving product awareness, like for Amul khoa, and increasing local advertising.
This document provides an analysis of product development for Amul. It begins with an acknowledgement and introduction. It then discusses the dairy processing industry and major players in India. The document provides an overview of Amul, including its founding, achievements, and wide range of dairy products. It analyzes Amul's major competitors and concludes with a discussion of promoting its new product, Amul Pro.
The document provides an overview of Amul, an Indian dairy cooperative. Some key points:
- Amul was formed in 1946 and is jointly owned by 2.6 million milk producers in Gujarat. It spurred India's white revolution and made India the largest milk producer.
- Amul has a diverse product mix including milk, butter, ghee, ice cream, and exports to countries like the U.S. and Australia.
- It has a robust supply chain network involving milk producers, chilling units, processing plants, and a large distribution network of depots and dealers.
- Amul follows a low-cost strategy and focuses on quality, helping it become a strong brand despite
The document provides an overview of Amul, an Indian dairy cooperative. It discusses:
- Amul's history beginning in 1946 as a response to exploitation of milk producers in Anand, India. It outlines Amul's success in empowering farmers and becoming India's largest food brand.
- Amul's current operations as India's largest food products marketing organization, with an annual turnover of $1.5 billion, product lines including milk, butter, cheese, and more.
- Key figures like annual turnover of $1.5 billion, 50 sales offices nationwide, and products exported to over 40 countries.
Amul Supply Chain Management by Krupesh Shah!!Krupesh Shah
The Birth of Amul
Amul is a dairy cooperative based in the Anand district of Gujarat, India. The word amul is derived from the Sanskrit word amulya, meaning invaluable. The co-operative was initially referred to as Anand Milk Federation Union Limited and hence the name AMUL.
It all started more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot SardarVallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative on 1 December 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy.
The Birth of Amul
Amul is a dairy cooperative based in the Anand district of Gujarat, India. The word amul is derived from the Sanskrit word amulya, meaning invaluable. The co-operative was initially referred to as Anand Milk Federation Union Limited and hence the name AMUL.
It all started more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot SardarVallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative on 1 December 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy.
AMUL presents a successful model for operating in emerging economies characterized by either large under-developed suppliers and/or markets with high potential. Cooperative network with interlocking arrangement as in GCMMF is one example of success in managing such complex supply chain.
The Amul brand is not only a product, but also a movement/revolution. It is in one way, the representation of the economic freedom of farmers. It has given farmers t
This document is a summer training report submitted by Tushar Sinha for his post graduate diploma program. It studies customer satisfaction and delight towards Amul beverages in the Delhi market. Amul is an Indian dairy cooperative based in Gujarat that markets dairy products under the Amul brand. The report provides an overview of Amul, including its founding, vision, mission, values, and manufacturing plants. It studies retailer and customer perceptions of Amul beverages and finds that while customers are satisfied with taste, competitors offer lower prices. It provides recommendations to increase sales and better meet retailer needs.
- The Kaira District Co-operative Milk Producers’ Union was formed in 1946 in response to exploitation of milk producers by traders in Anand, India. It aimed to collect and process milk directly from farmers.
- It was developed under leaders like Sardar Patel and Dr. Verghese Kurien. It established the first modern dairy in Anand and was successful in producing skimmed milk powder from buffalo milk.
- The cooperative movement spread across Gujarat and the Gujarat Co-operative Milk Marketing Federation was formed in 1973 to market products under the Amul brand across the state.
1) The document discusses the history and development of the dairy industry in India. It focuses on the cooperative dairy model established by the National Dairy Development Board (NDDB) and Amul in the state of Gujarat.
2) The NDDB was created in 1964 to promote farmer cooperatives and replicate the successful Amul cooperative model across India. This helped empower farmers and increased milk production and farmer incomes.
3) The document provides details on major dairy cooperatives across various Indian states that have grown since the establishment of the NDDB. It focuses on the history and development of the Sudha dairy cooperative in Bihar.
1) Amul is a brand managed by Gujarat Cooperative Milk Marketing Federation which was established in 1946 as the first dairy cooperative in India.
2) It has grown to become the largest food brand in India, linking over 2.8 million milk producers in 13,000 villages through a cooperative system.
3) Amul products including milk, butter, cheese and ice cream are very popular for their high quality and affordable prices, due to the cooperative business model that prioritizes farmers' interests.
The document provides information about the MMS program and industrial training. It discusses how the MMS program provides both theoretical and practical knowledge in business management. Industrial training helps students gain real-world experience and knowledge about business practices. It allows students to learn about various departmental operations in an industry. Training is an integral part of the MMS program, with each student required to undergo 2 months of training in a company and then prepare a project report. The training provides valuable experience about how management practices differ in real life compared to theory. It also discusses the importance of having both theoretical and practical knowledge for one's career.
