evolution of amul

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tABLE OF CONTENTS

Sr. No Table Of Content Pages

1.

COMPANY HISTORY / ORIGIN/ ADMINISTRATION/

MANAGEMENT FUUNCTION 8-10

2.HUMAN RESOURCE MANAGEMENT

11-15

3.RECRUITMENT

16-17

4.TRAINING AND DEVELOPMENT

18

5.

PROMOTION AND TRANSFER POLICY

19

6.WAGES & SALARY ADMINISTRATION

20

7.JOB DISCRIPTION

21-22

8.STEPS IN PRODUCTION PROCESS

23-26

9.ADS CAMPAIGN BY AMUL

27

10.

AWARDS

28

11.SWOT ANALYSIS OF AMUL 29-34

12.FUTURE CHALLENGES 35

13.CONCLUSION 36-38

14.BIBLOGRAPHY 39

COMPANY HISTORY

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Before the cooperative movement began, middlemen who supplied milk to the consumers were

exploiting the dairy industry in the Kaira District. It began as a response to this exploitation and

put an end to it. It grew because it responded to the farmers financially as well as with

services. It has thrived because farmers who have a stake in its success, own it. And because it has

been managed by capable professionals and strengthened by dedicated scientists, technologists and

workers, it has forged ahead. Today in India, there are 75,000 dairy cooperative societies, spread

all over the country with a membership of 10 million. The farmer in the village is now assured of a

better future thanks to these cooperatives.

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It

is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). AMUL is based

in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the

long term. The Amul Pattern has established itself as a uniquely appropriate model for rural

development. Amul has spurred the White Revolution of India. It is also the world's biggest

vegetarian cheese brand.

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AMUL: THE ORIGIN

HISTORY OF THE COMPANY: The story of AMUL inspired Operation Flood ' and heralded

the 'White Revolution ' in India. It began with two village cooperatives and 250 liters of milk per

day, nothing but a trickle compared to the flood it has become today. Today Amul collects

processes and distributes over a million liters of milk and milk products per day, during the peak,

on behalf of more than a thousand village cooperatives owned by half a million farmer members.

Amul has become a symbol of the aspirations of millions of farmers; creating a pattern of

liberation and self-reliance for every farmer to follow.

The start of a revolution

The revolution started as awareness among the farmers that grew and matured into a protest

movement and the determination to liberate them. Over four decades ago, the life of a farmer in

Kaira District was very much like that of his counterpart anywhere else in India. His income was

derived almost entirely from seasonal crops. The income from milch buffaloes was undependable.

Private traders and middlemen controlled the marketing and distribution system for the milk. As

milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they

had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the

private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader

could be checked only if marketed their milk themselves. In order to do that they needed to form

some sort of an organization.

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ADMINISTRATION

Administration Gujarat Cooperative Milk Marketing

Federation Ltd. (GCMMF), is India's largest food product

marketing organization with annual turnover (2010-11) US$

2.2 billion. Its daily milk procurement is approx 12 million lit

(peak period) per day from 15,712 village milk cooperative

societies, 17 member unions covering 24 districts, and 3 million milk producer members .

MANAGEMENT FUNCTIONS

Management functions PLANNING : AMUL has been able to: Produce an appropriate blend of

the policy makers farmers board of management and the professionals: each group appreciating

its roles and limitations. Bring at the command of the rural milk producers the best of the

technology and harness its fruit for betterment. Provide a support system to the milk producers

without disturbing their agro-economic systems.

History The AMUL revolution started as awareness among the farmers grew and matured into

a protest movement. Over four decades ago, the life of a farmer in Kaira District was very much

like that of his counterpart anywhere else in India. His income was derived almost entirely from

seasonal crops.

HUMAN RESOURCE MANAGEMENT

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Human resource Management Introduction : According to SCOOT CLOTHIER AND

SPRIGGEL Human resource management as the branch of management which is responsible on

a staff basis for concentrating on those aspects of relationship of management to employees and

employees to employees and with the development of the individual and the group. The

objective is to attain maximum individual between employer and employees and effective

moulding of human resources as contrasted with physical resources.

