SOCIAL RELEVANCE PROJECT REPORT ON

CSR ACTIVITIES AND INITIATIVES OF AMUL

Submitted By
MS.SHAIKH SHABNAM PEER MOHD
MARKETING Specialization
Roll No. 41
ACADEMIC YEAR: 2017-19

Under the Guidance of

Prof. VIKAS JADHAV

FACULTY GUIDE

UNIVERSITY OF MUMBAI
NCRD’s Sterling Institute of Management Studies,
Plot No 93/93A, Sector 19, Near SeawoodsDarave Railway Station,
Nerul (E), Navi Mumbai-400706

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 NCRD’S
STERLING INSTITUTE OF MANAGEMENT STUDIES
Plot No. 93/93 A, Sector – 19, Nerul (East), Navi Mumbai – 400 706

INSTITUTE CERTIFICATE

This is to certify that Ms. SHAIKH SHABNAM PEER MOHD MMS SEM IV Roll No. 41 in
MARKETING Specialization, studying in this institute has completed the SOCIAL RELEVANCE
PROJECT REPORT ON CSR ACTIVITIES AND INITIATIVES OF AMUL under our guidance.

Prof. Vikas jadhav Dr. Prashant Gundawar

Faculty Guide Director

Place: Nerul, Navi Mumbai

Date:

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 ACKNOWLEDGEMENT

I, SHAIKH SHABNAM PEER MOHD would take this opportunity to thank University of Mumbai
for providing me an opportunity to study on SOCIAL RELEVANCE PROJECT REPORT ON CSR
ACTIVITIES AND INITIATIVES OF AMUL this has been an enormous learning experience. Firstly,
I would like to express my indebtedness appreciation to my Project Guide Prof VIKAS JADHAV for his
guidance and advice played the vital role in making the execution of the report. He always gave me his
suggestions that were crucial in making this report as flawless as possible.

Name- SHABNAM SHAIKH

Place: NERUL

Date:

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 DECLARATION

I do hereby declare that the Social Relevance Project Report on CSR Activities and Initiatives of Amul a

presentation of my original work. Wherever contributions of others are involved, every effort is made to

indicate this clearly, with due reference to the literature, and acknowledgement of collaborative research

and discussions. The work was done under the guidance of Prof. VIKAS JADHAV Faculty Member,

NCRD’s Sterling Institute of Management Studies.

It is also mentioned that this report has not been submitted for any other degree/diploma.

Signature

SHAIKH SHABNAM PEER MOHD

MARKETING SPEALIZATION

Roll No: 41

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 INDEX
Chapter Particulars Page No.
No.

1. INSTITUTE CERTIFICATE 2

2. ACKNOWLEDGEMENT 3

3. DECLARATION 4

4. EXECUTIVE SUMMARY 6

5 PURPOSE/OBJECTIVE OF STUDY 7
LIMITATIONS OF THE STUDY

5. INTRODUCTION 8-12
1.WHAT IS CSR?
2.IMPORTANCE OF CSR
3. HOW DOES CSR HELPS A FIRM?

6. COMPANY OVERVIEW 13-16

7. CSR ACTIVITES HELD BY AMUL 17-25

8. MILESTONES OF AMUL 26

9. FINDINGS 27

10. SUGGESTIONS 28

11. LEARNINGS 29

12. CONCLUSIONS 30

13. BIBLIOGRAPHY 31

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EXECUTIVE SUMMARY
“Corporate Social Responsibility is the continuing commitment by business to behave ethically and
contribute to economic development while improving the quality of life of the workforce and their families
as well as of the local community and society at large”. Thus, the meaning of CSR is twofold.
On one hand, it exhibits the ethical behaviour that an organization exhibits towards its internal and external
stakeholders (customers as well as employees). On the other hand, it denotes the responsibility of an
organization towards the environment and society in which it operates.

Corporate social responsibility (CSR), also known as corporate responsibility, corporate citizenship,
responsible business, sustainable responsible business (SRB), or corporate social performance, is a form of
corporate self-regulation integrated into a business model. Ideally, CSR policy would function as a built-in,
self-regulating mechanism whereby business would monitor and ensure its support to law, ethical, standards,
and international norms.
Essentially, CSR is the deliberate inclusion of public interest into decision-making, and the honoring of a
triple bottom line: People, Planet, and Profit.
Business ethics can be both a normative and a descriptive discipline. As a corporate practice and a career
specialization, the field is primarily normative. In academia, descriptive approaches are also taken. The
range and quantity of business ethical issues reflects the degree to which business is perceived to be at odds
with non-economic social values.
CSR is a way of integrating the economic, social, and environmental imperatives of business activities. The
term corporate citizenship denotes the extent to which business enterprises meet the (a) legal, (b) ethical, (c)
economic and (d) voluntary / discretionary responsibilities, placed on them by their stakeholders.
CSR is the continuing commitment by business to behave ethically and contribute to economic development
while improving the quality of the life of the workforce and their families as well as of the local community
and society at large.