This document is a project report on the promotion and distribution of Amul ice cream. It provides background information on Amul and its ice cream business. Amul launched ice cream in 1996 and has since become the top brand in India with a 38% market share. The report discusses Amul's objectives, supply chain network, distribution challenges, and opportunities for expanding its business through new products and improved distribution. It also includes a SWOT analysis of Amul ice cream that examines its strengths in brand recognition and product quality against weaknesses in advertising and packaging.
I have prepared that slides depend upon basics of marketing strategy and saw the 4p's of marketing mix of AMUL, BCG matrix and distribution strategy with its supply chain.I have also shown the competitive analysis and what is the competitor of AMUL brand.
This document provides an overview of consumer behavior and satisfaction related to Amul milk and products. It discusses the importance of understanding consumer behavior for marketing management. Consumer behavior is influenced by psychological, social, and physical factors and involves awareness, evaluation, purchase, consumption, and sharing of experiences. It notes that consumer behavior is a social process and marketing must take into account individual differences and influences. The concept of consumer behavior is introduced as the study of how individuals make decisions on spending resources. Key questions around who, how, where, when, why and how often products are bought and used are important to understand the decision making process.
1) The document summarizes a summer training project conducted at Amul (Anand Milk Union Limited) to study consumer buying behavior with respect to Amul milk.
2) The objectives of the project were to understand consumer awareness, reasons for buying or not buying Amul milk, and analyze usage patterns.
3) Surveys were conducted at retail outlets in Nagpur to collect data and feedback from consumers on Amul milk products like Taaza, Gold, and Double Toned varieties.
The document presents on the distribution network management of Amul. It discusses Amul's procurement process which involves collecting milk from village cooperative societies twice a day and transporting it for processing. It then discusses Amul's distribution channel which involves transporting processed milk and dairy products from manufacturing units to depots and warehouses, and then to retailers using insulated vehicles. It also discusses Amul's plans to expand direct retailing through franchise-owned stores.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is jointly owned by 2.6 million milk producers and managed by the Gujarat Cooperative Milk Marketing Federation. Amul pioneered the White Revolution in India, making the country the largest milk producer in the world. It offers high quality milk and dairy products at reasonable prices. Amul's success is attributed to its cooperative model which ensures fair prices for farmers and affordable products for consumers. It has become a global brand and continues to grow its domestic and international markets.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat and has since become the largest dairy cooperative in the world. It operates on a three-tier structure with village cooperatives feeding into district unions which are then part of the state-level Gujarat Cooperative Milk Marketing Federation. This unique cooperative model has empowered millions of small farmers, increased India's milk production dramatically, and made Amul a $5 billion brand while ensuring affordable, high quality products.
Amul is introducing two new products: Amul Liquid Creamer and Amul Lactose Free Milk. Amul Liquid Creamer is a shelf-stable dairy creamer as an alternative to milk powder. It will target hotels, airlines, and offices. Amul Lactose Free Milk is the first lactose-free milk in India targeting people with lactose intolerance. Field research was conducted through store promotions and sampling. Key findings were a lack of awareness about the products' benefits and retailers' dissatisfaction with margins and damaged goods policies. Recommendations include improving supply chain management, providing reasonable margins, and placing Lactose Free Milk in larger 1L cartons.
The document provides an overview of Amul, an Indian dairy cooperative. It discusses that Amul was formed in 1946 in Gujarat and now has over 3 million producer members. Amul has become the largest milk producer in India and inspired the country's White Revolution. The document outlines Amul's vision, locations, organizational structure, wide range of dairy products, financial and operational performance, SWOT analysis, market share and achievements.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat owned by 2.6 million milk producers. It pioneered the White Revolution in India that made India the largest milk producer in the world. Amul processes over 10 million liters of milk per day and earns an annual turnover of over $1 billion. It became successful due to the leadership of Dr. Verghese Kurien who established the cooperative model that empowered milk producers and increased India's milk production dramatically. Amul's brand was built on providing high quality products at affordable prices nationwide.
This document summarizes a student's summer project presentation on a study of consumer behavior towards Amul products in Sabarkantha district, India. It includes an introduction on consumer behavior and the dairy industry. It then outlines the project's objectives, research methodology used which was a random sample of 120 consumers across 3 talukas. Key findings included high consumer satisfaction with quality but some issues with availability and price. Suggestions focused on improving product awareness, like for Amul khoa, and increasing local advertising.
