At

the

initial

stage

only

250

liters of milk was collected everyday. But with the growing

awareness of the benefits of the cooperativeness, the collection
of milk increased. Today Amul collect 11 lakhs liters of milk
everyday. Since milk was a perishable commodity it becomes
difficult to preserve milk flora longer period. Besides when the
milk was to be collected from the far places, there was a fear of
spoiling of milk. To overcome this problem the union thought
out to develop the chilling unit at various junctions, which
would collect the milk and could chill it, so as to preserve it for
a longer period. Thus, today Amul has more than 150 chilling
centers in various villages. Milk is collected from almost 1073
societies.

With the financial help from UNICEF, assistance from the

govt. of New Zealand under the Colombo plan, of Rs. 50

millions for factory to manufacture milk powder and butter was

planned. Dr.Rajendra Prasad, the president of India laid the
foundation on November 15, 1954. Shri Pandit Jawaharlal
Nehru, the prime minister of India declared it open at Amul
dairy on November 20, 1955.

PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured

market at remunerative prices for producers' milk besides
acting as a channel to market the production enhancement
package. What's more, it does not disturb the agro-system of
the farmers. It also enables the consumer an access to high
quality milk and milk products. Contrary to the traditional
2

system, when the profit of the business was cornered by the

middlemen, the system ensured that the profit goes to the
participants for their socio-economic upliftment and common
good.
Looking back on the path traversed by Amul, the following
features make it a pattern and model for emulation elsewhere.
Amul has been able to:
Produce an appropriate blend of the policy makers farmers
board of management and the professionals: each group
appreciating its rotes and limitations,
Bring at the command of the rural milk producers the best
of the technology and harness its fruit for betterment.
Provide a support system to the milk producers without
disturbing their agro-economic systems,
Plough back the profits, by prudent use of men, material
and machines, in the rural sector for the common good
and betterment of the member producers and
Even though, growing with time and on scale, it has
remained with the smallest producer members. In that
sense.

Amul

is

an

example

par

excellence,

of an

intervention for rural change.

The Union looks after policy formulation, processing and
marketing of milk, provision of technical inputs to enhance milk
yield of animals, the artificial insemination service, veterinary
3

care, better feeds and the like - all through the village societies.
Basically the union and cooperation of people brought Amul
into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name
which suggest THE TASTE OF INDIA.

Plants

First plant is at ANAND, which engaged in the manufacturing

of milk, butter, ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing

chocolate, nutramul, Amul Ganthia and Amul lite.

Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing

cheese.

Today,
twelve dairies are producing different products under the
brand name Amul. Today Amul dairy is no. 1 dairy in Asia and
no. 2 in the world, which is matter of proud for Gujarat and
whole India.

BOARD MEMBERS

Shri Ramsinh Prabhatsinh Parmar

Shri Rajendrasinh Dhirsinh Parmar
Shri Dhirubhai Amarsinh Zala
Smt. Mansinh Kohyabhai Chauhan
Shri Maganbhai Gokalbhai Zala
Shri Shivabhai Mahijibhai Parmar
Shri Pravinsinh Fulsinh Solanki
Shri Chandubhai Madhubhai
Parmar
Shri Bhaijibhai Amarsinh Zala
Shri Bipinbhai Manishankar Joshi
Smt. Sarayuben Bharatbhai Patel
Shri Ranjitbhai Kantibhai Patel

Chairman
ViceChairman
Director
Director
Director
Director
Director
Director
Director
Director
Director
Director

Managing
Shri B. M. Vyas

Director
G.C.M.M.F
District

Shri Deepak Dalal

Registrar
Managing

Shri Rahul Kumar

Director

ADVERTISEMENT FOR AMUL

RESEARCH
METHODOLOGY

10

RESEARCH OBJECTIVES
To know the relationship of sales with the advertisement.
To know awareness of people towards Amul chocolates.
To

know

in

which

segment

chocolates

are

mostly

like/preferred.
To know which advertisement tool is mostly preferred by
people.
To know the preference of

Amul

chocolates with

comparison to
Other competitive brands.
To know the factors which affects consumers buying
behaviour
to purchase chocolates.

