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Published by Raghvendra King

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Published by: Raghvendra King on Apr 12, 2012
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***Siddhartha Law College



@Types of Decentralization@ 􀁹 􀁹 􀁹 􀁹 Political Administrative Fiscal Market .

religious. ethnic. . and cultural groups in decision-making 􀁹 relieve top managers in central ministries of "routine" tasks to concentrate on policy.Why Decentralisation? 􀁹 allow greater political representation for diverse political.

provincial. and local programs more effectively and can provide better opportunities for participation by local residents in decision making." . innovative and responsive programs by allowing local "experimentation.􀁹 create a geographical focus at the local level for coordinating national. district. state. 􀁹 Decentralization may lead to more creative.

􀁹 It can also increase political stability and national unity by allowing citizens to better control public programs at the local level. .




In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’UNION. A quality control expert in Anand had suggested the brand name “AMUL”. Gujarat Co-operative Milk Marketing Federation Ltd. It is a brand name managed by an apex cooperative organization. is a dairy cooperative movement in India. India. This union selected the brand name AMUL in 1955. formed in 1946.Amul (Anand Milk Union Limited).6 million milk producers in Gujarat. which today is jointly owned by some 2. (GCMMF). It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. .

Amul Milk Powder. And have a proven model for dairy development (Generally known as “ANAND PATTERN”). of the genesis of a vast co-operative network. Amul Milk and Amulya have made Amul a leading food brand in India.Amul products have been in use in millions of homes since 1946. Amul Chocolates. Amul Shrikhand. Nutramul. Amulspray. Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices. of the triumph of indigenous technology. Amul Ghee. of the marketing savvy of a farmers' organization. . 6 billion in 2005). Amul Cheese. (The total sale is Rs. Amul Ice cream. Amul Butter.

The Amul Pattern has established itself as a uniquely appropriate model for rural development. It is also the world's biggest vegetarian cheese brand. which has made India the largest producer of milk and milk products in the world. . Amul has spurred the White Revolution of India.

especially the highly successful one known as AMUL. Amul has spurred the White Revolution . Gujarat and has been a sterling example of a co-operative organization's success in the long term.AMUL is based in Anand. It is one of the best examples of co-operative achievement in the developing world.."The Amul Pattern has established itself as a uniquely appropriate model for rural development.. the dairy cooperatives in the state of Gujarat. will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. "Anyone who has seen .

It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited. .Amul was formally registered on December 14. The brand name Amul. 1946. sourced from the Sanskrit word Amulya. means priceless.

Director Didtrict Registar Managing.Ramsinh Prabhatsinh Parmar Rajendrasinh dhirsinh Parmar Dhirubhai Amarsinh Zala MansinhKohyabhai Chauhan Maganbhai Gokalbhai Zala Shivabhai Mahijibhai Parmar Pravinsinh Fulsinh Solanki Chandubhai Madhubhai Parmar Bhaijibhai Amarsinh Zala Bipinbhai Manishankar Joshi Smt Sarayuben Bharatbhai patel Shri Ranjitbhai Kantibhai Patel Shri B.Director .M. Vyas Shri Deepak Dalal Shri Rahul Kumar Chairman Vice-Chairman Director Director Director Director Director Director Director Director Director Director Managing.


But I think that there are some loopholes on which the company should work upon. •The company should improve the Supply Chain and Logistic Management. •The company should take care of the interests of the distributors basically .There is no doubt in my mind that AMUL is a very reputed organization as per as efficiency and corporate effectiveness is concerned. So there are some recommendations according to me which are given below. .

The company should take care of the Retailers and should provide facilities in case of Cooling and Freshness Affairs of the products.  The company must concentrate about the levels of segmentation .AMUL should concentrate about the demanding products. . The company should increase the availability of retail outlets mainly.

As a result of this it was not possible to gather full information about the respondents. . Some time outlets and parlours owner did not give proper knowledge and time about my queries. Respondent may not take it seriously and the questionnaire will remain half fill .Limited time available for interviewing the respondents.

Respondents may become bias and may not give righteous information. . Sometimes there is gap between what people says and what they actually Do.

This project shows me the way to work in the market . how things work in Fast moving Consumer goods having Perishable nature of these product one need a excellent distribution network and carefully select market . I have learnt a lot in this project .How to Communicate with different type of people. .This project was a greater importance to me. Learnt how to sell.

people’s mind……. If branding of a product is done then the following things has to be taken into consideration like availability of Product. . continuous change in the product as required by consumers and Third is price of the product according to satisfaction level of the people and last but not the least is the visibility of product and a promotional strategy to hit.Milk marketing is full game of Branding .

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