This document provides an analysis of product development for Amul. It begins with an acknowledgement and introduction. It then discusses the dairy processing industry and major players in India. The document provides an overview of Amul, including its founding, achievements, and wide range of dairy products. It analyzes Amul's major competitors and concludes with a discussion of promoting its new product, Amul Pro.
The document provides an overview of Amul, an Indian dairy cooperative. Some key points:
- Amul was formed in 1946 and is jointly owned by 2.6 million milk producers in Gujarat. It spurred India's white revolution and made India the largest milk producer.
- Amul has a diverse product mix including milk, butter, ghee, ice cream, and exports to countries like the U.S. and Australia.
- It has a robust supply chain network involving milk producers, chilling units, processing plants, and a large distribution network of depots and dealers.
- Amul follows a low-cost strategy and focuses on quality, helping it become a strong brand despite
The document provides an overview of Amul, an Indian dairy cooperative. It discusses:
- Amul's history beginning in 1946 as a response to exploitation of milk producers in Anand, India. It outlines Amul's success in empowering farmers and becoming India's largest food brand.
- Amul's current operations as India's largest food products marketing organization, with an annual turnover of $1.5 billion, product lines including milk, butter, cheese, and more.
- Key figures like annual turnover of $1.5 billion, 50 sales offices nationwide, and products exported to over 40 countries.
Amul Supply Chain Management by Krupesh Shah!!Krupesh Shah
The Birth of Amul
Amul is a dairy cooperative based in the Anand district of Gujarat, India. The word amul is derived from the Sanskrit word amulya, meaning invaluable. The co-operative was initially referred to as Anand Milk Federation Union Limited and hence the name AMUL.
It all started more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot SardarVallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative on 1 December 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy.
The Birth of Amul
Amul is a dairy cooperative based in the Anand district of Gujarat, India. The word amul is derived from the Sanskrit word amulya, meaning invaluable. The co-operative was initially referred to as Anand Milk Federation Union Limited and hence the name AMUL.
It all started more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot SardarVallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative on 1 December 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy.
AMUL presents a successful model for operating in emerging economies characterized by either large under-developed suppliers and/or markets with high potential. Cooperative network with interlocking arrangement as in GCMMF is one example of success in managing such complex supply chain.
The Amul brand is not only a product, but also a movement/revolution. It is in one way, the representation of the economic freedom of farmers. It has given farmers t
This document is a summer training report submitted by Tushar Sinha for his post graduate diploma program. It studies customer satisfaction and delight towards Amul beverages in the Delhi market. Amul is an Indian dairy cooperative based in Gujarat that markets dairy products under the Amul brand. The report provides an overview of Amul, including its founding, vision, mission, values, and manufacturing plants. It studies retailer and customer perceptions of Amul beverages and finds that while customers are satisfied with taste, competitors offer lower prices. It provides recommendations to increase sales and better meet retailer needs.
- The Kaira District Co-operative Milk Producers’ Union was formed in 1946 in response to exploitation of milk producers by traders in Anand, India. It aimed to collect and process milk directly from farmers.
- It was developed under leaders like Sardar Patel and Dr. Verghese Kurien. It established the first modern dairy in Anand and was successful in producing skimmed milk powder from buffalo milk.
- The cooperative movement spread across Gujarat and the Gujarat Co-operative Milk Marketing Federation was formed in 1973 to market products under the Amul brand across the state.
1) The document discusses the history and development of the dairy industry in India. It focuses on the cooperative dairy model established by the National Dairy Development Board (NDDB) and Amul in the state of Gujarat.
2) The NDDB was created in 1964 to promote farmer cooperatives and replicate the successful Amul cooperative model across India. This helped empower farmers and increased milk production and farmer incomes.
3) The document provides details on major dairy cooperatives across various Indian states that have grown since the establishment of the NDDB. It focuses on the history and development of the Sudha dairy cooperative in Bihar.
The Kaira District Co-operative Milk Producers' Union was established in 1946 in response to exploitation of milk producers in the Anand region of Gujarat, India. Marginal farmers struggled to transport milk long distances to sell individually to traders who set arbitrary low prices. With the help of Sardar Vallabhbhai Patel and Morarji Desai, farmers formed a cooperative to collectively process and market their milk. This cooperative became the Amul brand and established the successful "Amul Model" of dairy cooperatives, creating economic and social benefits for farmers.
Amul is a dairy cooperative based in Anand, Gujarat, India that was formed in 1946. It is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which is jointly owned by 3.1 million milk producers in Gujarat. Amul played a key role in India's Operation Flood program that made India the largest producer and exporter of milk and milk products in the world. It employs a unique three-tier cooperative model of village dairy societies, district unions, and a state-level federation that handles marketing. Amul has had a major social and economic impact, improving the livelihoods of milk producers and the nutrition of Indian society.