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 PURPOSE/OBJECTIVE OF STUDY

1.To Develop An Understanding For The Concept Of CSR.

2.To Understand The Importance And Benefits Of CSR For A Company As Well As Society.

3.To Understand That CSR Is an Obligation and Not an Option,

4.To Analyze Activities By Amul And Its Positive Outcome On Society.

LIMITATIONS OF THE PROJECT STUDY

1) The people who responded where in a hurry which leads to lack of Active Participation.

2) People even hesitated while giving their views and Recommendations in a freeway.

3) My research is confined till Nerul.

4) Study is limited to 50 sample size.

5) Respondent may be biased.

6) Entry and Exit of few products may effect /influence the Market Share of classmate

7) There was limited resources.

8)Time bound

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 INTRODUCTION
WHAT IS CSR?
The voluntary compliance of social and ecological responsibility of companies is called
Corporate Social Responsibility (CSR).
Corporate social responsibility is basically a concept whereby companies decide
voluntarily to contribute to a better society and a cleaner environment. Corporate social
responsibility is represented by the contributions undertaken by companies to society through its
business activities and its social investment. This is also to connect the Concept of sustainable
development to the company‘s level.
Over the last years an increasing number of companies worldwide started promoting their
Corporate Social Responsibility strategies because the customers, the public and the investors
expect them to act sustainable as well as responsible. In most cases CSR is a result of a variety of
social, environmental and economic pressures.
The Term Corporate Social Responsibility is imprecise and its application differs. CSR can
not only refer to the compliance of human right standards, labor and social security arrangements,
but also to the fight against climate change, sustainable management of natural resources and
consumer protection.
The concept of Corporate Social Responsibility was first mentioned 1953 in the
publication Social Responsibilities of the Businessman‘by William J. Bowen. However, the term
CSR became only popular in the 1990s, when the German Beta pharm, a generic pharmaceutical
company decided to implement CSR. Corporate social responsibility (CSR) is a self-regulating
business model that helps a company be socially accountable — to itself, its stakeholders, and the
public. By practicing corporate social responsibility, also called corporate citizenship, companies
can be conscious of the kind of impact they are having on all aspects of society including economic,
social, and environmental. To engage in CSR means that, in the normal course of business, a
company is operating in ways that enhance society and the environment, instead of contributing
negatively to them.

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IMPORTANCE OF CSR?

Corporate social responsibility (CSR) plays a major role in developing the economy of a
country. It can be defined as the way in which a company manages various business entities to
produce an impact on the society. Companies with high CSR standards are able to demonstrate
their responsibilities to the stock holders, employees, customers, and the general public.

Business organizations that have high corporate social responsibility standards can attract
staff thereby reducing employee turnover and cost of recruitment. What is the importance of
corporate social responsibility? Anyone can give a clear answer to this question. Companies
voluntarily contribute a large sum of money to make a better society and a clean environment.
Corporate social responsibility is a process in which all companies come together as one and take
part in the welfare of the society. Many organizations conduct campaigns to create awareness
among corporate, civic bodies, and government bodies about the importance of corporate social
responsibility.

Many national and multinational firms are booming in various developing countries. But
at the same time, these countries suffer social challenges such as poverty, corruption, population
growth, etc. Therefore, it is important for all companies to strive together and adapt corporate
social responsibility standards to make the society better than before. An organization can exhibit
a better image in the society if it cares for its employees and involve them in social activities. The
responsibilities of an organization may range from providing small donations to executing bigger
projects for the welfare of the society. Many business houses around the world show their
commitment to corporate social responsibility.

What is the importance of corporate social responsibility? The answer lies in two things:
1) organizations understanding their role in developing a society and

2) Awareness among business houses, corporate bodies, and the people. Versatile, profitable, and
dynamic businesses are the driving forces that build the economy of the country. We must
remember that the growth of a country purely depends on the growth of the society and the people
in the society.

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BENEFITS OF CSR

Organizations of all sizes are rapidly discovering that Corporate Social Responsibility
(CSR) and sustainable business practices can foster improved green programs and overall
environmental stewardship.

Today, we are seeing increased awareness and active participation by business

professionals in the development of CSR policies. Organizations are increasingly more involved
in green initiatives by adopting sustainable processes and practices, adapting products and services
to the low-carbon economy and innovating in all areas their business. The net positive on reducing
waste, designing green buildings, implementing green operations and maintenance plans — all
have continually proven to yield a positive return on investment (ROI).

CSR has come to rely on a more complex set of factors than corporate governance alone,
and likewise also depends on sustainable development, environmental impact and supply chain
management.

