AMUL ICE CREAM

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.[2] The word amul ( ) is derived from the Sanskrit word amulya( ), [3] meaning invaluable. The co-operative is sometimes referred to as Anand Milk Union Limited. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat.[4] Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products.[5] In the process Amul became the largest food brand in India and has ventured into markets overseas. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (19732006), is credited with the success of Amul

History[edit]
Amul the co-operative registered on 1 December 1946 as a response to the exploitation of marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in the small city distances to deliver milk, which often went sour in summer, to Polson. The prices of milk were arbitrarily determined. Moreover, the government had given monopoly rights to Polson to collect milk from Anand and supply it to Bombay city.[7][8] Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low prices).[9] He sent Morarji Desai to organise the farmers. In 1946, the milk farmers of the area went on a strike which led to the setting up of the cooperative to collect and process milk.[8] Milk collection was decentralized, as most producers were marginal farmers who could deliver, at most, 12 litres of milk per day. Cooperatives were formed for each village, too.[10] The cooperative was further developed and managed by Dr.Verghese Kurien with H.M. Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the world) and a little later, with Kurien's help, making it on a commercial scale,[11] led to the first modern dairy of the cooperative at Anand, which would compete against established players in the market. The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were set up.[8] To combine forces and expand the market while saving on advertising and avoid competing against each other, the GCMMF, an apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which had the brand name Amul with it since 1955, transferred it to GCMMF.[12] In June 2013, it was reported that the Kaira District Cooperative Milk Producers Union Limited, better known as Amul Dairy, had signed a tripartite agreement to start a dairy plant in Waterloo village in upstate New York. The plant will initially manufacture paneer and ghee. Amul will use an existing dairy plant owned by New

Jersey-based NRI Piyush Patel for manufacturing. The plant is strategically located, as it close to supply centres from where raw material is procured, and is near New Jersey, which has a large Indian population.[13] Amul said that it will be able to produce and supply Amul products in the US as well as Canada and export it to Europe, under the arrangement. Adding to the success, Dr. Madan Mohan Kashyap (faculty Agricultural and Engineering Department, Punjab Agricultural University Ludhiana), Dr. Bondurant (visiting faculty) and Dr Feryll (former student of Dr Verghese Kurien), visited the Amul factory in Gujarat as a research team headed by Dr. Bheemsen. Shivdayal Pathak (ex-director of the Sardar Patel Renewable Energy Research Institute) in the 1960s. A milk pasteurization system at the Research Centre of Punjab Agricultural University (PAU) Ludhiana was then formed under the guidance of Kashyap. it is good product .

Company info[edit]
The GCMMF is the largest food products marketing organisation of India. It is the apex organisation of the dairy cooperatives of Gujarat. Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk products with millions of consumers in India. [citation needed] The cooperatives collect on an average 9.4 million litres[citation needed] of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes.[citation needed] The turnover of GCMMF (AMUL) during 201011 was 97.74 billion (US$1.5 billion). It markets the products, produced by the district milk unions in 30 dairy plants. The farmers of Gujarat own the largest state of the art dairy plant in Asia Mother Dairy, Gandhinagar, Gujarat which can handle 3.0 million litres of milk and process 160 MTs of milk powder daily..[citation needed] On 18 August 2012, Vipul Chaudhary of Mehsana district's milk cooperative was elected chairman of GCMMF, following a court's intervention

SWOT ANALYSIS
STRENGTH: Manufacturer of milk not trader of milk Largest food company in India Most trusted brand in India Market leader in Butter, milk, cheese, condensed milk, Work on VALUE FOR MONEY concept Cheap costing to compete against competitor Working on focused business Disciplined and excellent distribution network Simple but to the heart promotional strategy (topical) Supported by state & central govt. Continues need of product since perishable Free from TB pathogens

 High Quality maintained (UV pasteurization) Highly organized sector Technical manpower: Professionally trained, technical human resource pool, built over last 30 years. Dairy cooperatives generate employment opportunities for about 12 million farm families. WEAKNESS: Perishable nature of product No diversification Lack of aggressive marketing Since it is cooperative society thus take time to implement new strategies Accountability???? Cooperative society Lack of infrastructure to suffice international norms Lack of control over yield: Theoretically, there is little control over milk yield. However, increased awareness of developments like embryo transplant, artificial insemination and properly managed animal husbandry practices, coupled with higher income to rural milk producers should automatically lead to improvement in milk yields. OPPORTUNITY: Huge opportunity in dry areas of India such as Hyderabad, Rajasthan etc. Good margin can be obtained if started EXPORT in Asian and African countries Tie-up with local small unorganized milk producer like Mahananda, Gokul, Aarey to fight against big MNCs Brand extension can be done like to introduce bread,mithai, cosmetics Amul parlors should be opened like Aarey stalls While currently COLA controversy going on , Amul should tap market aggressively THREATS: MNC competitor such as Nestle, Britania Local competitor such as Aarey, Mahananda etc. Bann on PLASTIC Misuse of brand name (There is a brand named Amol which sells icecreams) Misinterpretation of Ads The Indian dairy industry, following its delicensing, has been attracting a large number of entrepreneurs.