Amul (effectiveness of chocolate advertisement towards its sales)jitendrasangle
This document provides an overview of Amul, an Indian dairy cooperative. It discusses:
1) Amul was established in 1946 in Anand, Gujarat as a cooperative to provide farmers an alternative to private milk traders. It has since grown to collect over 11 lakh liters of milk daily.
2) Amul's brand name means "priceless" in Sanskrit. It produces a wide range of dairy products that are high quality and affordable. Amul has become a leading food brand in India.
3) Key to Amul's success is its cooperative model where profits benefit member farmers. It provides services like artificial insemination and veterinary care to increase milk yields.
This document provides background information on Amul, including:
1) Amul was founded in 1946 as a dairy cooperative in Anand, Gujarat in response to farmers being exploited by middlemen. It has since expanded significantly across India.
2) Amul uses a three-tier structure with village cooperatives collecting milk, district unions processing it, and a state federation for marketing. This structure gives control to milk producers.
3) Amul has over 2 million farmer members and processes over 10 million liters of milk daily which it distributes nationwide through a large network of depots, distributors and retailers.
Amul's communication strategy - A report.Rahul Pillai
This document provides background information on Amul, including:
1) Amul was founded in 1946 as a dairy cooperative in Anand, Gujarat in response to farmers being exploited by middlemen. It has since expanded significantly across India.
2) Amul uses a three-tier structure with village cooperatives collecting milk, district unions processing it, and a state federation marketing products. This structure eliminates middlemen and allows farmers to control the process.
3) Amul has a large distribution network including over 10,000 village collection centers, 14 district plants, and distribution to over 450,000 retailers across India each day.
India's "White Revolution," which was sparked by Amul, making the country the top producer of milk and dairy products in the world. Tribhuvandas Patel established Amul under the guidance of Sardar Vallabhbhai Patel, India's first deputy prime minister.
1) Amul was established in 1946 in Anand, Gujarat as a cooperative effort between local milk producers and the government to end exploitation by middlemen.
2) Under the leadership of Sardar Vallabhbhai Patel and Dr. Verghese Kurien, Amul grew to become the largest food brand in India, leading the "White Revolution" and benefiting millions of farmers.
3) Today, Amul procures over 26 million liters of milk daily and has a turnover of over $5 billion. It produces and markets milk, milk powders, cheese, butter, and other dairy products across India and internationally through a cooperative model.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat owned by 2.6 million milk producers. It processes and markets milk and dairy products. Amul spurred India's White Revolution making it the world's largest milk producer. It pioneered spray drying technology and cooperative models that increased milk production. Amul is now a $1 billion brand with 10.16 million liters of daily milk collection. Under Dr. Kurien's leadership, Amul's cooperative model was replicated across India through the National Dairy Development Board, further increasing milk production. Amul's focus on quality, value, and customer centricity has made it one of India's most successful brands.
Sudha Dairy uses a double distribution system to supply its milk and milk products. It has distributors who collect orders from retailers, deposit payment into Sudha's bank account, and receive deliveries which are then distributed to retailers. Sudha also has some direct retail outlets. The distribution network aims to quickly supply perishable products before expiration through a cycle of customer demand, order collection, delivery, and consumption.
The document describes the distribution network and supply chain management of Sudha Dairy in Ranchi, which collects milk from over 1000 village cooperatives and distributes over 1 million liters of milk and milk products daily through 27 distributors and 1400 retailers. The distributors collect orders from retailers, submit payment to Sudha, and deliver products using vans directly from Sudha Dairy's processing plants to retailers, who then sell to end customers. The document also provides background information on Sudha Dairy and details on its area of operations and product portfolio.
Amul is an Indian dairy cooperative based in Gujarat that was formed in 1946 and is jointly owned by 3.6 million milk producers. It is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. Amul products are now available in over 60 countries worldwide. The cooperative was very successful under the leadership of Dr. Verghese Kurien for more than 30 years.
Amul is a dairy cooperative in India formed in 1946 and based in Anand, Gujarat. It is jointly owned by 2.8 million milk producers and has an annual turnover of over $1 billion. Amul follows a three-tier cooperative structure comprising village dairy societies, district milk unions, and the Gujarat Cooperative Milk Marketing Federation which markets Amul products nationally and internationally. Key to Amul's success is its ability to eliminate exploitation of milk producers and ensure fair prices through its cooperative model.
