The brand name Amul from the Samskrit word Amoolya was suggested by a quality control expert in Anand

in 1955. Variants, all meaning priceless, are found in several Iindian languages. Amul is also the acronym for Anand Milk Union Limited. Amul products have been in use in millions of homes since 1955. Now-a-days its turnover exceeds Rs.3700 crores per annum.

AMUL STORY:

The co-operative movement began with a milk strike. The first Amul Co-operative was the result of a meeting of farmers in Samarkha (Kaira District, Gujarat). On January 4, 1946, called by Sri Morarji Desai, under the advice of Sardar Vallabh bhai Patel, to fight rapacious milk contractors. Milk producers unions in villages federated into a district union, stood alone to handle the sales of milk from Kaira to the government run Bombay Milkscheme. The government, British then, resisted the move. The farmers called a milk strike. After 15 days, the government capitulated. This was the beginning of Kaira District Co-operative Milk Producers Union Ltd., Anand, which was registered on December 14, 1946. Similar milk unions came up in other districts of Gujarat too, They formed the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) in 1973. Markets who believed that only English sounding brand names would succeed in postBritish India were proved wrong by Amul. Its production networking and advertising have been much admired. The ultimate tribute to Amul was paid by the late Prime Minister Sri Lal Bahaddur Shastry. He advised Dr. Kurien to replicate the Amul model all over India during his visit to Anand in 1964. This was done by the National Dairy Development Board under the operation flood programmes.

HISTORY OF THE COMPANY

History of AMUL is an accident, a happy accident. History of AMUL begins with Dr. Verghese because he was the person who founded AMUL. Dr. Verghese Kurien was a Graduate of B.Sc in Physics and then joined Mechanical Engineering in Madras Presidency fro Guindy. He was he one among 500 young Indians who got selected by the British Government for training and to do what they called postwar Reconstruction of India. But fortunately or unfortunately Dr. Verghese Kurien was selected for training as a Dairy Engineer. But Dr. Verghese was not at all interested in dairying. He said to Sir Maurice Gwyer, who was the Chief Justice of India an Chairman of the selection committee I do not know anything about dairying. I havent even seen a cow and he requested him to change from dairying to something like metallurgy or nuclear Physics. But they insisted him to take up this nor nothing. They asked him to make up his mind. Then, he was sent to the Imperial Dairy Research Institute at Bangalore. After finishing his training in Bangalore his mind started hating cows. He used to say that during his training period, the more he looked at a cow, the less he liked it. Dr. Verghese Kurien was not at all interested in Dairy Engineering but he was forced to study it. Then he was sent to America for research studies but he cheated the Government and started researching in Physics and Metallurgy. By the time he returned to India, India had become independent and again he got a job in The Government Research Creamery in a village called ANAND . He came to Anand on Friday, the 19th of May. He could not find a house to live because he was a Christian and a bachelor. No Patel would give a house to a meat eater and bachelor in those days. Again, likely or unlikely he started to live in the garage of dairy which was just next to his office. Dr. Verghese Kurien did not find any interest work in Research industry and he personally felt that he is getting salary for nothing. He requested the Government of India to accept his resignation. In the meantime, he discovered that Co-operative next door was struggling for existence. A Freedom fighter and a socialist Sri Tribhuvandas Patel was its Chairman. Sri Patel thought that Dr. Kurien was an expert foreign returned person. They became friends and came to know each other very well and bond of neighbouring friendship generated between them.

At that time, Patels Co-operative was struggling for existence. So, Tribhuvandas Patel requested Dr. Kurien to stay for a few more days in Anand and help in his Co-operative which was being called as Kaira District Co-operative Milk Producers. Dr. Kurien, who used to hate Anand, decided to stay back for a few more days for the sake of his friend and help him to put his co-operative societys dairy equipments together. But is stayed in Anand for ever ad the rest that happened is now history. Then he renamed Kaira District Co-operative Milk Producers as Anand Milk Union Limited well known as AMUL.

WHY DID AMUL SELECTED TO BE A CO-OPERATIVE SOCIETY? The basic reason why AMUL selected to be a Co-operative society is that Milk is the only agricultural commodity that needs to be marketed twice a day, every day throughout the year, that too within a few hours of production. Otherwise it is a total loss. The exploitation of the farmer in dairying is enormous as he has no bargaining power. Therefore, co-operative society is tailormade for the dairy industry. SOME FACTS OF AMUL Milk collection was to the tune of a few thousand litres a day. Today, there are 180 Anands in India handling crore to 16 million litres of milk a day. The sales of AMUL now exceeds Rs. 3000 crores. The GCMMF (Gujarat Co-operative Milk Marketing Federation) has 19 dairy plants with a total milk handling capacity of over 6.7 million litres per day. GCMMF has produced similar and associated movements all over India and even in neighouring countries like Sri Lanka ad Bangla Desh. But speciality of Gujarat alone, there are 2.2 million milk producers who are members of the village co-operative societies in 10,675 villages with 12 district union federated with the GCMMF. The revolution in the production of milk, on the White Revolution, has reached 96206 villages all over India covering 180 districts unions and 15 state federations with a total membership of 10.7 million milk producers/farmers handling about one third of the nations marketable surplus milk.

EIGHT RULES OF MARKETING OF AMUL:

1. Never under estimate the customers. 2. Shatter the demand curve. 3. Create a ladder of geminant benefits. 4. Escalate innovation, element quality, deliver a frameless experience. 5. Extend the price range and positioning of the brand. 6. Customise government value chain to deliver the benefits of the ladder. 7. Use influence marketing. 8. Continuously attack the category litre and outsiders. AREA OF COVERAGE: AMUL has overall 300 branches in India and 2 in Karnataka. It has 16manufacturing units. It has one Head Office, 6 Zonal Offices and 42 branches. The branch in Dharwad is established in the year 1992. It has also markets its products to Dubai, Sri Lanka, Kenya and Bangladesh. AMULs Chairman is Mr. P.G. Patel and Managing Director is Mr. B.M. Byas. It was registered on December 14, 1946.

India, now has 10300 village milk cooperatives with 15 lac farmer members. These concerted efforts in dairy development have made India the largest producers of milk in the world today. Hope and confidence beyond belief to farmers, quality beyond price to consumrs. The true taste of India, Amul, a priceless brand name, whichever way you look at it.

A PROFILE OF GCMMF: 1. 2. 3. 4. Amul Dairy, Anand 12.50 lacs litres per day Sabar Dairy, Himmatnagar 8.00 lacs litres per day Baroda Dairy, Baroda 4.00 lacs litres per day Panchamrut Dairy, Godhra 2.00 lacs litres per day

5. Rajkot Dairy, Rajkot 1.00 lac litre per day 6. Dudhdhara Dairy, Bharuch 0.60 lac litres per day 7. Cheese plant, Khatraj 2.00 lacs litres per day 8. Mother Dairy, Gandhinagar 10.00 lacs litres per day 9. Dudhsagar Dairy, Mehsana 16.50 lacs litres per day 10. Banar Dairy, Mehsana 16.50 lacs litres per day 11. Sumul Dairy, Surat 10.50 lacs litres per day 12. Uttam Dairy, Allabahad 1.50 lacs litres per day 13. Vasudhara Dairy, Valsad 3.00 lacs litres per day 14. Gandhinagar Dairy, Gandhinagar 2.00 lacs litres per day 15. Vidya Dairy, Anand 1.00 lac litres per day 16. Poly film plant, gandhinagar