Human resource Management MAJOR FUNCTION OF HUMAN RESOURCE DEPATMENT:

1. RECRUITMENT AND SELECTION. 2. TRAINING AND DEVLOPMEN. 3.

PERFORMANCE APPRAISAL. 4. SALARY AND WAGE ADMINISTION. 5. EMPLOYEE

TURNOVER. 6. COMPENSATION. 7. INDUSTRIAL RELATION. 8. FACTORE ACT. 9.

INDUSTRIAL DISPUTE ACT. 10. HUMAN RESOURCE INFORMATION SYSTEM (HRIS).

Human resource Management RECRUITMENT AND SELECTIONRECRUITMENT: There are

two types of Recruitment sources followed by Amul: EXTERNAL SOURCES. INTERNAL

SOURCES. INTERNAL SOURCES: Internal sources include personnel already on the payroll

of the organization. Present Permanent Employees.

Human resource Management RECRUTMENT POLICY OF AMUL: Entry level qualification:

Below officers cadres: S.S.C / H.S.C Attendant Operator Dairy (AOD) G Gr.Worker. Taken

as apprentice under trade apprentice Act 1961 2/3 yrs Apprenticeship, then based on their

appraisal report, selected as temporary worker. After total 5yrs of work, may be selected as G-

Grade Worker.

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Human resource Management SELECTION: Selection procedure is concerned with securing

relevant information about the applicant. The main objective of selection process is to determine

whether an applicant meets the qualification for a specific job and choose the application that is

most likely to perform well in the job.

Human resource Management The Selection process in AMUL is as under: Vacancy in any

department Approval from M.D Advertisement Collection of application Securitize the

application Interview Medical checkups Selection

Human resource Management After selection, the employees generally have probation period. In

AMUL probation period is different for different type of employees. Probation period for

officers is 12 months, 6 months for clerical employees and 3month for workers.

Human resource Management TRAINING AND DEVLOPMENT: Definition: is a subsystem of

an organization. It ensures that randomness is reduced and learning or behavioral change takes

place in structured format. Training is the process where the work related knowledge, skills and

attitude are given to new employees. By which they aware the policies rules and increase

technical and manual efficiency and create of responsibility. AMUL has accepted three methods

for the training: On the job method . Off the job method. In house training. Out house training.

Human resource Management TRAINING PROCEDURE IN AMUL: Identification of need of

Training Module Preparation Selection of Employee for the Training Training Feedback

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Human resource Management PERFORMANCE APPRAISAL: Performance appraisal is the

process of evaluating the performance and qualification of employees in terms of the

requirement of the jobs for which they are employed. It is highly useful in making decision

regarding the promotion, transfer, wage and salary administration etc. The AMUL adopts the

following appraisal system Final confirmation with the recommendation by the divisional heads

comes from the MD on annual basis. His work is evaluated by Check list Method of

Performance Appraisal. These are a various method used to appraise the performance of an

employee.

Human resource Management In Amul the following methods are used: Self appraisal: If

individuals understand the objectives they are expected to achieve the standards by which they

are to be evaluated they are to a great extent in the best position to appraise their own

performance. In this method employee himself. Managers Appraisal: The general practice is

superiors appraise the performance of their subordinate. Other supervisors, who have close

contact with employee s work may also appraise with a view to provide additional information.

Human resource Management A higher level manager appraise the employees for their

performance. In Amul various attributes consider for the appraisal of employee. Job knowledge.

Work output. Quality of work. Interest in work. Initiatives. Past records. Seniority .

Human resource Management This appraisal is also the rating scale. Method appraiser also

appraised employee by following: Outstanding. Good. Satisfactory. Poor.