Formed in 1946, Amul is India's largest dairy cooperative and the world's largest vegetarian cheese brand. It began as a cooperative of milk producers in Kaira District, Gujarat who were receiving unfairly low prices from private dairies. Led by Dr. Verghese Kurien, the cooperative expanded into the Gujarat Cooperative Milk Marketing Federation (GCMMF) which today connects over 3 million milk producers across Gujarat. Amul controls 30 dairy plants, has annual revenues of over $2 billion, and markets its products domestically and internationally. The cooperative structure has empowered small farmers, increased milk production, and contributed significantly to India's "White Revolution".
Amul strategic brand management by Dheeraj ED and Lavanya AB Dheeraj ED
This document provides an overview of Amul, an Indian dairy cooperative. It discusses Amul's origins in 1946 to address exploitation of milk producers. Amul organized milk producers into village cooperatives and established a dairy to process and market milk. It has since expanded to include over 2 million producers organized into village societies that supply milk to unions which are marketed by GCMMF. Amul pioneered many practices like payment to farmers and providing veterinary services to support producers. It focuses on low costs and prices to be accessible to consumers while supporting producers.
Dr. Verghese Kurien was an Indian social entrepreneur known as the "Father of the White Revolution" in India. He was instrumental in 'Operation Flood', the world's largest dairy development program, which made India the largest milk producer in the world. The document details Kurien's early life and education. It then discusses his pivotal role in establishing the dairy cooperative movement and companies like Amul, as well as the national dairy development program. Kurien received many honors and awards for his contributions to India's dairy industry and improving the livelihoods of millions of small farmers.
Dr. Varghese Kurien was an Indian engineer known as the "Father of the White Revolution" in India. He established the Amul milk cooperative in India which transformed the country's dairy industry. He helped create the National Dairy Development Board which launched Operation Flood, a nationwide dairy development program that made India the largest milk producer in the world. The Amul cooperative model provided economic independence to millions of farmers and established the GCMMF which continues to market Amul products globally.
Hassan Milk Union is a dairy cooperative established in 1977 in Hassan, Karnataka, India. It procures an average of 360,500 kg of milk per day from 924 member dairy cooperatives representing over 151,000 milk producers. The Union operates dairy processing facilities with a total capacity of 165,000 liters per day and three chilling centers. It aims to provide members with technical support to increase milk yields and pay competitive prices for milk throughout the year.
Heritage Conservation.Strategies and Options for Preserving India HeritageJIT KUMAR GUPTA
Presentation looks at the role , relevance and importance of built and natural heritage, issues faced by heritage in the Indian context and options which can be leveraged to preserve and conserve the heritage.It also lists the challenges faced by the heritage due to rapid urbanisation, land speculation and commercialisation in the urban areas. In addition, ppt lays down the roadmap for the preservation, conservation and making value addition to the available heritage by making it integral part of the planning , designing and management of the human settlements.
1. 0 | P a g e
AMUL
THE TASTE OF INDIA
JYOTI KUMAWAT
DEEPAK KUMAWAT
JIGNESH PRAJAPATI
SHREYAM RAI
MBA 1ST YEAR
B DIVISION
2. 1 | P a g e
Table of Contents
INTRODUCTION..........................................................................................................................3
HISTORY ..........................................................................................................................3
VISSION AND MISSION....................................................................................................6
LOGO MEANING..............................................................................................................6
ORIGIN.............................................................................................................................8
BOARD OF DIRECTORS ..................................................................................................10
PHILOSOPHY..................................................................................................................11
COLLABORATION......................................................................................................................11
CORPORATE SOCIAL RESPONSIBILITY ......................................................................................13
STRUCTURES ............................................................................................................................17
ORGANIZATIONAL.........................................................................................................17
GEOGRAPHICAL.............................................................................................................18
CUSTOMERS.............................................................................................................................19
MAJOR CUSTOMER.......................................................................................................19
CUSTOMER SEGMENT...................................................................................................19
PRODUCTS................................................................................................................................21
VARIOUS PRODUCT/PRODUCT LINE/MAJOR BRANDS .................................................21
LOGISTICS SYSTEM...................................................................................................................25
MARKET SHARE........................................................................................................................26
REGIONAL MARKET SHARE ...........................................................................................26
PRODUCT WISE SHARE..................................................................................................27
ADVERTISEMENT......................................................................................................................28
TYPE OF MEDIA USED ...................................................................................................28
TAG LINE........................................................................................................................29
COST ANALYSIS.........................................................................................................................30
CAPITALIZATION............................................................................................................30
REVENVE .......................................................................................................................30
AWARDS AND ACHIEVEMENTS................................................................................................32
AWARDS AND ACHIEVEMENTS.....................................................................................32
3. 2 | P a g e
CERTIFICATION..............................................................................................................33
REFERENCES.............................................................................................................................34
4. 3 | P a g e
INTRODUCTION
HISTORY
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.