The development of the new carbon trading markets, verified emission reductions (VERs),
also known as carbon offsets, and renewable energy credits (REC‘s), it has become easier for
organizations to create and measure direct ROI from CSR. Likewise, CSR efforts have shown to
yield measurable returns in waste reduction, improved efficiency, diminished liabilities, improved
community relations, and brand recognition.

Through communicating clear and measurable sustainability objectives and the

implementation of practical and equally functional corporate governance mechanisms,
organizations are realizing that they can have a achieve ROI through their sustainability efforts.

What’s Your ROI?

There are proven methodologies that demonstrate ROI benefits to CSR. A partial summary
of such strategies has been outlined below and reflect best practices in the implementation of
successful CSR programs designed to drive improved operational performance and net positive
ROI.
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Business Benefit: Improving Operational Efficiency
Perhaps the strongest — and best documented — argument for engaging employees in
environmental practices is the connection between CSR involvement and increased operational
efficiency. Front-line employees are often in the best position to identify inefficiencies and propose
improvements. Educating employees on CSR can improve profitability by supporting greater
efficiency through less waste, water and energy usage.

Business Benefit: Innovation

Employee E&S education is also a source of innovation and savings resulting from the
development of new product and service lines as well as new technologies, materials or processes
that reduce water, energy usage or harmful materials.

Business Benefit: Supply Chain Management

Educating employees on sustainability practices throughout the supply chain can lead to
greater efficiencies and help build collaboration to meet sustainability, quality and other goals. It
can also strengthen relationships between a company and its suppliers by aligning values and
objectives.

Business Benefit: Financial Responsibility

We are seeing an unprecedented level of government programs and initiatives designed to
drive corporate decision-making within markets that include manufacturing, construction, etc., to
invest in implementing practical and measurable green building design, construction, operations,
and maintenance solutions.
In many cases, the good news is that implementation of sustainable operations can drive
increased efficiency through reductions in energy consumption, implementation of building
maintenance methodologies that are often cost neutral, and decreasing the
Cost of workspaces through use of recycled furniture while changing too low–use lighting
(which provides eco-friendly work environments), to name a few.

Government subsidies and incentives often further complement and reward efforts to
develop and implement successful sustainable operations and maintenance programs. Nearly all

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of the points needed for LEED Certification (40 points) can be achieved through the energy and
atmosphere category (35 points). It is by far the largest category within the rating system, and
emphasizes the combination of energy performance and renewable energy, which has shown can
lower costs by up to 50percent in the first year alone.

It is widely accepted that green building occupants are healthier and much more productive
in their work. With an average of 90 percent of Americans spending more of their time indoors,
green buildings often have better indoor air quality and lighting, among other key advantages

Measuring the impact of CSR in achieving social and environmental goals can be difficult,
but is becoming more common if not expected within corporations, often as a factor of CSR.
Typically in business, what gets measured gets managed, and as long as the right metrics system
is created and data is tracked accurately, almost any environmental CSR initiative can yield
positive results.

There seems to be a direct correlation between the implementation of effective green

programs and design of green buildings to improved office worker productivity and employee
morale, while driving efficiencies and reduced consumption.

Innovative, forward-thinking companies have learned that they must be fully committed to
strategic initiatives that are directly tied to their business‘core competencies (or those of clients,
employees, etc.). The advantages of doing so through an effective CSR program, such as building
brand recognition, realizing increased sales and fostering trust with employees and community,
can be achieved as a win-win in almost all situations. With committed leadership and a strategic
approach most companies can find a substantial ROI benefit in CSR.

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 COMPANY OVERVIEW
ABOUT AMUL

Amul

Type Company

Industry Dairy/fast-moving consumer good

(FMCG)

Founded 1946; 73 years ago

Founder Tribhuvandas Patel

Headquarters Anand, Gujarat, India

Area served worldwide

Key people r.s.sodhi(m.d.)

Revenue ₹38,000 crore(US$5.3 billion) (2018-

19 [1])

Number of 752 (Marketing Arm)

employees 3.6 million (milk producing members)[1]

Website www.amul.com/

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Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul
is derived from the Sanskrit word Amulya which means invaluable

The co-operative is also sometimes referred to by the unofficial acronym: Anand Milk Union
Limited.

Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk
producers in Gujarat. Amul-cooperative registered on 14 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. The government had given monopoly
rights to Polson to collect milk from Kaira and supply it to Bombay city

Amul spurred India's White Revolution, which made the country the world's largest producer of
milk and milk products. In the process Amul became the largest food brand in India and has also
ventured into markets overseas.

Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973- 2006),
is credited with the success of Amul.

Achievements of the "Amul Movement"

1. The dairy cooperatives have been able to maintain democratic structure at least at the
grass-root level with the management committee of the village level unit elected from
among the members in majority of the villages.
2. The dairy cooperatives have also been instrumental in bridging the social divide of caste,
creed, race, religion & language at the villages, by offering open and voluntary
membership.

