c 

‘ ‘ 

‘ .

.

.

.

.

.

.

  ‘ .

.

.

.

.

.

 .

.

.

 .

.

‘  .

 .

.

  .

.

.

 .

‘ .

.

.

  .

.

 .

 .

.

 .

.

 !  .

.

.

" .

 .

.

 .

".

.

#$.

%.

 .

 .

 !.

&  .

.

'#%&(.

 .

.

.

 .

! )  .

‘ .

.

.

.

.

 .

‘  .

 .

.

.

.

.

.

#$.

 .

.

.

.

.

.

.

.

.

.

  .

.

.

.

.

&.

‘ .

 .

.

.

.

*  .

+ .

.

 .

 .

.

.

.

.

.

 .

.

" !!.

 .

.

.

 .

.

".

.

.

.

.

.

‘ .

.

 .

..

  .

.

 ".

 .

.

.

 .

.

  !.

.

.

 .

- .

  .

 .

.

.

.

" ..

 .

.

.

 !.

.

 .

/ .

.

.

.

 .

.

 .

.

.

.

  !.

.

".

.-.

.

.

.

‘ .

.

.

" !!.

" .

.

.

.

.

.

.

.

.

 .

.

 .

.

.

.

" !!.

.

" .

‘ ..

 !.

.

.

.

0.

!0.

.

0.

0.

.

 0.

 0.

 0.

0.

0.

"0.

 .

  .

.

.

ÿ    .

if ideas are available in abundance. G Amul demonstrates how careful and consistent product stewardship combined with a deep and intimate understanding of the market leads to consistent growth and success. Amul follows a unique business model. Milk. It is also the world's biggest vegetarian cheese brand. while protecting the interests of the milk-producing farmers who are its suppliers as well as its owners. which has made India the largest producer of milk and milk products in the world. including its relative weaker money power. Since then the company has come a long way .collecting just 250 litres of milk a day. would eventually fall prey to competition and perish. Despite being a farmers' co-operative. G The company started as the Gujarat Cooperative Milk Federation in 1946. G Amul¶s is India¶s largest diary producing company with over half the market leading other national companies such as Mother Diary and multinational food product companies such as Nestle India and Hindustan Lever Ltd. The success story of the Gujrat Co-operative Milk Marketing Federation (GCMMF) proves this point. G The    has established itself as a uniquely appropriate model for rural development. but starved of ideas. Amul has spurred the White Revolution of India. Ventures run on just money.Cheese and other milk derived products. that time also it was by and for the farmers and today also it¶s the same . . G In the mid 1950¶s Amul looked for ways to utilize the surplus milk by manufacturing Butter. G It is integrated into the fabric of Indian society . The company can process nearly 10 million litres of milk each day. Amul has given multinationals a run for their money. which aims at providing 'value for money' products to its consumers. business can overcome other handicaps.from its roots in representing small farmers and struggler or the poor and impoverished in difficult circumstances. but one thing is still the same . compared to that of its rivals. And. The company was formed to give farmers their due and protect them from unscrupulous middlemen. BUSINESS needs ideas. not merely money.

From mid-1990's Amul has entered areas not related directly to its core business G The AMUL experience has attracted considerable interest from the development community ± predominantly anthropologists. Some cite the origin as an acronym to (Anand Milk Union Limited) G Amul.G The brand name Amul. GCMMF markets and manages the Amul brand. G u   GCMMF is India's largest food products marketing organisation. which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products. sourced from the Sanskrit word Amoolya. and political scientists. means priceless. The essence of AMUL¶s efforts was as follows: . a brand owned by the 26 lakh milk producers of Gujarat has once again demonstrated that when farmers are given the instruments of development in their hands. which are good value for money. It is a state level apex body of milk cooperatives in Gujarat. The billion dollar Gujarat Co-operative Milk Marketing Federation. development & agriculture economists. the apex body of 13 district milk producers¶ unions has been instrumental in making Amul a brand to reckon with. Key areas of their enquiry have been the role of AMUL in reducing social and economic inequality     AMUL¶s journey towards excellence is marked by some critical understanding of the business environment in large emerging economies like India where markets have to be developed by combining efficiency related initiatives with increasing the base of marginal suppliers and consumers. It was suggested by a quality control expert in Anand. they can work wonders.

.

.

.

ù It combined market and social development in an emerging economy. It also changed the supply chain paradigm in order to reduce the cost to the consumer while increasing the return to the supplier. While large scale had the danger of failure due to poor control and required more resources. it had to benefit a large number of people ± both suppliers and consumers. It recognized the inter-linkages between various environments that governed the lives of marginal milk farmers and the unmet needs of consumers. . ù It realized that in order to achieve their objectives. it also had the advantage of creating a momentum that would be necessary to bring more people into the fold and thereby help more suppliers and consumers.

.

. replicable and transparent. ù It also realized that its goal could only be achieved in the long run and this required developing values in people and processes that were robust.

.

This implied that AMUL had to develop distinct capabilities that would deliver competitive advantage to its operations. ù It also realized that the cooperative would not be independent and viable in the face of competition if it were not financially sound. .