Amul (Anand Milk-producers Union Limited), formed in 1946, is a dairy cooperative
movement in India. The brand name Amul, sourced from the Sanskrit word Amoolya, means
priceless. It was suggested by a quality control expert in Anand. 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 2.41 million milk producers in Gujarat, India.
It is based in Anand town of Gujarat and has been a sterling example of a co-operative
organization's success in the long term.
The Amul Pattern has established itself as a uniquely appropriate model for rural
development. Amul has spurred the White Revolution of India, which has made India the
largest producer of milk and milk products in the world. It is also the world's biggest
vegetarian cheese brand.
Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate,
ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others.
Situation of farmers Over five decades ago, the life of an average farmer in Kheda District was
very much like that of his/her counterpart anywhere else in India. His/her income was derived
almost entirely from seasonal crops. The income from milk buffaloes was undependable. Milk
producers had to travel long distances to deliver milk to the only dairy, the
5. 4 | P a g e
Polson Dairy in Anand – often milk went sour, especially in the summer season, as producers
had to physically carry milk in individual containers. Private traders and middlemen controlled
the marketing and distribution system for the milk. These middlemen decided the prices and
the off-take from the farmers by the season. As milk is perishable, farmers were compelled
to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw-
away prices. In this situation, the private trader made a killing.
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 to Bombay city in turn (about 400 kilometres away). India ranked
nowhere amongst milk producing countries in the world in 1946. Gradually, the realization
dawned on the farmers with inspiration from then nationalist leaders Sardar Vallabhbhai
Patel (who later became the first Home Minister of free India) and Morarji Desai (who
later become the Prime Minister of India) and local farmer, freedom fighter and social worker
Tribhovandas Patel, that the exploitation by the trader could be checked only if they marketed
their milk themselves. Amul was the result of the realization that they could pool up their milk
and work as a cooperative.
7. 6 | P a g e
VISSION AND MISSION
----------------------------------------------VISION------------------------------------------------
“Amul’s vision is to provide more and more satisfaction to the farmers, employees and
distributers”
-------------------------------------------MISSION------------------------------------------------
“We at GCMMF (Gujarat Co-operative Milk Marketing Federation) endeavour to satisfy the
taste and nutritional requirements of the customers of the world, through excellence in
marketing by our committed team. Through co-operative networking, we are committed to
offering quality products that provide best value for money.”
LOGO MEANING
LOGO OF THE AMUL
Logo of AMUL is a ring of four hands, which are co-coordinated each other. The actual
meaning of this symbol is co-ordination of hand of different people by whom this union is
now at top.
8. 7 | P a g e
FIRST HAND:
Is for farmers (producers), without whom the organization would not be existed.
Farmers are the inspiration of the AMUL-taste of India.
SECOND HAND:
Is for the representatives of processors by whom the raw milk processed in to different
finished products.
THIRD HAND:
Is for marketers without whom the products would not been able to reach to the
customers.
FOURTH HAND:
Is for customers without whom the organization could not carry on because they are the
people who consume the products
9. 8 | P a g e
ORIGIN
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 litres 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 litres 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 andself-relianceforevery farmer to follow.
10. 9 | P a g e
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 mulch 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 litres a day.
11. 10 | P a g e
BOARD OF DIRECTORS
‘
Board of
Directors
R.S Sodhi
CEO,MD
Jethabhai P.
Patel
Chairman
Verghese
Kurien
(Founder)
12. 11 | P a g e
PHILOSOPHY
o Progressive addition of higher value products while maintaining the desired growth in
existing products.
o Amul introduced products with consistent value addition but never left the core
philosophy of “providing milk at a basic, affordable price”
COLLABORATION
Amul in collaboration with State Bank of India (SBI) launched Amul Milk Card, a
prepaid smart Card, at Mother Dairy in Gandhinagar on Monday. The card can be used to
purchase products from Amul parlours. The card was launched by Arundhati Bhattacharya,
chairman, SBI and R S Sodhi, managing director, Gujarat Cooperative Milk Marketing
Federation (GCMMF), which markets its products under the brand 'Amul'.
13. 12 | P a g e
This initiative, a statement issued by the Amul said, will ease access to the dairy major's wide
range of products available across Amul parlours in Ahmedabad.
The card, aimed at facilitating customers with convenient and hassle-free mode of
payment, will be available to customers for free.
They can get the top-up on their card at all Amul parlours and customers will get an
SMS alert whenever the transaction is made using this card.
The minimum recharge amount is Rs 100 while the maximum recharge amount has
been fixed at Rs 3000.
Sodhi said that such co-branded milk card is being introduced for the first time in the country.
"Milk and dairy products account for the largest share of expense in food items of households
and such convenience in purchase of milk and milk products will benefit all households.
