The Taste of India, a brand so distinctively Indian has been a part of our lives for nearly five decades now and still is able to touch a chord in our hearts. As a brand AMUL has grown from being merely a differentiating factor to protect the interests of producers and consumers. AMUL inspired ‘Operation Flood’ and heralded the ‘White Revolution’ in India. It began with two village cooperatives and 250 liters of milk per day, nothing but ooze compared to the flood it has become today. AMUL distributes over a million liters of milk per day, it also collects and processes various milk products, during the peak, on behalf of more than a thousand village individually owned by half a million farmer members. AMUL too has become a symbol of the aspirations of millions of farmers. This presentation is made by Prajjwal Sharma Student of MBA finance in prestige institute of management indore Hope it will help you to understand the amul in short and crisp form All the very best 💯

1. PRESTIGE INSTITUTE OF MANAGEMENT AND RESEARCH
MBA SEM 1
BATCH (2023-
2025)
SUBJECT - FUNDAMENTALS OF MANAGEMENT
SUBMITTED TO - -PROF KULJEET CHOUREY

2. LABDHI JAIN SEJAL PATIDAR
PRAJJWAL SHARMA PANKAJ VERMA
(TEAM LEADER)
SHALINI

4. ACTIVITIES NEED TO BE
CONTROLLED IN
ORGANIZATION

5. • Amul (Anand Milk Union Limited) is a cooperative dairy
organization based in Anand, Gujarat, India.
• Established in 1946 by dairy farmers to counter unfair
pricing and distribution, led by Tribhuvandas Patel.
• Played a vital role in India's "White Revolution" by
promoting modern dairy practices, making India the
world's largest milk producer.
• Known for witty advertising campaigns featuring the
"Amul Girl," who comments on various events with
clever cartoons.
• Offers dairy products like butter, ghee, milk powder, and
yogurt, as well as chocolates, ice cream, and packaged
foods.
• Exports products to various countries, with joint
ventures and subsidiaries globally.
• Empowers rural livelihoods through a cooperative
model, enhancing farmer income and quality of life.

6. • A vision is a broad and aspirational statement that
outlines an organization's long-term desired future
state or what it hopes to achieve over a significant
period.
• A mission is a concise statement that defines an
organization's core purpose, its primary reason for
existence, and the key activities it undertakes to fulfill
its purpose.
• Goals are specific, measurable, and time-bound targets
or achievements an organization sets to work toward its
mission and vision.
• Objectives are detailed, specific, and often numeric
statements that further refine goals. They are concrete
and describe what needs to be achieved to reach a goal.

8. MISSION
• To uplift dairy farmers by providing them fair pricing, technical support,
and sustainable livelihoods through a cooperative framework.
• To produce and deliver a wide range of high-quality dairy products to
consumers, meeting their nutritional needs and preferences.
• To embrace technological advancements and innovative practices to enhance
efficiency in milk collection, processing, and distribution.
• To contribute positively to society by generating employment, supporting rural development,
and promoting self-sufficiency.
• To build and maintain consumer trust through consistent product quality, transparent
practices, and effective communication.
• To expand reach beyond Indian borders by exporting dairy products
and establishing international partnerships.

9. Societal Impact:
• Goal: Contribute to society through
employment and development.
• Objective: Support education, healthcare,
and community initiatives.
Sustainability:
• Goal: Adopt eco-friendly practices in
farming and production.
• Objective: Minimize environmental
footprint.
Global Presence:
• Goal: Expand Amul's reach beyond India.
• Objective: Enter international markets and
establish partnerships.
Brand Excellence:
• Goal: Maintain a strong brand image.
• Objective: Implement effective marketing
and communication strategies.
AMUL

10. Empower Farmers:
• Goal: Improve farmers' livelihoods through fair
pricing and support.
• Objective: Ensure sustainable income for dairy
farmers.
Quality Products:
• Goal: Deliver high-quality dairy items to meet
consumer needs.
• Objective: Maintain strict quality standards in
production.
Innovation and Efficiency:
• Goal: Embrace technology for efficient milk
processing.
• Objective: Enhance productivity and reduce
wastage.

12. VALUE FOR
MANY
VALUE FOR MONEY

13. EXTERNAL
STRUCTURE

14. Decisions of Manager in
Controlling

15. In summary, Amul's managers make a wide range of control decisions to
ensure the efficient and effective functioning of their dairy cooperative.
These decisions are critical for maintaining product quality, meeting
market demand, and sustaining the cooperative's success in the highly
competitive dairy industry.

16. ACTIVITIES NEED TO BE
CONTROLLED IN ORGANIZATION
Amul, being a prominent dairy cooperative in India, engages in various activities that require
effective control to ensure efficient operations and the delivery of high-quality dairy products.
Here are some key activities within Amul that need to be controlled-
MILK PROCUREMENT
MILK PROCESSING
QUALITY CONTROL
SUPPLY CHAIN MANAGEMENT
NEW PRODUCT DEVELOPMENT
PRODUCTION
SCHEDULING

17. Effective control over these activities allows Amul to maintain its position as
a trusted and leading dairy cooperative in India, providing high-quality
dairy products to consumers while ensuring the sustainability of its
operations.

18. VERGHESE KURIAN
-THE MILKMAN OF
INDIA
LEADER THAT INSPIRED US
• Born on 26th November 1921 in a Syrian
Christian family at Kozhikode, Kerala.
• Got a scholarship study in US and
obtained M.S. degree
• On his return to india formed the
government dairy at anand , gujrat.
• Set up milk processing plant,Now known
as Amul dairy.
• Developed amul dairy to a large co-
operative dairy.

19. WHY HE IS AN
INSPIRATIONAL LEADER
• It was launched in 1970 and also known
as operation flood.
• It transformed india from a milk deficient
nation to world’s largest milk producer.
• Initiated by LalBahadurShastri. It
associated with a sharp increase in milk
production in the country.
• Verghese kurien was given the title “Milkman of india”
because he created milk powder using buffalo milk
instead of cow milk when the world was still using milk.
• He also played a key role in establishing the success of
amul brand.
• Architect behind success of largest dairy development
program in the world.
• Chairman of national dairy development board (NDDB)
& Gujarat co-operative milk marketing federation ltd
(GCMMF)

20. Measures adopted by Varghese
kurien for the success of Amul.
ITS IMPACT
Reduction in poverty in india and a better off society
Stopped the exploitation of farmers from the middleman