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Human resource Management The overall assessment is done through above rating and also the

comment of reviewing officer is included. Apart form this the performance in liked allowance is

provided in relation with performance that is: 25% 50% 100% Not allowed. This is provided by

and under knowledge of under Managing Director Generally in Amul on base of performance

appraisal employee of managerial level gets specials allowance. While for workers they get

promotions. The overall assessment is done through above rating and also the comment of

reviewing officer is included. Apart form this the performance in liked allowance is provided in

relation with performance that is, 25%53 50% 100% Not allowed

Human resource Management WAGES AND SALARY: common method is followed for the

wage and salary administration according to Muster roll . Timekeeper sends that muster roll to

the account department for attendance of each and every employee. This will analyze and

entered in the computer. After this salary is calculated for each employee through computer

according to that they prepare salary sleep of employees.

The success to any industrial unit depends upon their effective personnel department. Personnel

department is basically commercial with human resource of an enterprise and it also continues

procurement, development, non-monetary comparison, integration and maintenance of the

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personnel purpose of contribution towards the accomplishment of the organizations major goal

and objectives.

Personnel management in opinion of many authors is true management. So sometimes it is told

that management means to manage human behaviour. Personnel management is that phase of

management, which deals with the effective control of use of manpower as distinguished from

other source of power.

The management includes all aspects of works such as recruitment, selection, medical checkups,

various types of training, transfer, welfare activities, union activities, etc.

RECRUITMENT

Recruitment forms the first stage in the process which continues with selection and cased with

the placement of the candidate recruitment makes it possible to acquire the number and types of

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people necessary to ensure the continues operation of the organization requirement has, been

regarded as the most important function of personnel administration.

Amuls recruitment and selection process is very systematic and comprehensive. All division

head in inform about their manpower requirements. According to the requirement of the

personnel division they get require employees by resources like postal services employment

exchange education institution and advertisement.

Amul Dairy receives lots of applications in response to their advertisement. These forms contain

general information about the candidates. Then forms are to be checked by authorized person

and after scrutinizing eliminate the unqualified applications. Short listed Applicants are called

for personal interview. Interview committee conducts this interview. When applicants are too

many, then they conduct a written test. Those who pass this test are called for interview and are

selected on the basis of smart selection process.

Sources of Recruitment

By giving advertisement in news papers

Labour Union

Voluntary Organisation

Leasing Contract

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Private Employment Agency

Government Employment Exchange

School, Colleges, Universities and Professional Institutes

Recommendation of present Employee

Recruitment as Temporary Workers

Selection

Selection process is concerned with screening relevant information about an applicant. The

objective of selection process is to determine whether an applicant meets the qualification for a

specific job and to choose the applicant who is most likely to perform well in that job.

TRAINING & DEVELOPMENT

Training and management development are the two separate things. Training is required for

persons working at operation level and it is required for increasing the knowledge and skills of

employees so that they can perform their tasks in the best manner while management

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development refers to the activities that take place in order to improve the performance of the

managerial level personnel.

Training and management development contribute a lot in increasing the productivity. To

facilitate newly selected person at operation level, he is placed at the work under supervision of a

senior worker who gives guidance and instructions about the particular work.

For the managerial level personnel, they select only those people who are having an experience

of at least three years in similar fields. Then a newly selected persons performance is observed

for three months.

PROMOTION & TRANSFER POLICY

Promotion

Two main policies followed by the organization are:

Automatic promotion

Merit cum seniority.

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During the period of 1972, promotion was given automatically to a person who had completed

his 6 yrs and 2nd promotion was given after 7 yrs. At that time they had a policy of rewarding

merit on the basis of seniority. But now it is solely based on merit. Managing Director signs the

promotion order after the recommendation by the personnel & Administration department.

Transfer

Transfer is the pre-relative right of the management. Transfer is done if it is necessary for the

organization. Transfer is generally affected to build up a more satisfactory work team & to

achieve a specific purpose. In this organization transfer takes place in flash season. Transfers are

also to adjust the work forces of one plant with another.

WAGE & SALARY ADMINISTRATION

Attendance is considered to be one of the major & important factors responsible for the Wage &

Salary Administration. At present catalogue record is received from the time keeping office and

is maintained in the register, which is known as master roll.

