The document discusses Amul, India's largest dairy cooperative. Some key points: 1. Amul was formed in 1946 in Anand, Gujarat and is managed by the Gujarat Cooperative Milk Marketing Federation. 2. It works with over 3 million milk producers and provides them support services. It collects over 10 million liters of milk daily. 3. Amul uses an innovative cooperative model called the "Amul Pattern" which is farmer-owned and ensures fair prices and quality standards. 4. It has become a highly successful and profitable business while empowering millions of small farmers through equitable development.

5.  Rohit Adaniya 01
 Akash Halankar 13
 Dhruvika Sanjhania 34
 Vijay Swami 47
 Swathi Chandrasekhar 48
 Nisha Varghese 50

6. “According to ILO, Co-operatives is defined as an
association of persons usually of limited means,
who have voluntarily joined together to achieve a
common end, through the formation of a
democratically controlled business organisation,
making equitable contribution to the capital
required & accepting a fair share of risks & the
benefits of the undertaking’’.

7.  Amul (Anand Milk Union Limited).
 Formation - 1946
 Managed By - Gujarat Co-operative Milk
Marketing Federation Ltd.
 Amul Dairy has organized over 10,000 village
cooperatives, designed and implemented multiple
interventions along the value chain.
 These cooperatives bring more than 10 million
liters of milk to market daily, which makes them
the leading player in the Indian milk industry.

8.  Updated Technology:-
The Amul dairy has transformed the process
for millions of small farmers by using an
automatic , computerised central system with
quick payment facilities.
 Amul developed a computerized quality
testing machine, which makes the process
transparent and fair to the farmer, and buys
exclusively from women—a decision which has
increased the status of the women, while
developing a positive brand image for India's
largest food products business.

9.  To encourage co-operation, self-respect & thrift
among the members.
 To help the farmers financially.
 To arrange the sale of milk according to the milk
producers.
 To help in marketing & branding of milk products
& creating a supply chain to promote them.

11. 1. Gujarat co-operative Milk Marketing Federation
(GCMMF) is India's largest food products
marketing organization.
2. It is a state level apex body of milk
co-operatives in Gujarat.
3. This aims to provide remunerative returns to
farmers & serve the interest of consumers by
providing quality of the product for value of
money.

12. The G C MMF logo is
one of four hands
supporting each other in a
circle.
This image was specially
chosen to imply support
and cooperation among
the farmers for their
development.

13.  Consumer Packs
1. Amul Pure Ghee.
2. Amul Butter .
3. Amul Shrikhand.
 Bulk Packs
I. Amul Skimmed Milk Powder .
II. Amul Full Cream Milk Powder.
Many of our products are now available in the
USA, Gulf Countries and Singapore.

15.  In the early years, AMUL had to face a number
of problems. With every problem came
opportunity.
 Instead of being bogged down by their fate
they were used as stepping stones for
expansion.
 Backward integration of the process led the
cooperatives to advances in animal husbandry
and veterinary practice.

16.  The prime objective of setting up AMUL was
to free the milk producers of Kaira district from
the clutches of private traders and to
protect their economic interest through this
co-operative institution.
 In 1950, three men began working together
on an enterprise that changed the face of
modern India.
1. SHRI TRIBUVANDAS.
2. Shri. V. KURIEN.
3. SHRI. H. M. DALAYA.

17.  The union which started with two societies had
1017 societies with 5, 74,000 members in
2000. The turnover of AMUL from the year
1999-2000 was Rs. 277crores.
 The importance of AMUL for different people
can hardly be over emphasized.

18.  During the year, Member Unions continued to
implement the module on Vision Mission
Strategy (VMS) for primary milk producer
members and Village Dairy Cooperatives.
 Facilitated by specially trained consultants,
1313 Village Dairy Cooperative Societies
(VDCS) have conducted their VMS workshops
and prepared their mission statements and
business plans for the next five years.