. Thus this is a brief overview of Amul ± The taste of India .

è  .

          .

    .

 .

.

 .

".

.

 .

 .

    .

 .

   .

   .

.

.

.

" .

 !.

.

.

 .

.

.

.

  .

    .

!.

.+.

0.

.

.

.

 ".

.

! .

.

.

 .

.

.

 ".

.

  .

 .

.

.

 !.

1 .

.

 .

.

.

% .

.

.

   .

 0.

 .

.

 .

.

.

" .

.

 .

".

.

  0.

.

 .

 .

.

.

 .

!.

.

.

   .

.

 .

   .

   .

 .

  .

!.

 !.

".

 .

.

.

.

".

‘ 0.

.

 !.

.

.

.

.

 .

 .

.

.

   .

.

‘ .

.

" .

".

2.

 !.

.

.

  .

.

.

.

.

.

.

  .

 .

 .

  .

 .

 .

.

 .

.

"  .

3 .

.

  .

 .

.

 .

      .

 .

 " !.

 .

!  .

 .

  .

  .

.

".

 .

.

.

 0.

 .

 .

 0.

.

.

.

.

.

.

  .

!.

 .

"  .

.

.

 ".

.

.

 .

4 .

!0.

! !.

 .

 .

 .

 .

0.

.

.

  .

 .

.

 .

.

 ".

.

.

 0.

‘ .

.

 .

5 .

.

5 0.

.

 .

.

 .

       .

.

  .

.

 .

.

.

.

 .

 ".

"  !.

!.

‘ .

.

.

  .

" .

.

.

.

! .

.

".

 .

  2.

 1 .

0.

.

0.

"0.

!0.

.

0.

.

0.

0.

 .

 .

  .

.

.

.

. ‘ .

"" .

.

  .

.

.

‘ 0.

‘ 0.

‘ .

 .

6 .

.

 ".

 .

.

.

!.

 .

7.

 .

0.

.

.

.

.

 .

.

8.

7.

" .

 .

 .

 .

".

.

9.

 .

.

.

.

  !.

 .

 .

 ".

" 0.

#%&.

.

 .

 .

 .

  .

  .

".

.

.

 .

 .

.

.

  .

 ".

.

.

.

 !.

.

.

.

.

èc   .

è è  ñ Amul Butter ñ Amul Lite Low Fat Breadspread ñ Amul Cooking Butter ñ Delicious Margarine *  ñ Amul / Sagar Pure Ghee „ *   ñ Amul Full Cream Milk Powder ñ Amulya Dairy Whitener ñ Sagar Skimmed Milk Powder ñ Sagar Tea and Coffee Whitener ñ Sweet condensed milk ñ Amul Mithaimate   ñ Amul Shrikhand & Amrakhand ñ Amul Mithaee Khoya Gulabjamaun ñ Amul Basundi .

‘„ .

Fresh Litchi. Rajbhog. Black Currant. Roasted Almond) ñ Nature's Treat (Alphanso Mango. Double Sundae) ñ Assorted Treat (Chocobar. Cake Magic) ñ Amul SUGAR FREE Frozen Foods (Milk Based Sweet) ñ Amul ProLife Probiotic Ice cream c c  c c è ñ Amul Fruit & Nut Chocolate ñ Amul Bindazz ñ Amul Rejoice ñ Amul kesar . Malai Kulfi) ñ Nut-o-Mania Range (Kaju Draksh. Sundae Magic. Fresh Strawberry. Fresh Pineapple) ñ Sundae Range (Mango. „  ñ Amul Taaza Toned Milk 3% fat ñ Amul Gold Full Cream Milk 6% fat ñ Amul Shakti Standardised Milk 4. Kesar Pista Royale. Megabite. Strawberry.5% fat ñ Amul Slim & Trim Double Toned Milk 1. Chocochips. Dollies.5% fat ñ Amul Saathi Skimmed Milk 0% fat ñ Amul Cow Milk ñ Amul Yogi. Santra Mantra. Chocolate. A Flavoured Yoghurt ñ Amul Masti Dahi (Fresh Curd) ñ Amul Lite Dahi (Fresh Low Fat Curd) ñ Amul Prolife probiotic Dahi (Fresh Probiotic Curd) ñ Amul Buttermilk (Available Fresh in Pouch Pack) ñ Amul Masti Spiced Butter Milk ñ Amul Lassee ‘„  ‘„  ñ Vanilla Royale ñ Royal Treat Range (Butterscotch. Ice Candies. Fruit Bonanza. Shahi Anjir. Cassatta) ñ Utterly Delicious (Vanila. Frostik. Tricone. Chococrunch. Black Currant.

  è! ñ Nutramul Malted Milk Food ‘„ „    ñ Amul Kool Flavoured Milk (Mango. Rose. Chocolate. Strawberry. Cardamom. Butterscotch)(Right now AMUL stopped its AMUL KOOL Production) ñ Amul Kool Cafe amul sexy gums ñ Amul Kool Koko . Saffron.

.

c .

  .

  .

.

   .

c .

   c.

c   .

c  .

