Synopsis on Amul

Ratings: (0)|Views: 142|Likes: 3

Published by Nishant Mogre
See More
PROJECT ON
AMULSYNOPSIS1)INTRODUCTION
The Birth of Amul
Gujarat Cooperative Milk Marketing
Federation Ltd. (GCMMF), is India's
largestfood product marketing organisation
with annual turnover (2010-11) US$
2.2billion. Its daily milk procurement is
approx 12 million lit (peak period) per
dayfrom 15,712 village milk cooperative
societies, 17 member unions covering
24districts, and 3 million milk producer
members.It is the Apex organisation of
the Dairy Cooperatives of Gujarat,
popularlyknown as'AMUL', which aims to
provide remunerative returns to the
farmersand also serve the interest of
consumers by providing quality products
whichare good value for money. Its success
has not only been emulated in India
butserves as a model for rest of the
World. It is exclusive marketing
organisationof 'Amul' and 'Sagar' branded

products. It operates through 47 Sales

Officesand has a dealer network of 5000
dealers and 10 lakh retailers, one of the
largestsuch networks in India.GCMMF is
India's largest exporter of Dairy Products.
It has been accorded a"Trading House"
status. Many of our products are available in
USA, Gulf Countries, Singapore, The
Philippines, Japan, China and Australia.
GCMMFhas received the APEDA Award from
Government of India for Excellence inDairy
Product Exports for the last 13 years. For the
year 2009-10, GCMMF hasbeen awarded
"Golden Trophy' for its outstanding export
performance andcontribution in dairy
products sector by APEDA.For its consistent
adherence to quality, customer focus and
dependability,GCMMF has received
numerous awards and accolades over the
years. Itreceived the Rajiv Gandhi National
Quality Award in1999 in Best of
AllCategory. In 2002 GCMMF bagged India's
Most Respected Company Awardinstituted
by Business World. In 2003, it was
awarded the The IMCRamkrishna Bajaj
National Quality Award - 2003 for adopting
noteworthyquality management practices
for logistics and procurement. GCMMF is
thefirst and only Indian organisation

to win topmost International

DairyFederation Marketing Award for
probiotic ice cream launch in 2007.The Amul
brand is not only a product, but also a
movement. It is in one way,
therepresentation of the economic
freedom of farmers. It has given farmers
thecourage to dream. To hope. To live.
You're reading a free preview.
Pages 2 to 5 are not shown in this preview.
Read the full version
2)OBJECTIVE & SCOPE
The main objective of Amul is to help
farmers i.e. Milk producers. Amul
systemworks under objective of highest
possible compensation to the milk
[reducersand lowest possible price to
consumers. Farmer are paid money in
cashpayment for the milk. Milk gives them
money for the daily necessities. Amul
isthe one who started using their profits for
the milk producers common good.
3)GCMMF Today
GCMMF is India's largest food products
marketing organization. It is astate level apex

body of milk cooperatives in Gujarat, which

aims to provide remunerative returns to the
farmers and also serve the
interest of consumers by providing affordable
quality products. GCMMF markets andmanages
the Amul brand. From mid-1990s Amul has entered
areas notrelated directly to its core business.
Its entry intoice creamwas regarded
assuccessful due to the large market share it
was able to capture within ashort period of time
primarily due to the price differential and the
brandname. It also entered the pizzabusiness,
where the base and the recipeswere made
available to restaurant owners who could price
it as low as 30rupees per pizza when the other
players were charging upwards of 100rupees.
4)Company info
T
he Gujarat Cooperative milk Marketing
Federation Ltd, Anand (GCMMF)is the largest
food products marketing organisation
of India. It is theapex organization of the
Dairy Cooperatives of Gujarat. Over the
lastfive and a half decades, Dairy
Cooperatives in Gujarat have created
aneconomic network that links more than
3.1 million village milk producers with
millions of consumers in India These

cooperativescollect on an average 9.4

million litres of milk per day from their

You're Reading a Free Preview

Page 2 is not shown in this preview.
Download
producer members, more than 70% of
whom are small, marginalfarmers and
landless labourers and include a sizeable
population of tribal folk and people
belonging to the scheduled castes.
The turnover of GCMMF (AMUL) during 2010-11
was 97.74 billion(US$2.15 billion). It markets the
products, produced by the district milk unions in
30 dairy plants,The farmers of Gujarat own the
largest state of theart dairy plant in Asia
Mother Dairy, Gandhinagar, Gujarat which
canhandle 2.5 million litres of milk per day and
process 100 MTs of milk powder daily.
[
citation needed
]
[edit]
5)The Product Range