19.  Continuing the cleanliness drive at village
level, Member Unions identified and imparted
training to 8474 Core groups comprised of milk
producers and representatives from the
Management of the VDCS during last five
years.
 Member Unions implemented the AI Audit
Competition during the year and in the
process, identified & awarded the best
performing VDCS and AI Workers of these
Societies.

20.  Marketing Principles Of Amul
 raise production and productivity, one must
stimulate and expand the market
 Study demand system rather than production
system
 Capture a commanding share in the market
 Procurement in the hands of the members

21.  To enhance the level of cleanliness, 4386 VDCS
celebrated Red Tag Day on 2nd October with
awards for the best performing VDCS.
 Member Unions implemented the AI Audit
Competition during the year and in the
process, identified & awarded the best
performing VDCS and AI Workers of these
Societies.
 As a part of the Breeding Services
Improvement Programme , training was
imparted to 3451 Core groups at village level in
improvement in Artificial Insemination (AI)
Services.

22.  During the year, 2311 Chairmen and
Secretaries from 1201 VDCS have been covered
under the Chairmen and Secretaries'
Orientation Programme at Mother Dairy,
Gandhi nagar-so as to bolster their leadership
skills and knowledge of the dairy industry
scenario.

23.  As the years passed by, dairy business reached
new heights. The dairy industry of India was
coming up on its own.
 Milk co-operatives was not only working in
Gujarat but also everywhere across the country
under Operation Flood of NDDB, where the
'Anand Pattern' of dairying was being replicated in
its entirety - breeding, feeding, milk collection,
cattle management, disease control, nutrition, milk
processing, product manufacture and marketing.

24.  Operation Flood, which was perhaps, world’s
largest development programme, was based on the
rich experience gained from the Amul model, also
popularly known as ‘Anand Pattern’.
 ‘Anand Pattern’ is an innovative three-tier
organization structure combines the productive
genius of farmers with professional management
and modern technology.
 The cooperatives are able to build markets, supply
inputs and create value-added processing.

25.  Prompt and remunerative payment for
produce of good quality has ensured the best
incentive for the farmer to increase production
and quality.
 The three-tier ‘Anand Pattern’ structure
consists of a Cooperative Society at village
level affiliated to a Milk Union at District level,
the three-tier structure was formed in order to
delegate responsibilities at various levels such
that there is no internal competition and
economics of scale is achieved.
 The Village Cooperative is the primary society
under the three-tier structure.

26.  It has membership of milk producers of the village
and is governed by an elected Management
Committee consisting of 9 to 12 elected
representatives of the milk producers.
 The main function of this cooperative society is to
collect surplus milk from the milk producers of the
village and make payment based on quality and
quantity.
 It also provide support services to the members
like Veterinary First Aid, Artificial Insemination
Services, Cattle-feed sales, mineral mixture sales,
fodder & fodder seed sales, conducting training on
Animal Husbandry and Dairying, etc.

27.  Milk procurement is AMUL’s core competence.
 AMUL has constantly been providing better and
better facilities to the farmers in order to retain
them, and thus made this area their competitive
strength.
 AMUL has been successful in retaining its huge
supplier base of around 10 lac farmers spread
across 1073 villages in Gujarat.
 For over 50 years the farmers go everyday to give
their collected milk to the village level society
twice a day.
 There is a sense of responsibility that the farmers
have for their organization called AMUL.

28.  Amul embarked upon its illustrious journey as
a beacon for the Indian cooperative movement
in 1946.
 Amul is the epitome of a unique model of
cooperative development called the Amul
Pattern.
 Further, the vision that gave this network a
solid shape and the management skills that
keep it running like a well-oiled machinery are
hard to underestimate.

