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 Anand Milk Union Limited or Amul is an Indian

dairy cooperative, based in Anand, Gujarat.

The word Amul is also derived from the Sanskrit

word Amulya, meaning PRICELESS.

Formed in 1946, it is a brand name managed by an

Indian cooperative organization, the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat.

 Linked to the freedom movement of India. Founded in 1946 to stop the exploitation of

milk producers at the hands of middlemen.

Inspiration of pre-eminent national leaders

like Sardar Vallabhbhai Patel local farmer leader Tribhuvandas Patel and Morarji Desai. milk production, processing & marketing.

A cooperative movement - member control on

 A humble beginning with 2 village societies

and 246 litres of milk.

Amul spurred India's White Revolution ,

making the country the world's largest producer of milk and milk products. In the process, Amul also became the world's largest vegetarian cheese brand.
The largest food brand in India and the world's

largest pouched-milk brand.

 Besides India, Amul has entered overseas

markets such as Mauritius , UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but it plans to venture again.

 Since 1967 Amul products' mascot has been the

very recognizable "Amul baby" or Amul girl (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognizable tagline Utterly Butterly Delicious Amul. The mascot was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul products, she has also been used for other product like ghee and milk.

 50 years after it was first launched, Amul's

sale figures have jumped from 1000 tons a year in 1966 to over 25,000 tons a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.

ADVERTISING
In 1966, Amul hired Sylvester daCunha,

then managing director of the advertising agency AS to design a new ad campaign for Amul Butter. DaCunha designed an ad campaign as series of hoardings with topical ads, relating to day-to-day issues. The campaign was widely popular and earned a Guinness world record for the longest running ad campaign in the world.

 Since the 1980s, cartoon artist Bharat

Dabholkar has been involved with sketching the Amul ads, who rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited chairman Varghese Kurien with creating a free atmosphere that fostered the development of the ads.

 AMUL has never been in the news for the

wrong reasons except for in the year 1968.

In 1968 Amul co-operative launched

Amulspray milk food for Infants. In 1972, the brand was completing its fourth year since inception and was controversially being promoted as an ideal substitute for mothers milk.

 2.5 million milk producers families part of a

fraternity of 13 million coop producers nationwide

13,000 village societies there are over 113,000 coop milk societies pan India 8.1 million litres of milk procured in peak season on a single day India is the largest producer of milk in the world !

 Rs 100 million handled in cash daily Milk is

the biggest agricultural crop in India !

13 district Unions there are 180 cooperative

dairy unions across the country

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"

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.

 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.
The Trust reconstructed 6 schools damaged by the earthquake at a cost of Rs. 41.1 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.

ET-Corporate Citizen Award of the Year 2010-11 to GCMMF Amul receives Green Globe Foundation Award. Dr. V.Kurien honoured with Life Time Achievement Award GCMMF receives Srishti's G-Cube Award 2010. Amul Bags International Dairy Federation Award. Amul Bags Srishti G-cube Award For Good Green Governance -2009. Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit. Ramkrishna Bajaj National Quality Award - 2003 Qimpro Gold Standard Award - 2003 Amul - The Taste Of India (GCMMF) Receives International CIO 100 Award For Resourcefulness. Rajiv Gandhi National Quality Award - 1999

CONCLUSION WHY IS AMUL NO.1?????

AMUL has been advertised well. It is constantly

kept in the public eye.

Its quality exceeds the expectations of the customers. There is simply no compromise on it. AMUL gives value for money. If a customer buys an AMUL product she gets what she pays for, and

more.

Follows fair prices and does not believe in gain at customers expense.

 AMUL is popular also because of its availability. A

brand should be available when and where a customer wants it. There is no other benefit more than creating a POSITIVE BRAND IMAGE.

And

SERVICE. for Amul, every customer complaint must be heard not just listened to. And, every customer complaint must be rectified to the extent humanly possible.

Amul has honoured its contract with the consumer. The contract that is symbolized by the Amul brand means QUALITY. It means VALUE for MONEY. It means AVALIABILITY. And it means SERVICE.