Amul milk is the largest brand of milk in the country with daily sales of over 100 lakh
litres. So, we intend to provide the benefit of this smart card to a large number of our
consumers. It eliminates cash transaction on daily basis and also solves the problem of change
and small denomination coins," he said. Bhattacharya said, "This initiative is a win-win
situation for customers, the cooperative and the bank. It will eliminate lot of cash handling
hassles." The service is presently being launched at 10 Amul parlours in city and the Anand-
headquartered dairy major plans to expand the service to 100 parlours in the coming three
months before expanding it to other Amul parlours across the state. Sodhi, meanwhile, ruled
out any hike in prices of milk for the next three to four months.
GCMMF is India's largest food products marketing sales organisation with annual
sales turnover of Rs 18,500 crores. It is a cooperative federation of 35 lakh milk producers
affiliated to 17,000 village cooperative societies handling an average of 150 lakh litres of milk
every day.
14. 13 | P a g e
CORPORATE SOCIAL RESPONSIBILITY
---------------------------------------------CSR INITIATIVES-------------------------------------------------
TRIBHUVANDAS FOUNDATION
SGSY
TREE PLANTATION
BLOOD DONATION
DIARY DEMONSTRATION FARM
AMUL SCHOLAR
RURAL SANITATION CAMPAIGN
TRIBHUVANDAS FOUNDATION:
Tribhuvandas Foundation is an Integrated Rural Health & Development Programme of
Amul. Inspired by the great success of round the
clock health care services to the livestock of
dairy farmers of Kaira, Shri Tribhuvandas Patel,
the Founder Chairman of Amul felt the need of
such a service to the rural populace too as he
could learn and experience the afflictions
brought to them by absence of medical services
in rural villages of Kaira. He donated the prize money of his Ramon Magsaysay Award and the
fund he received from kaira farmers on his retirement, for his life time service to them, to set
15. 14 | P a g e
up this Foundation. Dr V. Kurien also played an active role in this set up. It was registered as
a Charitable Trust under the Public Trust Act 1950, on July 1975.
SGSY
Amul in its continued endeavor to improve the socio-economic conditions of rural
people extended its expertise in implementation of
the Swarnjayanti Gram Swarozgar Yojana (SGSY) of
The Government of India (Ministry of Rural
Development) on their Special Project on “Improving
Socio-economic Conditions of BPL Families of Kheda
District through Animal Husbandry and Dairying” –
DAIRYING AS A TOOL FOR POVERTY ALLEVIATION.
TREE PLANTATION
In 1946, the unfair trade practises of the middle men brought the farmers of Kaira to
unite and fight against this system which
brought Amul into existence. Their relentless
effort in improving their socio-economic
conditions ultimately brought their working as
a model for dairy development programme in
our country – popularly known as Anand
Pattern. Replication of Anand Pattern through
Operation Flood programme helped India to achieve first position in production of milk in the
world.
16. 15 | P a g e
BLOOD DONATION
Amul in association with the Indian Red Cross Society aim to inspire, encourage and
initiate humanitarian services to minimize,
alleviate and prevent human suffering at all
times to contribute for “Humanity to Peace”.
Towards this objective Amul initiated blood
donation campaign since 1987. Blood donation
camps are organized regularly in rural areas
through Village Dairy Co-operative Societies.
Similarly, camps are organized in Amul Dairy
Campus wherein employees and their family members join in donating blood. In addition,
Amul organizes donation of blood on emergency. Amul has made a trend in donating blood
to the society.
DIARY DEMONSTRATION FARM
A Dairy Demonstration Farm
(DDF) has been set up at Mogar to
demonstrate scientific methods of
dairy farming. The project envisages
encouraging the farmers to use high
yielding animals and modern aids to
increase milk production.
17. 16 | P a g e
AMUL SCHOLAR
To encourage outstanding children of farmers in pursuing higher studies Amul
introduced scholarship schemes in 1992. The children are given
scholarships for pursing Diploma, Graduation, Post-Graduation
and Doctorate. Every year the outstanding children are identified
from the villages and scholarships are provided to fulfill their
dream of achieving academic excellence. This effort has motivated greatly children to excel
in their studies and spread education in rural areas.
RURAL SANITATION CAMPAIGN
Amul Dairy has launched a novel scheme
for total rural sanitation and set a target for
itself whereby not a single milk producer will
attend to nature’s call in the open. The Dairy
with the support of District Rural Development
Agency (DRDA) will provide interest free loans to
its milk producers in Anand and Kheda districts
to set up ‘pucca’ toilet blocks, which will not
only help women milk producers avoid
embarrassment but will also ensure hygiene.