BreadspreadsAmul Butter, Amul

L i t e , D e l i c i o u s Ta b l e M a r g a r i n e
Cheese RangeAmul Pasteurized Processed
Cheddar Cheese, Amul Processed
CheeseSpread, Amul Pizza (Mozarella)
Cheese,Amul Emmental Cheese, AmulGouda
Cheese, Amul Malai Paneer (cottage cheese),
Utterly DeliciousPizzaFresh Milk Amul Gold Full
Cream Milk 6% fat, Amul Shakti Standardised
Milk 4.5% Fat, Amul Taaza Toned Milk 3%
fat,Amul Slim & Trim, AmulCow Milk UHT Milk
RangeAmul Gold 4.5% fat Milk, Amul Shakti 3%
fat Milk, Amul Taaza 1.5%fat Milk, Amul Lite
Slim-n-Trim Milk, Amul Fresh CreamMilk
PowdersAmul Full Cream Milk Powder, Amulya
Dairy Whitener, Sagar Skimmed Milk Powder,
Amulspray Infant Milk Food, Sagar Tea
andCoffee Whitener Milk Drink Amul Kool
Flavoured Milk, Amul Kool Caf, Amul Kool
Koko,AmulKool Millk Shaake, Amul Kool
Chocolate Milk,Nutramul Energy
Drink H e a l t h D r i n k S t a m i n a I n
s t a n t E n e r g y D r i n k Brown B
everageNutramul Malted Milk
F o o d Curd ProductsAmul Masti Dahi (fresh
curd), Amul Masti Spiced Butter
Milk,AmulLassee, Amul Flaavyo
YoghurtP u r e G h e e A m u l P u r

e G h e e , S a g a r P u r e G h
e e Sweetened Condensed Amul Mithaimate

You're Reading a Free Preview

Page 3 is not shown in this preview.
Download
Milk Mithaee Range (EthnicSweets)Amul
Shrikhand, Amul Mithaee Gulabjamuns, Amul
Basundi,Avsar LadoosI c e creamSundae Range, probio

tic,,sugarfree and probioti

c Chocolate &ConfectioneryAmul Milk
Chocolate, Amul Fruit & Nut Chocolate, Amul
Chocozoo,Amul Bindass, Amul Fundoo
6)SALES
S a l e s Tu rn o v e r R s ( m i l l i o n ) U S $ ( i n
million)
1
9
9
4
9
5
1
1
1
4
0
3
5
5
1
9
9
5
9
6
1
3
7
9
0
4
0
0
1
9
9
6
9
7
1
5
5
4
0
4
5
0
1
9
9
7
9
8
1
8
8
4
0
4
5
5
1
9
9
8
9
9
2
2
1
9
2
4
9
3
1
9
9
9
0
0
2
2
1
8
5
4
9
3
2
0
0
0
0
1
2
2
5
8
8
5
0
0
2
0
0
1
0
2
2
3
3
6
5
5
0
0
2
0
0
2
0
3
2
7
4
5
7
5
7
5
2
0
0
3
0
4
2
8
9
4
1
6
1
6
2
0
0
4
0
5
2
9
2
2
5
6

7
0
5
0
5
0
3
0
0
1
0
1
1

2
6
0
7
0
8
2
9
4
0
0
1
7

2
3
2
4
2
5
5
6
2
8
2
9
2

0
7
0
2
0
2
2
7
0
0
0
7

0
7
0
7
0
5
0
1
0
0
1
7

5
3
6
7
7
5
0
1
9
5
0
4

6
8
4
8
3
3
2

8
1

1
1

You're Reading a Free Preview

Page 4 is not shown in this preview.
Download
7)CONCLUSION

Amul is one of the most prominent brand

which stands first in each & every part of
the country in dairy products.
You're Reading a Free Preview
Page 5 is not shown in this preview.
Download