Achievements of GCMMF
 3.1 million milk producer member families

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 15,760 village societies
 15 District Unions
 9.4 million liters of milk procured per day
 ₹150 million (US$2.73 million) disbursed in cash daily
 GCMMF is the largest cooperative business of small producers with an annual turnover
of ₹53 billion (US$964.6 million)
 The Govt. of India has honored Amul with the ―Best of all categories Rajiv Gandhi National
Quality Award‖.
 Largest milk handling capacity in Asia
 Largest cold chain network
 48 Sales offices, 5000 wholesale distributors, 7 lakh retail outlets
 Export to 37 countries worth ₹150 crore (US$27.3 million)
 Winner of APEDA award for eleven consecutive years.

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 5 000 wholesale dealers and more than 700 000
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. AMUL is exporting a wide variety of products which include
Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee)
and Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa, the
Gulf Region, and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China,
and others such as Mauritius, Australia, Hong Kong 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 2011, Amul was named the Most Trusted brand in the Food
and Beverages sector in The Brand Trust Report, published by Trust Research Advisory.
rediff.com; "India's top 20 brands: Amul is No. 1"

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Products

Amul's product range includes 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 bournvita and horlicks offering whey protein, DHA and essential
nutrients to kids along with its chocolaty taste. In January 2006, Amul launched India's first sports
drink Stamina, which competes with Coca

Cola's Powerade and PepsiCo's Gatorade. Amul also offers mithaimate which successfully
competes with milkmaid by nestle by offering more fat % at lower price.

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; Kool Cafe, ready to drink coffee and India's first sports drink
Stamina.

Amul's Ice-creams are made from milk fat and thus are ice-creams in real sense of the word,
while many brands in India sell frozen desserts made from vegetable fat. Amul cares for its
consumers and tries to offer them the best products at best price.

Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing
Award for 2007
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Corporate Social Responsibility held by Amul
Corporate social responsibility (CSR) has been defined as the ―commitment of business to
contribute to sustainable economic development working with employees, their families, the
local community, and society at large to improve their quality of life, in ways that are both good
for business and good for development.
To meet with the CSR it is expected that a business in its entire procurement- production-
processing-marketing chain should focus on human development involving the producer, the
worker, the supplier, the consumer, the civil society, and the environment.
Indeed, a very tough task. Most businesses would certainly flounder in not being able to achieve at
least one or many of those expectations. But AMUL has shown the way.

 CSR-sensitive Organizational Structure

AMUL is a three tier co-operative organization. The first tier is the co-operative society at the
village, of which; milk producers are voluntary members, managing the co- operative through
a democratically elected 9-member managing committee, and doing business by purchasing
milk from members and selling it to the district level co- operative. There are more than 11,000
co-operatives in villages of Gujarat.
The second tier is the district co-operative that processes milk into milk products, markets
locally and sells surplus to the state co-operative for national and international marketing.
There are 12 district co-operatives each being managed by a 15-member board elected by the
college comprising the nominated representatives or chairmen of the village co-operatives.
Third tier is the state level co-operative - the Gujarat Co-operative Milk Marketing
Federation (GCMMF) responsible for national and international marketing of milk and milk
products produced and sold to it. The GCMMF is managed by the board democratically elected
by and from amongst the chairmen of the district co-operatives.

The entire three-tier structure with the GCMMF at its apex, is a unique institution because it
encompasses the entire chain from production of raw material to reaching the consumer with
the end product. Every function involves human intervention: 23.60 lakh primary milk
producers; 35,000 rural workmen in more than 11,400 village societies; 12,000 workers in 15
dairy plants; 750 marketing professionals; 10,500 salesmen in distribution network and 600,000

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salesmen in retail network. The GCMMF is sensitive towards CSR. It believes that technology
and capital are replicable inputs but not the human capital. Since men are the basis for
achieving the CSR, the GCMMF lays emphasis on their development into competent,
courteous, credible, reliable, responsive communicators and performers.

 CSR-sensitive Business Philosophy

The first step towards discharging the CSR is the business philosophy of the GCMMF. It is two-
fold: one, to serve the interests of milk producers and second, to provide quality products to
consumers as value for money. Evolution of an organizational system has ensured that the
corporate social responsibility towards the primary milk producers, village and the ecological
balance is fulfilled. The milk producers are paid for their milk in accordance with market forces
and realization of value for their produce. Invariably the price paid to the member-producers in
Gujarat is higher by 15 per cent than the national average.