29.  ‘Be Affordable and Be Available’ is
the pricing mantra of AMUL.
The major cost components of AMUL are:
 Fuel
 Distribution channel management
 Minimum support price to farmers
 Administration expenses

30. IT in AMUL:
 Electronic milk testers
 Computerized milk collection and milk a/c
systems
 Bulk milk coolers
 Cyber shops in US, Dubai and Singapore
 Inventory data
 Email
 Information Technology (IT) has played a
significant role in developing the AMUL
brand.

32.  Dr. Kurien was born on 26th, November 1921.
He graduated with Physics from Loyola
College at Madras in 1940 and then did
B.E.(Mech) from the Madras University
 He then went to USA on a government
scholarship to do his Master of Science in
Mechanical Engineering from Michigan State
University.
 He returned from the U.S.A in 1948 and joined
government service.
 He was posted as a Dairy Engineer at the
government creamery, Anand, in May 1949
.

33.  This led to the success story that is AMUL.
 Dr. Verghese Kurien left his government job
and volunteered to help the KDCMPUL to set
up a processing plant.
 Dr. Verghese Kurien is called the "father of the
white revolution" in India.

34.  The National Dairy Development Board
(NDDB) was created in 1965 by Prime Minister
Lal Bahadur Shastri under the leadership of Dr.
Kurien.
 He went on to set up the GCMMF (Gujarat
Cooperative Milk Marketing Federation) in
1973 to market the products produced by its
dairies. Dr. Kurien successfully led India to
becoming the largest milk producer in the
world.

35.  50 years after it was first launched, AMUL's
sale figures have jumped from 1000 tones a
year in 1966 to over 25,000 tones a year in 1997.
 The third tier is responsible for the marketing
aspects of the various dairy products from the
district milk union and village dairy
cooperatives level under the common brand
name of AMUL.
 The largest of such state federations is the
Gujarat Cooperative Milk Marketing
Federation with its corporate office at Anand,
Gujarat.

36.  Every year AMUL spends less than 1% of its
annual revenue on advertising extremely
successful ‘Utterly Butterly’ campaign.
 AMUL has never used celebrities to endorse their
products.
 AMUL uses point of purchase advertising by
painting the shutters and coolers of stores than
primarily stock AMUL products.

37. ‘The Taste Of India’
Amul identifies itself as a brand for
anyone who likes dairy products.

38.  AMUL’s earlier television advertisements featured
village women of the Kaira district
 tag line ‘Lets go out for an AMUL ice cream’
showcasing their full range of ice creams.
 GCMMF has always focused on communicating
the mother brand
 ad campaign ‘AMUL, The Taste Of India’ in which
most of the product categories have been
displayed.

39. FRESH MILK
 AMUL: Focusing on
developing entire white milk
market
 BRITANNIA: Focusing on
flavored high margin market.
Plans to capture tea markets.
BUTTER
 AMUL: Plans to protect near
dominance in low margin
market with price.
 NESTLE: An outsourced
product to complete dairy
range.

40. CHEESE
 AMUL: Wants to create institutional market for its Mozirella
Cheese.
 NESTLE: Focusing on top class outlets and seeking to
maintain its leadership in cheese slices.
ICE-CREAM
 AMUL: Expanding market with snow cap. Launched
Fundoo to combat
 HLL’s MaxHLL: Focusing on lower price points. Building a
national chain of ice cream parlors.
 NIRULAS: Fortifying Delhi-centric presence with ice cream
only retail chain.
CHOCOLATES / CONFECTIONERY
 AMUL: Launching a puffed rice centre bar. Planning to
enter value added segments.
 CADBURY: Re-Launched 5 Star and Gems.
 NESTLE: Soaring up market share of Kit-Kat

41.  Amul attributes its success to cost-effective
production.
 Amul proposes to set up 10,000 `Amul Parlors'
across the country.
 This 2,258 crore co-operative is planning to
foray into restaurants, ready-to-eat curries etc.
 Its numerical target is a turnover in excess of
Rs. 10,000 crore by 2006.
 'Amul is a brand that is trustworthy of 1000
million Indians.