Timekeeper sends this master roll to the accounts department. Attendance of each & every

employee is analyzed & entered into the computer. The record is scrutinized and a statutory and

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non-statutory deduction is made and then after salary is calculated for each employee. The wages

are paid in cash & also credited in corporate salary a/c. Employee wages are deducted according

to grades of workers. It consists of A, B, C, D, E, and F grade of workers.

JOB DESCRIPTION

Job Description is an important document, which is basically descriptive in nature and contains a

statement of job analysis. It defines the scope of job activities i.e. major responsibilities &

positioning of job in organization. It provides the worker and supervisor with a clear idea of what

kind of work they need to do to meet the demands of the job. Here those who are at senior Level

make job description regarding managerial position.

FUTURE PLANS

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To achieve and maintain competitive advantage, innovation in product design and delivery

are increasingly essential.

To innovate at each stage in value chain production, procurement, processing, marketing

and branding.

To devise more effective ways of attracting and retaining skilled human resources.

To provide them an adequately self-motivating work environment that draws the best out of

them on a sustained basis.

The Dairy Demonstration Project is a collective effort of the Union and Bank. The project

envisages encouraging the farmers to use high yielding animals and modern aids to increase

production. The union will provide necessary guidance to the milk producers on various

techniques and required financial support will be forthcoming with the co-participation of

Bank. To illustrate and bring about better understanding of the project, a model farm is

being set up at Mogar and Khatraj to impart training to the participants.

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Suvarna Jayanti Gram Swarojgar Yojana helps its

beneficiaries to avail loan from the bank with the

Government approval. Under this scheme a marginal

producer intending to avail the benefits, is allocated an

amount adequate for purchase of 2 milch animals along with required other implements on a

soft loan basis. This scheme not only help enhance the productivity and living standards of

subscribing producers, the union in turn will also be benefited by the way of enlarged

membership and increased milk procurement.

STEPS IN PRODUCTION PROCESS

Collection of Raw Milk

Raw milk is collected from different co-operative societies of Gujarat. About 122000 liters of raw

milk is collected per day. Before this milk is sent to the laboratory for testing the FAT & SNF

proportion, the milk is separated from the raw milk. The milk is taken from the chilling centers to

Ahmedabad with the help of trucks.

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After collecting the samples of milk, they are taken to the laboratory ,where two types of tests are

conducted.

Electronic milk test

Methyline blue reduction test

Electronic Milk Test

Before pasteurizing the milk the samples are taken to the laboratory. In the laboratory with the help

of machine called electronic milk tester, the proportion of SNF & FAT is checked with phosphate

solution. When the colour of the milk becomes yellow, it is sent for pasteurization.

Methyline blue reduction test

Another test, which is taken in the laboratory, is called Methyline blue reduction test. this test is

conducted for checking for how long the milk will remain fresh. to check this, 10 ml of milk is

taken and 1 ml of methyline blue solution is added to it. It is then kept under water at 57-degree C.

Pasteurizing & standardizing

After collecting and checking and conducting laboratory tests, the pasteurizing process is

conducted. To pasteurized the milk means to kill all the germs in the milk by a particular method

which was invented by a scientist called James Pasteur and so the name pasteurization.

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Standardization process is known such as it bifurcates the milk in 3 categories varying according to

that FAT & SNF contents..

Ready Milk = Pasteurized + Standardized.

Separation process

Separator machine separates two kinds of products, skimmed milk & cream, through channels.

There are 100 disks fixed in separator machines, which revolve at 5000 rpm (revolution per

minute). It is taken to the tanks, which has the capacity of 20000 litres. Whenever the milk is

needed from the tank, it is tested in the laboratory and the deficit proportion fat is added by mixing

cream. This process continues for 24 hours.

Quality Check

Pasteurized milk is sent for a quality check in the Quality Assurance laboratory of the dairy plant.