 CSR-orientation To Distributors & Retailers

The GCMMF has identified the distributors and retailers are its important link in its vendor supply
chain. Through surveys the GCMMF found that 90% of the distributors do not get any opportunity
of exposure to latest management practices. The GCMMF realized that it was a corporate social
responsibility to strengthen the core business processes of its distributors so as to keep them in
mainstream business and compete with those with formal training in management. The GCMMF
has developed and trained all its distributors through Value-Mission-Strategy Workshops,
competence building, Amul Yatra, Amul Quality Circle meetings, computerization, and electronic
commerce activities.
Competency Building Module of the GCMMF is meant to infuse professional selling
Skills by making the distributors and their salesmen aware of latest sales management tools and
techniques; enhance their knowledge of products; positioning and segmentation strategies for
various products. Under Amul Yatra the distributors and their salesmen are taken on a visit to
Anand. During this visit they are shown dairy plants, their upkeep, international standards of
hygiene and quality; the practices adopted for clean milk production, and above all the cooperative
philosophy. Through one to one talk with the farmers, the distributors and salesmen realize AMUL
is a large business of small farmers. The visit leaves an everlasting impression on their minds that

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by selling AMUL products, they are discharging a social responsibility towards a large number of
poor farmers whose livelihood depends upon their skill and integrity. They feel proud that they
are participants in development of rural society and thus in nation building.

 CSR-oriented To Staff

The GCMMF hires and trains people to take advantage over its competitors. It has developed in-
house modules for training and competence building to improve and upgrade of their knowledge;
communication skills to understand the customer, be responsive to customer requirements, and
communicate clearly for trouble shooting of problems. They are expected to be courteous,
friendly, respectful, and considerate to the customer. To improve the credibility and
trustworthiness of the managers it is important they perform consistently and accurately every
time and at all times. The structure of salary and perquisites is altogether different. The first and
foremost the staff must get satisfaction from the job they. They are recognized for their
contribution (Climate Survey) CSR-AMUL WAY

C.S.R. Initiatives
1. Tree Plantation

2. TribhovandasFoundation

3. SGSY

4. AmulScholar

5. Blood Donation

6. Rural Sanitation Campaign

7. Amul relief trust

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  Tree Plantation

GREEN GUJARAT TREE PLANTATION CAMPAIGN BY MILK PRODUCERS OF DAIRY

COOPERATIVES

Amul Coops plant more than 311.98 lakhs trees

Milk Producer members of Gujarat Dairy Cooperatives- better known as AMUL have been
celebrating the nation's Independence Day in a novel manner by planting lakhs of saplings across
Gujarat and have taken up an ambitious plan to save the environment by planting trees, making
India green and thereby reducing the effects of global warming. The milk producers of Gujarat
Dairy Cooperatives are conducting mass tree plantation drive every year on Independence Day for
last five years. In last five years (2007 to 2011) the milk producers have planted around 311.98
lakhs trees). The most striking feature of these entire programmes was that it has been initiated by
milk producer members of the dairy cooperatives. The unique fact about the programme was that
the milk producer members took up the oath to protect tree saplings till it survives and grows into
tree.

Over the years, due to intensive agriculture and dairying various natural resources are getting
consumed at faster pace in Gujarat state of India. The state level apex body of dairy farmers in
Gujarat gave a serious thought in this direction and discovered a novel idea for giving back to
nature. The idea was "one member one tree" plantation on our 60th Independence day - 15th
August 2007.To put this idea in to the practice a design team constituting of representatives of
member unions were formed.

The entire plantation activity was coordinated at all the three tiers of Anand pattern - at village,
district and state level dairy cooperatives. On 15th August, 2007, after the flag hoisting ceremony,
each member took an oath to plant saplings and ensure that they grew in to trees. Then individually
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they planted sapling on their own at their identified locations like their farm, near their home, on
Farm bunds, etc. They have taken necessary care to ensure that this sapling survives and they also
reported regarding the survival to village level coordinator and district milk unions after five
months. In this way,
18.9 Lakh trees were planted on 15th August 2007. This was just the beginning. Henceforth, the
Village Dairy Cooperative Societies of Gujarat as a mark of respect for our nation decided to
conduct such event on every Independence Day and accepted 15th August (Independence Day) as
a "Green Revolution Day by Afforestation to Protect Mother Earth from Pollution, Climate
change and Global Warming".

In year 2009 and in year 2010, in mass tree plantation programme around 84.24 and
83.5 lakhs tree saplings were planted respectively. The programme was conducted on "One
member, five tree" basis. Further, this year 2011 around 72.6 lakhs trees were planted, the
programme was carried out as per the same process and procedures followed in last year.
Hence, in last five years, milk producers of GCMMF planted around 311.98 lakhs tree saplings in
21 districts of Gujarat. By doing so, milk producers of Gujarat Dairy Cooperatives have shown
their concern, awareness and commitment for betterment of environment. Year wise details of tree
plantation and survival of tree saplings planted is as under.