.

.

  .

"#  .

    .

$è è %è è.

cè  .

ñ ‘ .

.

:0---.

.

.

.

 .

 ..

  .

 .

'  .

 (.

.

.

èc è  .

ñ ‘ .

 .

%.

.

 .

" .

 .

.

.‘ .

<.

<=.

! !.

.

.

.

 èc è c .

.

ñ  =.

& .

3  .

+ .

.

 .

>.

9!.

&.

7 !.

&.

7 " .

.

.

èc è    .

cc .

ñ ‘ .

 .

?.

0.

.

.

".

@.

.

.

èc è èc.

$ .

.

ñ .

3 .

‘ .

.

% .

 .

".

!=..

  .

  èc è è c .

.

ñ ‘ .

 .

  0.

#.

 .

 )).

)).

.

.

.

.

.

.

.

.

.

.

.

.

.

.

&c  .

.

         .

‘.

.

 .

‘ .

.

 0.

  .

.

 .

 !.

0.

 .

.

    .

.

.

.

 .

.

 .

.

.

‘ .

.

.

.

 .

!.

.

.

.

.

".

 .

 .

.

  .

".

!  !.

 .

.

.

 .

.

.

.

      .

.

.

.

! !.

 .

 1 .

0.

#%&.

  .

.

.

5.

!.

.

! .

   .

.

 !.

.

.

 .

  !.

.

 .

!.

.

5  !.

.

.

.

7 .

    .

.

.

 !.

.

 .

.

!  .

 .

  .

.

.

A  .

0.

6.

 .

  0.

#%&.

 .

.

.

.

5.

 .

.

1 .

.

 .

.

‘ .

.

.

.

.

   .

 .

.

.

 .

.

  !.

.

.

.

" 0.

".

 .

.

  .

 .

  .

 .

.

.

‘ .

.

.

 ".

.

.

/--0---.

 .

.

.

 .

!.

.

.

.

.

B0/--.

  ".

.

.

:.

.

 .

.

 .

.

.

.

".

 .

.

.

  .

 !.

.

.

.

.

#%&.

 .

 .

 .

 .

  .

.

" .

 .

.

.

.

.

.

.

1.

 .

.

".

.

$.

&%#.

  .

 .

 .

.

   .

 .

. #%&.

 .

.

  !.

.

   .

!.

.

.

 .

 .

.

.

).

  !.

.

.

+.

.

.

 .

.

.

$.

1.

.

.

.

.

.

  .

 .

 .

.

" .

.

.

 .

 .

 .

$  .

 .

!.

.

.

 .

 .

  .

'*C (.

‘.

#%&.

" .

 !!.

.

.

 !.

 .

.

 .

 .

  .

.

.

.

.

  .

.

.

4 .

!.

.

 .

.

 .

.

" !.

!.

 0.

.

.

! ).

.

  .

 !.

 .

 .

.

".

1 .

.

 !.

.

.

 .

 .

.

.

  .

 ".

.

.

c .

 .

#  .

.

!.

 ".

.

! )  .

 .

   .

.

.

.

 .

 .

  ).

  "  .

.

 .

   0.

 .

   .

.

  .

.

   .

 .

.

 .

#%&.

 .

.

  .

.

.

$.

.

.

 .

.

 .

$ .

 .

.

 .

!.

.

 .

.

.

 .

 .

.

  .

.

.

.

.

 .

.

.

".

#%&..

".

.

".

.

 .

 .

.

.

.

.

.

  0.

 .

.

".

.

.

  .

  .

.

 .

.

!.

 !.

  0.

".

 !.

.

   .

.

 !.

 .

.

.

.

  .

 .

.

  "  .

.

 .

.

 .

   .

 .

 .

 .

.

.

.

  .

 .

.

.

 .

   .

.

.

.

.

  !.

.

  .

 0.

.

.

.

 .

.

 .

.

 0.

   .

.

 .

 0.

 .

  .

   .

.

.

.

.

    .

.

.

& .

.

"! !0.

.

.

! ).

.

.

  .

.

  .

.

.

.

 !.

 .

.

  .

.

 .

.

‘ !0.

 !.

.

'  !.

" .

  (.

.

.

 .

".

#%&.

‘.

.

   .

.

 .

.

 .

 .

.

.

!  .

.

.

  0.

  "  .

.

 .

0.

.

.

.

!.

.

 .

 .

0.

   .

.

 .

0.

 .

 .

 .

.

.

.

.

.

 !.

.

.

 ".

.

.

 .

 .

.

.

.

.

! ).

0.

 .

 .

.

.

  .

 !.

 .

 .

!.

.

1 .

 .

 .

.

.

 .

.

.

 .

  .

.

.

.

!  .

 .

 .

.

.

 ".

  .

.

.

.

.

 .

.

.

" .

.

.

.

.

  .

 .

  .

 .

.

 .

.

 .

  .

0.

#.

D/E.

.

 .

3.

-E.

.

%.

/-E.

.

 .

:/E. .

.

9.

/-E.

.

%.

7 .

-E.

.

%.

-E.

B.

.