Professional Documents
Culture Documents
Project On Amul
Project On Amul
Project On Amul
AMUL is the pride not only of Gujarat but also of entire country. It is a
matter of great pleasure in preparing this project on such esteemed
organization. A person aspiring to enter in management profession must
have practical knowledge of the subject. The objective of industrial visit is to
gain insight into practical knowledge in a student to supplement the
theoretical study of management as well as industrial.
I have tried my best to present all the aspects related with the topics of
Productions and operations management. However I accept the sole
responsibility of any possible error of omission and will be grateful to the
readers of this project who bring mistakes to my notice.
Aruna Lambha,
Roll no.45,Division-A,
CPIMR 2012-14
EXECUTIVE SUMMARY:
Formed in the year 1946 Amul is the leading food brand in India.
AMUL has spurred the WHITE REVOLUTION of India, which has made
India the largest producer of milk and milk products in the world and
the WHITE REVOLUTION has finally created a billion dollar brand.
Today AMUL dairy is no. 1 in ASIA and no.2 in the world.
Currently Amul has 3.11 million producer members with milk collection
average of 6.04million liters/day.
Every day Amul collects 447,000 liters of milk from 2.12 million
farmers , converts the milk into branded, packaged products, and
delivers goods worth Rs 6 core (Rs 60 million) to over 500,000 retail
outlets across the country.
Amul products are available in over 500,000 retail outlets across India
through its network of over 3,500 distributors. There are 47 depots
with dry and cold warehouses to buffer inventory of the entire range of
products.
Amul has installed over 3000 automatic milk collection system units
(AMCUS) at village societies to capture member information, milk fat
content and amount payable to each member.
Amul has recently entered into direct retailing through AMUL utterly
delicious parlors created in major cities. AMUL has plans to create
large chain of such outlet to be managed by franchisee through the
country.
Bread spreads
Cheese Range
Fresh Milk
Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardized Milk
4.5% Fat, Amul Taaza Toned Milk 3% fat, Amul Slim & Trim, Amul
Cow Milk
Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza
1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream
Milk Powders
Milk Drink
Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool Koko,Amul
Kool Milk Shake, Amul Kool Chocolate Milk,Nutramul Energy Drink
Health Drink
Brown Beverage
Curd Products
Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul
Lassee, Amul Flavor Yoghurt
Pure Ghee
Sweetened
Condensed Milk
Amul Mithaimate
Mithaee Range
(Ethnic Sweets)
Ice-cream
Chocolate &
Confectionery
Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo,
Amul Bindass, Amul Fundoo
TABLE OF CONTENS:
Introduction of company
History
Facility layout & facilities at Amul plant
The three-tier Amul model
Village dairy cooperative society (VDCS)
Production process
E- supply chain management of Amul
Conclusion
INTRODUCTION OF COMPANY:
The brand name "Amul," from the Sanskrit "Amoolya," (meaning Precious)
was suggested by a quality control expert in Anand.), formed in 1946, is a
dairy cooperative in India. It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk
producers in Gujarat, India.
AMUL is based in Anand, Gujarat and has been an example of a co-operative
organization's success in the long term. It is one of the best examples of cooperative achievement in the developing economy. "Anyone who has seen
the dairy cooperatives in the state of Gujarat, especially the highly
successful one known as AMUL, will naturally wonder what combination of
influences and incentives is needed to multiply such a model a thousand
times over in developing regions everywhere."The Amul Pattern has
established 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. Amul is the largest food brand in India and
world's Largest Pouched Milk Brand with an annual turnover of US $1050
million (200607). Currently Unions making up GCMMF have 2.8 million
producer members with milk collection average of 10.16 million liters per
day. Besides India, Amul has entered overseas markets such as Mauritius,
UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few
South African countries. DrVerghese Kurien, former chairman of the
GCMMF, is recognized as a key person behind the success of Amul.
HISTORY:
In 1929, Peston Edul Polson established Polson Model Dairy at Anand to
manufacture butter, ghee and casein and in 1944; the Bombay Municipal
Corporation Milk Supply was inaugurated. Monopoly rights were awarded to
Polson for Procuring milk from Kaira.