Sr. No Year of tree plantation No. of trees planted (in lakhs) No. of trees Survived (in lakhs) Survival percentage

1 2007 18.90 11 58

2 2008 52.74 26 49

3 2009 84.24 38 45

4 2010 83.5 39 47

5 2011* 72.6 34 47

Total 311.98 148.122 47

*estimated (as survey for survival percentage of the saplings planted in year 2010 is ongoing)

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  Tribhuvandas Foundation
Tribhuvandas Foundation is an Integrated Rural Health & Development Programme of Amul. Inspired
by the great success of round the clock health care services to the livestock of dairy farmers of Kaira,
Shri Tribhuvandas Patel, the Founder Chairman of Amul felt the need of such a service to the rural
populace too as he could learn and experience the afflictions brought to them by absence of medical
services in rural villages of Kaira.
He donated the prize money of his Ramon Magsaysay Award and the fund he received from kaira
farmers on his retirement, for his life time service to them, to set up this Foundation. Dr V. Kurien also
played an active role in this set up. It was registered as a Charitable Trust under the Public Trust Act
1950, on July 1975.

The Foundation derives its uniqueness from the fact that it is a need-based programme for villagers and
is run by the villagers themselves. It fulfills the basic health care needs of the villages. Apart from
providing primary treatment for various common ailments, the Foundation is also actively involved in
promoting preventive health practices. It is headquartered at Anand with sub-centers spread over the
district Anand and Kheda. The Foundation has a dedicated Team of Medical Officers, Nurses,
Administrative staff, Dais (Traditional Birth Attendants) and Village Health Workers to provide the
following services:
 Treatment of common ailment
 health education and primary health care from door-to-door
 ‘Safe Delivery Kit’ in India ensuring a hygienic and safe delivery of pregnant
mother
 2000 surgeries free of cost for the vision impaired patients.

Tribhuvandas Foundation has become one of Asia’s largest community healthcare service
providers covering more than 700 villages. The Foundation still strives to extend its services to as
much villages as possible.

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  Swarnjayanti Gram Swarozgar Yojana (SGSY)

Amul in its continued endeavor to improve the socio-economic conditions of rural people extended
its expertise in implementation of the Swarnjayanti Gram Swarozgar Yojana (SGSY) of The
Government of India (Ministry of Rural Development) on their Special Project on “Improving
Socio-economic Conditions of BPL Families of Kheda District through Animal Husbandry and
Dairying” – DAIRYING AS A TOOL FOR POVERTY ALLEVIATION. The Swarnjayanti Gram
Swarozagar Yojana is a holistic self-employment programme for the rural poor of India. The basic
objective of the programme is to bring below poverty line families above poverty line by providing
them in generating assets to become self-employed. The purchase of assets is facilitated through a
mix of government subsidy and bank credit. Amul has covered under this programme more than
8,755 beneficiaries to whom milch animals were distributed in the District of Kheda and stood as
guarantor for the bank loans. These beneficiaries were then given membership of dairy co-
operatives in order to bring these poor households into mainstream economy by transforming
dairying into active income-generation enterprises. As part of this programme 12,647 women and
men were trained in dairy husbandry in addition to construction of number of cattle sheds,
development of green fodder plots, distribution of chaff cutters and stainless steel cans.

 Amul Scholarships
To encourage outstanding children of farmers in pursuing higher studies Amul introduced scholarship
schemes in 1992. The children are given scholarships for pursing Diploma, Graduation, Post-Graduation
and Doctorate. Every year the outstanding children are identified from the villages and scholarships are
provided to fulfil their dream of achieving academic excellence. This effort has motivated greatly
children to excel in their studies and spread education in rural areas.

Amul Scholar Felicitation Programme: Annually Amul felicitate outstanding children of employees
who have secured highest marks in 10th, 12th standards and Gold Medalist in graduation. Amul
Scholars’ Felicitation Programme was initiated in 2004 and has facilitated many outstanding students
of Amul family.
Amul Vidya Shree & Vidya Bhushan: Amul’s vision is to see an educated, talented and strong
youth in a developed India of the future and thereby contribute towards nation building. We at Amul
believe that the sound education of its youth is the foundation of every state. Hence it is the most basic
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constituent for a developing nation like ours. Towards this philosophy, Amul Vidyashree &
Vidyabhushan Awards have been instituted to recognize the brilliance of the students across India as
well as the quality of education & guidance imparted by the schools they study in. The inception of
these awards dates back to 2004-05.
It is India’s first of its kind award that recognizes and rewards brilliant minds of India. By winning
this award, not only the student gets recognized, but it also help the schools to enhance their image as
an academy that imparts quality education, worth emulating by others.