Within 14 seconds FAT and SNF proportion is received regarding 30 lack litres of milk. The total

investment put into the lab by the Dairy plant is of Rs. 6 crores.

Packing Process

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After this the milk is sent for packing to the milk packing station in the dairy plant. In the milk

packaging station there are huge pipelines and behind each of them there is polyfill machine from

which the material to pack milk comes out.

Storage

Then the milk is sent to the cold storage of the dairy where the milk is stored until it is dispatched.

Here the milk is stored at temperature ranging from 5 C to 10 C, it is maintained with the help of

exhaust fans having silicon chips. About 40000 litres of milk is dispatched from the cold storage of

the dairy plant every day. The damaged pouches are kept a side and the milk is once again put to

the tank.

Milk Powder

For converting milk powder first of all water content is evaporated in condensing plant. By this

process they get condensed milk, it is used as a raw material. There after the milk is sent to the

drying plant. The spray drying plant is huge in size with a height of 70 feet.

After processing the powder is sent for quality checking at quality assurance laboratory. After the

quality confirms, this milk powder is differentiated, by adding different flavors to them like

elaichi, chocolate & sugar free milk powder. Thereafter they are packed in tins and boxes.

Afterwards it is stored at storage department.

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Distribution Chart

Products

Agents

Wholesaler

Retailer

Consumer

We can see from above figure that GCMMF distribution channel is simple and clear. The

products change hands for three times before it reaches to the final consumer. First of all the

products are stored at the Agents end who are mere facilitators in the network. Then the products

are sold to wholesale dealers who then sell to retailers and then the product finally reaches the

consumers.

ADS CAMPAIGN BY AMUL

Amul has two agencies that look after its entire range of products namely FCB Ulka and Da

Cunha.

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FCB Ulka looks after a broad range of products namely, Amul Lite Breadspread, Amul

Shrikhand, Amul Chocolates, Amul Paneer, Amul SnowCap Softy Mix Ice cream, Amul/Sagar

Ghee, Amul Infant Milk Formula 1 & 2, Sagar Tea and Coffee whitener, Amul Spray Infant

Milk Food, Amul Mithaee, Amul Gulab Jamun, Amulya Dairy Whitener, Mithaimate Sweetened

Condensed Milk, Amul Ice cream, Sagar Skimmed Milk Powder and Amul Whole milk Powder.

Few Of The Bill Boards Of The Company Is As Follows:

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AWARDS

Rajiv Gandhi National Quality Award 1999

International CIO 100 Award For Resourcefulness 2003

Qimpro Gold Standard Award 2003

Qimpro Gold Standard Award 2003

Ramkrishna Bajaj National Quality Award 2003

The International Dairy Federation Marketing Award- 2007

Srishti G-cube Award For Good Green Governance 2009

International Dairy Federation Award 2010

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SWOT ANALYSIS OF AMUL

Strengths

Demand profile: Absolutely optimistic. Milk being a necessity product, the demand will

stay and the sales at GCMMF are bound to increase over a period of time.

Margins: Quite reasonable, even on packed liquid milk. The margins are enough to limit the

entry of potential entrants.

Flexibility of product mix: Tremendous. With balancing equipment, GCMMF has kept

adding a wide array of products to its product line.

Availability of raw material: Abundant. Presently, more than 80 per cent of milk produced

is flowing into the unorganized sector, which requires proper channelization. Amul &

GCMMF have leveraged this and has got itself a strong base of suppliers who provide them

milk throughout the year. Large number of dairy plants in public and cooperative sectors

besides several others coming up in the private sector would result in competition. Because

of this the end consumer would benefit and a good product mix would emerge.

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Technical manpower: Professionally trained, technical human resource pool, built over last

30 years is the strength that GCMMF has. The employees of GCCMF are highly recognized

in the industry and have earned name for themselves as well as the federation.

Enhanced Milk Production: Increase in the milk production with consequently increased

availability of milk processing has led to increase in consumption and faster access to the

consumers through effective distribution. The technology is brought from Denmark and the

production of milk has benefited from that.

