Amul

Introduction

The co-operative is referred to asAnand Milk Federation Union Limitedhence the name AMUL.

It all began when milk became a symbol of protest

Founded in 1946 to stop the exploitation by middlemenInspired 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 tradeThe 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 BrandGCMMF (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 OriginThe 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 LayoutThere are Four Plants of Amul located in India : First Plant, is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk power, flavored milk, and butter milk. Second Plant, is at MOGAR, which engaged in manufacturing chocolate, nutriamul and amul liteThird Plant, is at KANJARI, which is engaged in producing cattle feedFourth Plant, is at KHATRAJ, which engaged in producing cheese.

Quality1) 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

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 ConceptAMUL has also its own marketing concept.AMULtargets all type of customers likebabies, children, young customers and old age customers etc. Amul tries best forsatisfying 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 ofseveral 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

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 Initiative in Developing Rural Markets

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 BrandCustomers are too much benefited todayAmul Diary gas major share of processed liquid milk in IndiaIt reaches 750 towns and cities through the national milk grid networkOver 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 AmulThe 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 financiallyTo arrange the sale of milks according to the milk producersTo help in marketing and selling of milk products and to create a supply chain to promote themTo 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.