Amul's genesis is linked to the freedom movement in India. Sardar
Vallabhbhai Patel, an eminent Indian freedom fighter encouraged the dairy
farmers from the Kaira district in Gujarat to form a cooperative to counter
the 'exploitatively' low prices offered for their milk by the monopoly milk
Supplier of the area, Polson's Dairy. The dairy farmers met in Samarkha
(Kaira district, Gujarat) on the 4th of January 1946, and decided to set up a
milk producers' cooperative that would deal directly with the Bombay
government, the final buyer of their milk. This was the origin of the Anand
model.
Initially, when the Bombay government refused to deal with the
cooperative, the farmers called a strike. The government finally relented
when Bombay went without milk for a fortnight. The successful union
registered itself as the Kaira District Cooperative Milk Producers' Union Ltd.
(KCMPUL), Anand, in Gujarat in December 1946. And so did GCMMF and
brand AMUL establish consequently.
The main motto of Amul is to help farmers i.e. Milk producers. Amul
system works under objective of highest possible compensation to the milk
producers and lowest possible price to consumers. Farmer are paid money in
cash payment for the milk. Milk gives them money for the daily necessities.
Amul is the one who started using their profits for the milk producers
common good.
FACILITY LAYOUT:
Plant layout is the overall arrangement of the machine tools, handling
equipments, storeroom and other various accessories required for facilitating
production in a factory. These arrangements are pre-planned with the results
that the building has been constructed to fit a layout of a given process.
AMUL plant is indigenously worked out with facilitation of various production
processes and production of multi products under one plant. The total plot is
nearly about 2.27 kms. Separate buildings are provided with required
arrangements of machine tools handling and computers connection through
the control room to fit for varying product-manufacturing departments.
The plant is engaged in producing milk, ice creams, milk powder and ghee.
Entire department is uniquely provided with facilities for the processing each
product. There are 4 production departments and packaging departments
pertaining to each product respectively.
10
11
PRODUCTION PROCESS:
Collection of Raw Milk:
Raw milk is collected from different co-operatives of Gujarat.
About 12,22,000 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 Collection of Raw Milk Raw milk is collected from different
co-operatives of Gujarat. About 12,22,000 liters of raw milk is
collected per day. Before this milk is sent to the laboratory for testing
the FAT & SNF proportion.
Testing of raw milk:
After collecting the samples of milk they are taken to the
laboratory where two types of test are conducted:
1). 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 color of the milk become yellow, it
is sent for pasteurization.
2). 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 METHYL solution is added to it. It is then
kept under water at 57 degree Celsius. After one hour if the solution
losses its color then it is called raw milk. If the solution remains the
same even after 5 hours than it is considered fresh milk, which
remains constant for a long period of time.
The dairy fixes the proportion of SNF & FAT. After laboratory gives
green signal and conforming the raw milk at reception dock is brought
into the house connected with pump is sent to the milk processing
plant. This is then chilled below 4 degree Celsius and then stored in
the milk silos. After that milk is processed which has two steps:
Pasteurizing and Standardizing
12
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 is
temperature ranging from 5 degree c to 10 degree c, it is maintained
with the help of exhaust fans having silicon chips. About 40000 liters
of milk is dispatched from the cold storage of the dairy plant everyday.
The damaged pouches are kept aside and the milk is once again put to
the storage tank.
14
Amul has linked distributors to the network & also incorporated web
pages of top retailers on their website
Distributors can place their order on website amulb2b.com
Automated supply & delivery chain
Practices just in time supply chain management with six sigma
accuracy
CONCLUSION:
Reasons for Amuls success are its Robust Supply Chain, Low Cost
Strategy, Diverse Product Mix, Strong Distribution Network, Technology
advancements & e-initiatives and service availability. Because of all
these competences Amul is the largest producer of milk and milk
products in the world. It has set world best practices for dairy
producers.
BIBLOGRAPHY:
Notes written as on Industrial visit to Amul Plant
Internet Sources:
www.amul.com
16
www.wickepedia.com
www.managementparadise.com
www.studymode.com
17