3. LITERATURE REVIEW OF AMUL CHOCOLATES:

A study conducted on amul chocolates of the market for
confectionery products in India.A report prepared for the
National Confectioners Association January, 2005
A report prepared for The National Confectioners Association
Report prepared by mitalishah19 Date Submitted: 09/03/2011

11

 To Analyze Sales of Dairy Products Amongst Unorganized

Retailers and Concept Testing of Aseptic milk in Pouch for Amul in
Pune and PCMC region.
Post Graduate Diploma in Management (Marketing) By
SHASHANK SHEKHAR AGARWAL
Study conducted for amul at Indira School of Business Studies,
Tathawade, Pune 411033 Report prepared by zebrarhino Data
submitted: 10/7/2010
DESSERTATION REPORT ON INDIAN CHOCOLATE
INDUSTRY OF AMUL Submitted by Ankur arora (MBA) AMITY
INTERNATIONAL BUSINESS SCHOOL
(AMITY UNIVERSITY,NOIDA, Sec-44.)

Sales and distribution management of AMUL SUBMITTED By:

Nirmay Abichandani M-09-01
Dilip Pawara M-09-38
MICRO ANALYSIS OF AMUL & GUJARAT COOPERATIVES OF
MILK MARKETING FEDERATION Submitted by: Rashid Ali.
Rukmini Devi Institute of Advanced Studies (Aff. To Guru Gobind
Singh Indraprastha University)
EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT
TOWARDS ITS SALES
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCESUNION
LIMITEDANAND submitted by: chandraj 1st may to june 30th
Amul taste of india Submitted by: 666 preran88 Date of
submitted:02/07/2011 Dept of Management

12

GFGC, Mysore
AMUL CHOCOMINIS By: anmol.rao Nov 03, 2008
amul chocolate are really amulya By: mdtabishnasim Aug 19,
2007
Master in business administrative Of Doon Business
SchoolDehradunProject report OnMARKET RESEARCH WITH
REFERENCE TO Amul Chocolate
Lt.Col.(Dr.) Anirudh tomarMBA 2nd Semester Director Doon
Business School
DOON BUSINESS SCHOOL
A study on penetration amul chocolates in retail outlets of pune
city
This study is conducted from 8th june 09 to 8th august 09 By:
sumeet singh jasrotia PGDM,ASOMA,Asian school of management
studies
Business Strategies for Managing Complex Supply Chains in Large
Emerging Economies: The Story of AMUL Pankaj Chandra
Devanath Tirupati Indian Institute of Management Vastrapur,
Ahmedabad 380015 India chandra@iimahd.ernet.in
devanath@iimahd.ernet.in Revised April 2003
Summer internship PROJECT Post Graduate Diploma in Business
Management, Report on Identifying factors behind decreasing
market share of amul chocolate and study of consumer behavior
Submitted by :-Arpita Gupta
PGDM,Summer Internship Report, PGDM 09-11 | 1
Amul products in india, Submitted by: pinkykh. Date submitted:
4/18/2010

13

 Effectiveness of advertising in amul chocolates,

qweryallprojectreports@gmail.com, Submitted by: BK Mehata.
Date: 3/06/2005
RESEARCH INSTRUMENT USED - DETAILS & WHY?
The data collected for this project is Questionnaire
Questionnaire in the project consists of:

Multiple choice questions

Dicthomus
Open ended question
SAMPLING TECHNIQUE USED & SAMPLE SIZE
SAMPLING METHODS
The whole city of Madurai was divided into some geographical
areas and I have chosen annanagar, k.k nagar, periyar,
gowripalayam, south masi street, west masi street,
bypass road, villapuram . The total sample size was 197.
CLUSTER SAMPLING
Here the whole area is divided into some geographical area and
a definite number of consumers were to be surveyed.
CONVINIENCE SAMPLING

14

This type of sampling is chosen purely on the basis of

convenience

and

according

to

convenience.I

visited

Superstores, Theatres and Gymnasium.

SAMPLING
1. Sampling Technique

: Non probability sampling

(A non probability sampling

technique is
that in which each element in the
population does not have an equal
chance of getting selected)

2. Sample Unit

People

who

buy

chocolates

available
in retail outlets, superstores, etc
3. Sample size

: 197 respondents (Age ranging

between 15 yrs to 65 yrs)

4. Method

Direct

interview

questionnaire.
5. Data analysis method : Graphical method.
6. Area of survey

: Madurai District.

15

through

FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire

was

prepared

keeping

the

objective

of

research in mind.
Questions were asked to respondents as regards to there
willingness to purchase Chocolates.
The help of questionnaires conducted direct interviews, in
order to get accurate information.
In order to get correct information I had to approach
consumers ranging from 15 yrs to 65 yrs.
I visited as many respondents as I can and asked them their
real likings about any chocolate and also got an idea, How a
chocolate should be?

In

order

to

collect

accurate

information

visited

to

Superstores, Theatres and Gymnasium, each and every

question was filled personally by the respondents and
checked properly.

16

17