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Project of Category Managament Prashant Kumar Rai

Project of Category Managament Prashant Kumar Rai

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Published by: prashant rai on Sep 21, 2009
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08/27/2010

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PROJECT OF CATEGORY MANAGAMENT
 On
Amul Dairy
 
Submitted To:
-
Pranay Verma
Submitted
:
-
By
Prashant Kumar Rai
 
FT (
RM)
-
08
-
117
 
DARIY
 
India is the largest producer of milk producing morethan 100 million tons of milk per annum. Yet, her per capita
milk consumption is around 250 g per day.
 
World wide Milk Production
 
Rank
 
Country
 
Production (10
9
kg/y)
[18]
 
1
 
India
 
114.4
 
2
 
United States
 
79.3
 
3
 
Germany
 
 
39.4
 
4
 
Pakistan
 
35.2
 
5
 
China
 
32.5
 
6
 
Russia
 
28.5
 
7
 
Brazil
 
26.2
 
8
 
France
 
24.2
 
9
 
New Zealand
 
17.3
 
10
 
United Kingdom
 
 
13.9
 
 
 
Amul (Anand Milk Union Limited)
, formed in 1946, is a
dairy cooperative movement in India. It is a brand name
managed by an apex coope
rative
organisation, “Gujarat
Cooperative Milk Marketing Federation Ltd
(GCMMF), which
today is jointly owned by some 2.6 million milk producers in
Gujarat, India
 
AMUL
 
is based in Anand, Gujarat and has been a sterling
example of a co
-
operative organization's success in the longterm. It is one of the best examples of co
-
operative achievementin the developing economy. "Anyone who has seen ... the dairy
cooperatives in
the state of Gujarat, especially the highlysuccessful one known as AMUL, will naturally wonder whatcombination of influences and incentives is needed to multiplysuch a model a thousand times over in developing regions
everywhere." The
Amul Pattern
 has e
stablished itself as a
uniquely appropriate model for rural development. Amul has
spurred the White Revolution of India, which has made India the
 
largest producer of milk and milk products in the world
.
 
It is also
the world's biggest vegetarian cheese brand.
 

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