Introduction

The co-operative is referred to as Anand Milk

Federation Union Limited hence the name AMUL.
It all began when milk became a symbol of protest
Founded in 1946 to stop the exploitation by
middlemen
Inspired by the freedom movement

How did it all start?

The seeds of this unusual saga were sown
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 Sardar Vallabhbhai 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 in 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
Dr Verghese Kurien, founder-chairman of the GCMMF
for more than 30 years (19732006), is credited with
the success of Amul.

Facts of the Amul Brand

GCMMF (AMUL) has the largest distribution network for any FMCG
company. It has nearly 50 sales offices spread all over the country,
more than 5000 wholesale dealers and more than 700000 retailers.
Amul became the world's largest vegetarian cheese and the largest
pouched-milk brand.
AMUL is also the largest exporter of dairy products in the country.
AMUL is available today in over 40 countries of the world.
The major markets are USA, West Indies, and countries in Africa,
the Gulf Region, andSAARCneighbours, Singapore, The Philippines,
Thailand, Japan and China, and and a few South African countries.
Its bid to enter the Japanese market in 1994 did not succeed, but it
plans to venture again.
In September 2007, Amul emerged as the leading Indian brand
according to a survey by Synovate to find out Asia's top 1000
Brands.
In 2013, Amul was named the Most Trusted brand in the Food and
Beverages sector inThe Brand Trust Report, published by Trust
Research Advisory.

Mascot
Origin
The Amul girl was created as a response to Amul's
rival brand Polson's butter-girl. The idea was
conceived in 1967
And whats the Mascot?
Since 1967 Amul products'mascothas been the very
recognisable "Amul baby" orAmul girl(a chubby
butter girl usually dressed inpolka dotted dress)
showing up on hoardings and product wrappers with
the taglineUtterly Butterly Delicious Amul.
The mascot was first used for Amul butter. In recent
years in a second wave of ad campaign for Amul
products, she has been used for other products
likegheeand milk.
Utterly Butterly Delicious Amul

Plant Layout
There are Four Plants of Amul located in India :
1) First Plant, is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk
power, flavored milk, and butter milk.
2) Second Plant, is at MOGAR, which engaged in manufacturing chocolate, nutriamul and amul
lite
3) Third Plant, is at KANJARI, which is engaged in producing cattle feed
4) Fourth Plant, is at KHATRAJ, which engaged in producing cheese.

Quality
1) Quality Policy
The motivated and devoted work-force of AMUL- are committed to produce
wholesome and safe foods of excellent quality to remain market leader through
deployment of quality management systems, state-of-art-technology, innovation
and eco-friendly operations to achieve satisfaction of customers and betterment of
milk producers
2) Quality of life
Assured market for their milk and daily income round the year from milk has improved the
quality of life of farmers. The role village dairy co-operative societies in the over all
development of the villages have brought better social infrastructures in the villages such as
roads, communication system, schools, health centers, water facilities, banks etc.

Marketing Concept

AMUL has also its own marketing concept. AMUL targets all type of customers like babies,
children, young customers and old age customers etc. Amul tries best for satisfying needs by
providing good quality products.

Products: Amul Butter, Amul Cheese, Amul ice-creams, Amul milk, Amul ghee

Price: The prices of products of Amul are also decided by the GCMMF. the price is inclusive
of several elements like: cost of milk, labour cost, processing cost.

Place: Amul has developed federations and Amul parlours located in several parts of country.
Amul have managed to create more than 2300 retail stores of its own.

Promotion: It includes a variety of techniques including advertisement, sale promotion, .

Television is the best media for advertising in the local areas. Hoardings are also installed at
popular spots in a particular region

Initiative in Developing Rural

Markets

To purchase all the milk that member farmers produce

To estabilish tele-centers and enhance technology in villages

To sell liquid milk at affordable prices

To develop services that will improve lives of the rural poor

To hire professional managers, whose values help upliftment of the poor

Collection & Supply

Chain

METHOD OF COLLECTING
MILK
( AKASHGANGA ) :

Milk is collected at the co-operative milk collection

centers which are located with in 5-10 kms of the
villages supplying the milk.
Daily collection varies from 1000 lt. to 10000 lt .
Each farmer is given a card as an identification .
The farmer arrives at the counter and drops the card
into a box which reads it electronically and transmits
the identification number to the PC .
Then the milk is emptied and instantly the weight of
the milk is displayed to the farmer as well as
communicated it to a PC .
Finally the milk is transported to the diary through
pipes and then cans n pumps .

Traditional method of collecting milk

The traditional method or practice of milk collection
by Village Co-operative society.
Milk is acceptd by volumes , test out fat content on
electronic milk-o-tester and enter the data manually in
the member's card within limited time of milk
collection.
After studying the details, the Company developed an
unique system to automise milk procurement operations
of village milk cooperative society.
AKASHGANGA revolutionised the Indian Dairy
Industry by replacing the traditional methods by
fully automating milk collection process .

Impact of Amul Brand

Customers are too much benefited
today
Amul Diary gas major share of
processed liquid milk in India
It reaches 750 towns and cities through
the national milk grid network
Over the years brands of diary products
have become known for their quality
and value

Amul formed several co-operative societies for a group of

villages. These co-operative societies had the task of collecting
milk from the village farmers twice a day. The payment was
made to the farmers according to the fat content in the milk.
Sufficient steps (as standard fat measurement machine, surprise
checks, educating farmers etc.) were taken to prevent
malpractices and enhance the overall process. Milk cans were
then transferred to nearby Milk Chiller Unit on the same day. It
was kept in storage there for few hours then they were
transferred for the pasteurization and finally to the cooling and
packaging unit. After that milk was delivered to the wholesale
distributor and then to the retailers and finally to the consumer .
Thus following two-level distribution marketing channel.

Objectives of Amul
The objective of Amul, the dairy
cooperative in India, is to spur
theWhiteRevolution in the country
and make India thelargestproducer
of milk and milk productsin the
world. The cooperative is shared
between over 2.8 million dairy
producers.

 To help the farmers financially

To arrange the sale of milks
according to the milk producers
To help in marketing and selling of
milk products and to create a supply
chain to promote them
To encourage milk production among
its members

Amul Products

 Amul's product rangeincludes milk

powders, milk, butter,ghee, cheese,Masti
Dahi,Yoghurt,Buttermilk, chocolate,ice
cream,cream,shrikhand,paneer,gulab
jamuns, flavoured milk, basundi, Amul Pro
brand and others. Amul PRO is a recently
launched brown beverage just like
bournevita and horlicks offering whey
protein, DHA and essential nutrients. In
January 2006, Amul launched India's
firstsports drink, Stamina, which competes
withCoca
Cola'sPoweradeandPepsiCo'sGatorade.

In August 2007, Amul introduced Kool

Koko, a chocolate milk brand extending its
product offering in the milk products
segment. Other Amul brands are Amul
Kool, a low-calorie thirst quenching drink;
Masti Butter Milk; and Kool Cafe, ready to
drink coffee.

 Amul's ice-creams are made from milk fat

and thus are icecreams in real sense of the
word, while many brands in India sell
frozen desserts made from vegetable fat.
Amul's sugar-free Pro-Biotic Ice-cream won
The International Dairy Federation
Marketing Award for 2007.