Transportation: The transportation facilities and the easy availability of the special trucks

have provided a boost. Cold refrigerated trucks are there in place and the warehouses also

have the cold storage facilities that facilitate the transportation.

Vast resources: Country has vast natural resources which offer immense potential growth

and development for dairying. Moreover the financial resources available with the

federation are immense and the reputation is such that in case of any further requirements, it

can approach any institution and raise any form of capital.

Increasing purchase power and changing tastes of the consumers: The purchasing power

of the residents is increasing. As a result a lot of products are being consumed. Moreover,

the consuming habits are changing. As a result, the demand for products such as butter and

cheese is increasing at a very rapid rate.

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Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long

life. Still perishability is there at the milk vendors end. This does result in loss of some

production. But Amul Dairy is taking steps to store milk at the vendors end. Surely, many

new processes will follow to improve milk quality and extend its shelf life.

Lack of control over yield: Theoretically, there is little control over milk yield. A lot

depends upon the monsoon in the country. This is because of the quality of cattle feed that

would be available will not have the required nutritional content. Steps are taken to provide

awareness regarding these and the penetration of quality feed is being increased. Moreover,

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.

Logistics of procurement: Woes of bad roads and inadequate transportation facility make

milk procurement problematic. All these factors lead to perishability of the procured milk.

But with the overall economic improvement in India, these problems would also get solved.

Erratic power supply: The erratic power supply would cause harm in the processing of

milk.

Underdeveloped systems: There still exist underdeveloped raw milk collection systems in

some parts of the country. However steps are being taken such as setting up of cold storage

points at key collection centers to combat the situation.

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Lack of proper implementation: Dairy development programmes have not been fully

implemented as per the needs of the region in different agro-climatic zones.

Infrastructure: The infrastructure that is available is not up to the current world standards.

Also lack of infrastructure for offering dairy business management programmes to the

trained personnel is creating a hindrance.

Opportunities

"Failure is never final, and success never ending. Dr Kurien bears out this statement perfectly.

He entered the industry when there were only threats. He met failure head-on, and now he clearly

is an example of never ending success! If dairy entrepreneurs are looking for opportunities in

India, the following areas must be tapped:

Competition: With so many newcomers entering this industry, competition is becoming

tougher day by day. But then competition has to be faced as a ground reality. The market

is large enough for many to carve out their niche. Moreover due to competition, there is a

chance to better serve the market with innovative products.

Value addition: There is a phenomenal scope for innovations in product development.

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Threats

Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of

place in the industry. Organized dissemination of information about the harm that they are

doing to producers and consumers should see a steady decline in their importance.

Infestation: There are increasing incidents of chemical contaminants as well as residual

antibiotics in milk.

Quality: The quality of the milk is found to be poor as compared to the international

standards. One of the reasons for these according to the EU and America is the method of

milching the milk. In these nations the milk is hands by the farmers owning the cattle do

milched with the help of machines, while in India.

Exploitation: The liberalization of the Dairy Industry is likely to be exploited by the

multinationals. They will be interested manufacturing the milk products, which yield high

profits. It will create milk shortage in the country adversely affecting the consumers.

Subsidy by Western Nations: There have been incidences wherein the Western nations

subsidizing the dairy products by a few means like transportation. Because of such reasons

the final price of the product goes below the prices prevailing in the Indian Market. Hence it

proves a threat to GCMMFs and other Indian dairy products.

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Creation of Non Tariff Barriers by Developed Nations: The Developed Nations have

created Non Tariff Barriers related to Quality of the milk specifically. They want that the

milk be processed with potable Air and Water. They also want that the milching of cattle be

done with the help of machines. However this type if system is yet to evolve in India.

Because of these reasons they are reducing the market potential of Indian made products,

where GCMMF holds a lions share.

The study of this SWOT analysis shows that the strengths and opportunities far outweigh

weaknesses and threats. Strengths and opportunities are fundamental and weaknesses and

threats are transitory. Any investment idea can do well only when you have three essential

ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines

and marketing) and values (of quality/ethics).