 Amul blood donation campaign

Amul in association with the Indian Red Cross Society aim to inspire, encourage and initiate
humanitarian services to minimize, alleviate and prevent human suffering at all times to
contribute for “Humanity to Peace”. Towards this objective Amul initiated blood donation
campaign since 1987. Blood donation camps are organized regularly in rural areas through
Village Dairy Co-operative Societies. Similarly camps are organized in Amul Dairy Campus
wherein employees and their family members join in donating blood. In addition, Amul
organizes donation of blood on emergency. Amul has made a trend in donating blood to the
society.

 Amul Relief Trust

A devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January 2001. The epicenter
of the quake was located in Kutch district. It caused death of thousands of people, tens of
thousands were injured, hundreds of thousands were rendered homeless and damage of billions
of Rupees was done.
GCMMF formed a specific organization named "Amul Relief Trust" (ART) under the
Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstruction of
the school buildings damaged in the 2001 earthquake in the Kutch area.
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 The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs.
Millions in Kutch area. Four of these schools started re-functioning from the last two academic
sessions and the other two schools from the current session.
 A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village
in Mundra Taluka of Gujarat
 A school reconstructed by Amul Relief Trust in the earthquake affected Nana Asalia
Village in Mundra Taluka of Gujarat.
 A school reconstructed by Amul Relief Trust in the earthquake affected Toda Village in
Mundra Taluka of Gujarat
 A school reconstructed by Amul Relief Trust in the earthquake affected Moti Bhadai
Village in Mandvi Taluka of Gujarat
 A school reconstructed by Amul Relief Trust in the earthquake affected Kathada Village
in Mandvi Taluka of Gujarat.

 Rural sanitation
Amul Dairy has launched a novel scheme for total rural sanitation and set a target for itself whereby
not a single milk producer will attend to nature’s call in the open. The Dairy with the support of
District Rural Development Agency (DRDA) will provide interest free loans to its milk producers in
Anand and Kheda districts to set up ‘pucca’ toilet blocks, which will not only help women milk
producers avoid embarrassment but will also ensure hygiene.
‘In five years’ time, dairy wishes to achieve the target of providing 100 per cent toilet facilities in all
villages where Amul has a milk society.
The mission is not just about bringing a cultural change by imbibing good habits among milk
producers but also targeted towards encouraging hygienic practices in the milk supply chain.

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 MILESTONES OF AMUL
 NATIONAL PRODUCTIVITY COUNCIL PRODUCTIVITY AWARDS 1985-86.
Presented for Best Productivity Performance in Dairy Development and Production in Co-operative
sector by Shri G.S. Dhillion, Union Minister of Agriculture to Amul Dairy, Kaira District Co-operative
Milk Producers Union Limited, Anand (Gujarat) New Delhi 22nd April, 1987.

 INDIAN MERCHANTS' CHAMBER BOMBAY 1988 AWARD

for Outstanding Performance in the field of R&D of Food Processing Industries Based on Agricultural
Products awarded to Kaira District Co-operative Milk Producers Union Limited, Anand (Shri Mathurdas
Vissanji Endowment) 1988.

 INDUSTRIAL GOOD HOUSE KEEPING CONTEST GUJARAT STATE

organised by Gujarat Safety Council Loss - Prevention Association of India Ltd., Factory Inspectorate,
Gujarat State 1984 awarded to Kaira District Co-op. Milk Producers' Union Ltd., Amul-Anand for their
Commendable Performance in the category of petrochemicals, cosmetics,electronics & food processing
industries.

 INDIAN CO-OPERATIVE CENTENARY CELEBRATION : SHAKARI VIKAS RATNA AWARD –

2004
on the occasion of 100 years the Co-operative Movement in Gujarat - we are proud to award "shakari
vikas ratna award" to Amul Dairy – Kheda District Co-operative Milk Producers' Union Ltd, Anand,
Gujarat State Co-operative Union, Ahmedabad, 23rd Apr 2005.

 CARE AWARDS – HEALTHCARE CATEGORY 2013

Sponsored by Aaj Tak – TV Today Network, India Today Group for striving towards inclusive &
sustainable development with a "society centered" purpose for Amul's Total Sanitation Campaign.

 DAIRY EXCELLENCE AWARD 2015-16 NATIONAL LEVEL

Amul Dairy, Anand received Dairy Excellence Award for the year 2015-16 in recognition of
‘Management Excellence’ by Dairy Cooperatives in the category of Large Size Dairy Cooperatives at
an Award function held at NDDB Campus, Anand, Gujarat on 26th September 2017.
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 FINDINGS AND RECOMMENDATIONS

