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.

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AMUL
THE TASTE OF INDIA
JYOTI KUMAWAT
DEEPAK KUMAWAT
JIGNESH PRAJAPATI
SHREYAM RAI
MBA 1ST YEAR
B DIVISION

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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

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 CERTIFICATION..............................................................................................................33
REFERENCES.............................................................................................................................34

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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

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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.

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 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.

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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

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 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.

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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.

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 BOARD OF DIRECTORS
‘
Board of
Directors
R.S Sodhi
CEO,MD
Jethabhai P.
Patel
Chairman
Verghese
Kurien
(Founder)

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 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'.

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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.

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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

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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.

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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.

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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.

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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.

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 GEOGRAPHICAL

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CUSTOMERS
 MAJOR CUSTOMER
-------------------------------------------KIDS-------------------------------------------
--------
----------------------------------------WOMEN----------------------------------------
---------
-----------------------------------------YOUTH-----------------------------------------
--------
---------------------------------HEALTH CONCIOUS --------------------------------
--------
--------------------------------- CALORIE CONCIOUS-------------------------------
---------
 CUSTOMER SEGMENT
-----------------------------------------KIDS---------------------------------------------
 Amul Kool
 Chocolate Milk
 Nutramul Energy Drink
 Milk Shake

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--------------------------------------WOMEN----------------------------------------
 AMUL CALCI
----------------------------------------YOUTH-----------------------------------------
 Utterly Delicious Pizza
 Amul Elemental Cheese
 Amul Cheese Spreads
--------------------------------HEALTH CONCIOUS --------------------------------
 Nutramul
 Amul Shakti Health Food Drink
-------------------------------- CALORIE CONCIOUS-------------------------------
 Amul Lite
 Sagar Skimmed Milk Powder
 Amul lite slim and trim milk

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PRODUCTS
 VARIOUS PRODUCT/PRODUCT LINE/MAJOR BRANDS
Bread spreads
• Amul Butter
• Amul Lite Low Fat Breadspread
• Amul Cooking Butter
Cheese Range
• Amul Pasteurized Processed Cheddar Cheese
• Amul Processed Cheese Spread
• Amul Pizza (Mozarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese
• Amul Gouda Cheese
• Amul Malai Paneer (cottage cheese), Frozen, Refrigerated and Tinned
• Utterly Delicious Pizza
Mithaee Range (Ethnic sweets)
• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
• Amul Amrakhand
• Amul Mithaee Gulabjamuns
• Amul Mithaee Gulabjamun Mix

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• Amul Mithaee Kulfi Mix
• Avsar Ladoos
Pure Ghee
• Amul Pure Ghee
• Sagar Pure Ghee
• Amul Cow Ghee
UHT Milk Range
• Amul Shakti 3% fat Milk
• Amul Taaza 1.5% fat Milk
• Amul Gold 4.5% fat Milk
• Amul Lite Slim-n-Trim Milk 0% fat milk
• Amul Shakti Toned Milk
• Amul Fresh Cream
• Amul Snowcap Softy Mix
Infant Milk Range
• Amul Infant Milk Formula 1 (0-6 months)
• Amul Infant Milk Formula 2 (6 months above)
• Amulspray Infant Milk Food
Milk Powders
• Amul Full Cream Milk Powder
• Amulya Dairy Whitener
• Sagar Skimmed Milk Powder
• Sagar Tea and Coffee Whitener

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Fresh milk
• Amul Taaza Toned Milk 3% fat
• Amul Gold Full Cream Milk 6% fat
• Amul Shakti Standardized Milk 4.5% fat
• Amul Slim & Trim Double Toned Milk 1.5% fat
• Amul Saathi Skimmed Milk 0% fat
• Amul Cow Milk
Curd Products
• Yogi Sweetened Flavored Dahi (Dessert)
• Amul Masti Dahi (fresh curd)
• Amul Butter Milk
• Amul Lassee
Amul Ice creams
• Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)
• Nut-o-Mania Range (Kaju Drakshi,Kesar Pista,Roasted Almond,Kesar Carnival,
Badshahi Badam Kulfi, Shista Pista Kulfi)
• Utsav Range (Anjir, Roasted Almond)
• Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate)
• Nature's Treat (Alphanso Mango, Fresh Litchi,Anjir,Fresh Strawberry, BlackCurrant)
• Sundae Range (Mango, Black Currant, Chocolate, Strawberry)
• Millennium Ice cream (Cheese with Almonds, Dates with Honey)
• Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi Pista
Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)
• Cool Candies (Orange, Mango)
• Cassatta
• Tricone Cones (Butterscotch, Chocolate)

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• Megabite Almond Cone
• Frostik - 3-layer chocolate Bar
• Fundoo Range - exclusively for kids
• SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple)
• Health Isabcool
Chocolate & Confectionery
• Amul Milk Chocolate
• Amul Fruit & Nut Chocolate
Brown Beverage
• Nutramul Malted Milk Food
Milk Drink
• Amul Kool Flavoured Milk
Health Beverage
• Amul Shakti White Milk Food

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LOGISTICS SYSTEM

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MARKET SHARE
 REGIONAL MARKET SHARE

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 PRODUCT WISE SHARE
Chocolate Drink
Butter,Ghee
Cheese
Sweets
Milk Powder
IceCream
Chocolate
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Market Share
PRODUCT WISE SHARE
Chocolate Drink Butter,Ghee Cheese Sweets Milk Powder IceCream Chocolate

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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.

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 TAG LINE
AMUL: THE TASTE OF INDIA
AMUL DUDH PEETA HAI INDIA
UTTERLY BUTTERLY DELICIOUS AMUL

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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)

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Sales Turnover Rs (million) US$ (in million)
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 116680 2500
2012-13 137350 2540
2013-14 181434 3024
2014-15 207330 3410
2015-16 229720 3500

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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

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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.

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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