FUTURE CHALLENGES

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The organization may face the following challenges in the future:

Global demands and changes.

Foreign affiliations.

Competition.

Liberalisation.

Changing values.

Urban shifting.

Changing interests.

Adoption of latest technology.

Production according to international standards with foremost quality.

Increase need for R&D.

To keep the prices steady and reduce production and maintenance expenses.

To enhance milk production by adopting better animal husbandry practices and

improving calf rearing practices in order to assure a stand in international market in the

foreseeable future.

Expansion and upgrading of plant and equipment to meet increasing demanded for

quality and quantity with the help of better-qualified personnel.

Development of new markets and expansion of old ones replacing additional system

with quality packaged milk products and vegetable.

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CONCLUSION

Amul means different things to different people.

To a milk producer A life enriching experience

To a consumer Assurance of having wholesome milk

To a mother A reliable source of nourishment for her child

To the country Rural development and self reliance

Amul has given a new dimension to marketing. It showed that a democratically owned and

managed farmer organization can successfully develop national market, but by doing this Amul

provided virtually guaranteed marketing service to the milk producer at his door step. Amul has

displayed dynamic initiative at a time when its multinational competitors were merely content to

use depreciated machinery.

Following factors have given us the insight to conclude, why Amul is thriving with success

today:

Emphasis on Quality: All the products of Amul are of highest grade. Consumers were very

quick to perceive this and the sales success that followed reflected the publics stamp of

approval.

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Modern marketing: A good product alone cannot succeed unless backed by innovative

marketing, including packaging, price and promotion. Amuls advertising campaigns created a

splash in the market that eventually led to a tidal wave that rocked the competition.

Management: The judicious handling of people, recognition of performance and encouragement

for a good try has gone a long way to build a sound foundation of people. All the basic

components of management that is production, marketing, finance and organization behavior are

nicely arrayed at Amul.

The co-operative concept: The fundamental thesis underlying the Anand model is that the rural

producer must own and enjoy the assets they have helped to create. The model has inspired the

creation of hundreds of other Anand.

The system has succeeded mainly because of involvement of people on such a large scale,

providing assured market at remunerated prices for milk producers, enables the consumers

access to high quality milk and milk products, ploughing back the profit to the members, part of

the profit is used by the society for common good and community development. Amul is doing

everything in the best possible manner. Just look at its product quality, packaging, advertising

and nationwide marketing network. This has given Amul an edge over its competitors.

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Facts Members: 13 district cooperative milk producers' Union No. of Producer Members: 2.79

million No. of Village Societies: 13,328 Total Milk handling capacity: 11.22 million liters per

day Milk collection (Total - 2008-09): 3.05 billion liters Milk collection (Daily Average 2008-

09): 8.4 million liters Milk Drying Capacity: 626 Mts. per day Cattle feed manufacturing

Capacity: 3500 Mts. per day

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BIBLIOGRAPHY

www.amul.com

www.indiadairy.com

www.indianmilkproducts.com

www.icmrindia.org

www.google.com

www.wikipedia.com

www.prsi.co.in

www.mumbaimirror.com
http://var/www/apps/conversion/tmp/scratch_1/www.amul.comhttp://www.indiadairy.com/http://www.indianmilkproducts.com/http://www.icmrindia.org/http://var/www/apps/conversion/tmp/scratch_1/www.google.comhttp://www.wikipedia.com/http://www.prsi.co.in/http://var/www/apps/conversion/tmp/scratch_1/www.mumbaimirror.comhttp://var/www/apps/conversion/tmp/scratch_1/www.amul.comhttp://www.indiadairy.com/http://www.indianmilkproducts.com/http://www.icmrindia.org/http://var/www/apps/conversion/tmp/scratch_1/www.google.comhttp://www.wikipedia.com/http://www.prsi.co.in/http://var/www/apps/conversion/tmp/scratch_1/www.mumbaimirror.com

evolution of amul

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