1. There is a need to conduct more awareness generation programme regarding the blood
donation among the villagers because various myths and mis-conceptions are still prevailing in
some villages due to that in some villages people participation was observed less as compare to
others.
2. Although utilization of hygienic food training is very useful but the level of satisfaction is
very poor so efforts should be made to make it more meaningful.
3. Focus should be made on nutritional programme along with health checkup programme in
order to reduce mal nutrition among children in selected villages.
4. More focus should be given on innovation and sustainability of the project
programme/activities like environment, Self Help Groups women empowerment etc.
5. Time to time need assessment and impact assessment studies regarding the existence
Programmes and activities should be conducted keeping in view the changing needs and nature
of the problems.
6. The coverage areas of various scholarship and awards should be extended.
7. More capacity building programs should be conducted/organized by the organization for the
social worker, coordinators, village level functionaries and others so that they can work more
effectively and actively.
8. Time to time more open talks, Seminar, workshops can be organized by the organization to
the employees for the better understanding of CSR and also to create awareness for the same.
Some village base activities may be initiated by the organization.
9. A Stakeholder Relationship Management (SRM) methodology can be adopted by the
organization in order to accurately identifying and ranking local stakeholders and their
expectations in all the activities and programme.

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 SUGGESTIONS

1. Building awareness on CSR: There is a need to create awareness among the employees
regarding the various Programmes and activities organized and conducted by the AMUL at the
community level so that they can understand it with its true spirit. Time to time orientation
programme should be conducted by the organization so that the employees can understand the
status of the programme/ activities and current practices.

2. Organize Seminars, Workshop and Exposure Visits: Keeping in view the fed back and
evaluation of the programme time to time seminar/workshop should be organized in the field
work CSR and efforts should be made to involve various corporate so that they can share their
CSR model and best practices. Some exposure visit may be organized by the organization for
both the villagers as well as employees of the organization in other part of the country in order to
understand the development, latest innovation, issues and success stories in the field of animal
husbandry.

3. Building Databases : There is a need to develop a strong data base of all the Programmes and
activities conducted under CSR and efforts should be made to ensure the exchange of
information among the various stakeholders.

4. Networking Linking with other NGOs: Linking with other NGOs is required for a sustainable
CSR programme.

5. Follow up activities: Although the tree plantation program of the AMUL is going on
successful but there is a need to focus more on follow up and proper record maintenance along
with other activities.

6. Capacity Building Programme for Farmers: Although the farmer’s teams are constituted by
the AMUL for the effective implementation of the Programmes but there is a need to conduct
more training and capacity building Programmes for the farmers keeping in view their felt needs.

7. Awareness Generation Regarding Health and Sanitation: Although approximately 450 toilets
are constructed by the AMUL in various villages but it is observed that there is a need to ensure
their proper use by conducting awareness Programmes.

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 Leanrings from the project
 Companies should not have a singular view of profitability. There needs to be a balance between
commerce and social responsibility.The companies that are authentic about it will wind up as the
companies that make more money.

 Profitability, growth, and safeguards against existential risks are crucial to strengthening a
company's long-term prospects. But if these three factors constitute a company's 'hard power,'
firms also need 'soft power': public trust and acceptance, won by fulfilling a company's social
responsibility.

 Corporate Social Responsibility helps others to have the feeling of acceptance to a great extent.
In particular, Every country, every company and every person accepts and acknowledges a
person who has been a part of some or the other social activity.

 Businesses cannot be successful when the society around them fails.we know that the profitable
growth of our company depends on the economic, environmental, and social sustainability of our
communities across the world. And we know it is in our best interests to contribute to the
sustainability of those communities.

 Stakeholders want companies to make a profit, but not at the expense of their staff and the wider
community.

 Business has a responsibility beyond its basic responsibility to its shareholders; a responsibility
to a broader constituency that includes its key stakeholders: customers, employee, NGOs,
government - the people of the communities in which it operates.

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 Conclusion

“A little bit of humility can always change the world.”

Business has a responsibility beyond its basic responsibility to its shareholders; a responsibility to a
broader constituency that includes its key stakeholders: customers, employee, NGOs, government - the
people of the communities in which it operates.Corporate Social Responsibility helps others to have
the feeling of acceptance to a great extent. In particular, Every country, every company and every
person accepts and acknowledges a person who has been a part of some or the other social activity.
Businesses cannot be successful when the society around them fails.we know that the profitable growth
of our company depends on the economic, environmental, and social sustainability of our communities
across the world.
In summing up it can be concluded that CSR initiative in AMUL is doing tremendous work and the
level of satisfaction and awareness’s about CSR activities among the beneficiaries is satisfactory.
There is need to incorporate international standards and practices in the field of planning and
implementations of CSR initiative in organizations like Amul. There is an also need to ensure active
people participation in decision making and need assessment studies keeping in view with changing
needs of the community.

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 BIBLIOGRAPHY

https://onlinemasters.ohio.edu/blog/why-corporate-social-responsibility-matters-in-todays-
society/

http://www.amuldairy.com/index.php

https://www.financialexpress.com/archive/corporate-social-responsibility-the-amul-way/112172/

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