18. 17 | P a g e
STRUCTURES
ORGANIZATIONAL
The Amul model has helped India to emerge as the largest milk producer in the world.
More than 15 million milk producers pour their milk in 1,44,500 dairy cooperative societies
across the country. Their milk is processed in 184 District Co-operative Unions and marketed
by 22 State Marketing Federations, ensuring a better life for millions.
29. 28 | P a g e
ADVERTISEMENT
TYPE OF MEDIA USED
From the Sixties to the Nineties, the Amul ads have come a long way. While most
people
Agree that the Amul ads were at their
peak in the Eighties they still maintain that
the
Amul ads continue to tease a laughter out
of them
The Amul ads are one of the longest
running ads based on a theme, now vying
for the
Guinness records for being the longest running ad campaign ever.
The Amul moppet, the little girl who created a home in
the hearts and minds of millions and millions of
Indians. No easy task. And to be there for almost 34
years!
Call her the Friday to Friday star because Every Friday,
since 1967, this little girl appears at billboards,
strategically placed all over India, focusing on the item
of the week –tongue in cheek, of course.
30. 29 | P a g e
TAG LINE
AMUL: THE TASTE OF INDIA
AMUL DUDH PEETA HAI INDIA
UTTERLY BUTTERLY DELICIOUS AMUL
31. 30 | P a g e
COST ANALYSIS
CAPITALIZATION
2015-2016: 229720 cr
2014-2015: 20,733 cr
2013-2014: 19,100 cr
REVENVE
Sales Turnover Rs (million) US$ (in million)
1994-95 11140 355
Year of Establishment 1973
Members 18 District Cooperative Milk Producers' Unions
No. of Producer Members 3.6 Million
No. of Village Societies 18,545
Total Milk handling capacity per day 28 Million litres per day
Milk Collection (Total - 2015-16) 6.2 billion litres
Milk collection (Daily Average 2015-16) 16.97 million litres
Cattle feed manufacturing Capacity 7800 Mts. per day
Sales Turnover -(2015-16) Rs. 22972 Crores (US $ 3.5 Billion)
33. 32 | P a g e
AWARDS AND ACHIEVEMENTS
AWARDS AND ACHIEVEMENTS
Forbes India Leadership Awards 2015
Development Leadership Award 2015
GCMMF received Bronze Trophy at the Indian Marketing Awards – 2014
GCMMF – Finalist in World Beverage Innovation Awards - 2014
GCMMF received APEDA Awards for 16 years continuously
Amul wins World Dairy Innovation Awards - 2014
Amul receives Srishti Good Green Governance award for the year 2013
GCMMF Receives Prestigious CNN-IBN Innovating for a Better Tomorrow Award
Amul wins AIMA High Performance Brand Award-2013 for brand Amul
Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD STANDARD Quality Award
2013
GCMMF wins the SAP Award for Customer Excellence (SAPACE) 2013 under the category of
"Best Run Award in Finance"
ET-Corporate Citizen Award of the Year 2010-11 to GCMMF
34. 33 | P a g e
Amul receives Green Globe Foundation Award
Dr. V.Kurien honoured with Life Time Achievement Award
GCMMF receives Srishti's G-Cube Award - 2010
Amul Bags International Dairy Federation Award
Amul Bags Srishti G-cube Award For Good Green Governance - 2009
Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit
Ramkrishna Bajaj National Quality Award - 2003
Qimpro Gold Standard Award - 2003
Amul - The Taste Of India (GCMMF) Receives International CIO 100 Award For Resourcefulness
Rajiv Gandhi National Quality Award – 199CERTIFI9
CERTIFICATION
The Amul union has achieved the prestigious ISO 9001-2000 and HACCP
Certificate and effects are got to obtain ISO 14000.
35. 34 | P a g e
REFERENCES
http://www.business-standard.com/article/companies/amul-launches-
milk-card-in-collaboration-with-sbi-115011201146_1.html
http://www.amuldairy.com/
http://www.amul.com/
http://www.news18.com/news/india/amul-1967-2012-20-utterly-
butterly-best-ads-506443.html
http://www.marketing91.com/marketing-strategy-amul/
http://www.academia.edu/7262464/Researchpaper-A-CASE-STUDY-OF-
AMUL-COOPERATIVE-IN-INDIA-IN-RELATION-TO-ORGANIZATIONAL-
DESIGN-AND-OPERATIONAL-EFFICIENCY
http://www.ijser.org/researchpaper%5CA-CASE-STUDY-OF-AMUL-
COOPERATIVE-IN-INDIA-IN-RELATION-TO-ORGANIZATIONAL-DESIGN-
AND-OPERATIONAL-EFFICIENCY.pdf