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INTRODUCTION
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word
Amul is derived from the Sanskrit word Amul, meaning in valuable. The co-operative is also
sometimes referred to by the unofficial backronym: Anand Milk Union Limited. Formed in
1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in
Gujarat. Amul spurred India's White Revolution, which made the country the world's largest
producer of milk and milk products. In the process Amul became the largest food brand in India
and has also ventured into markets overseas. Dr Verghese Kurien, founder-chairman of the
GCMMF for more than 30 years (1973-2006), is credited with the success of Amul

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Vision
“Amul’s vision is to provide more and more satisfaction to the farmers, employees and
distributers”.

Mission
“We at GCMMF Gujarat Co-operative milk Marketing Federation endeavour to satisfy the taste
and nutritional requirements of the customers of the world, through excellence in marketing by
our committed team. Through co-operative networking, we are committed to offering quality
products that provide best value.

OBJECTIVES
The objective of Amul, the dairy cooperative in India, is to spur the White Revolution in the
country and make India the largest producer of milk and milk products in the world. The
cooperative is shared between over 2.8 million dairy producers and the three-tier Amul Model
has increased India's milk production on an incredible scale.

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WHAT IS CSR
The voluntary compliance of social and ecological responsibility of companies is called
Corporate Social Responsibility (CSR).Corporate social responsibility is basically a concept
whereby companies decide voluntarily to contribute to a better society and a cleaner
environment. Corporate social responsibility is represented by the contributions undertaken by
companies to society through its business activities and its social investment. This is also to
connect the Concept of sustainable development to the company‘s level. Over the last years an
increasing number of companies worldwide started promoting their Corporate Social
Responsibility strategies because the customers, the public and the investors expect them to act
sustainable as well as responsible. In most cases CSR is a result of a variety of social,
environmental and economic pressures. The Term Corporate Social Responsibility is imprecise
and its application differs.CSR can not only refer to the compliance of human right standards,
labor and social security arrangements, but also to the fight against climate change, sustainable
management of natural resources and consumer protection. The concept of Corporate Social
Responsibility was first mentioned 1953 in the publication Social Responsibilities of the
Business man by William J. Bowen. However, the term CSR became only popular in the 1990s,
when the German Betapharm, a generic pharmaceutical company decided to implement CSR.
The generic market is characterized by an interchangeability of products. In 1997 a halt in sales
growth led the company to the realization that in the generic drugs market companies could not
differentiate on price or quality. This was the prelude for the company to adopt CSR as an
expression of the company‘s values and as a part of its corporate strategies. By using strategic
and social commitment for families with chronically ill children Betapharm took a strategic
advantage. In July 2001, the European Commission decided to launch a consultative paper on
Corporate Social Responsibility with the title “Promoting a European Framework for Corporate
Social Responsibility”.
IMPORTANCE OF CSR
Corporate social responsibility (CSR) plays a major role in developing the economy of a country.
It can be defined as the way in which a company manages various business entities to produce an
impact on the society. Companies with high CSR standards are able to demonstrate their
responsibilities to the stock holders, employees, customers, and the general public. Business
organizations that have high corporate social responsibility standard scan attract staff thereby

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reducing employee turnover and cost of recruitment. What is the importance of corporate social
responsibility? Anyone can give a clear answer to this question. Companies voluntarily
contribute a large sum of money to make a better society and a clean environment. Corporate
social responsibility is a process in which all companies come together as one and take part in
the welfare of the society. Many organizations conduct campaigns to create awareness among
corporate, civic bodies, and government bodies about the importance of corporate social
responsibility. Many national and multinational firms are booming in various developing
countries. But at the same time, these countries suffer social challenges such as poverty,
corruption, population growth, etc. Therefore, it is important for all companies to strive together
and adapt corporate social responsibility standards to make the society better than before. An
organization can exhibit a better image in the society if it cares for its employees and involve
them in social activities. The responsibilities of an organization may range from providing small
donations to executing bigger projects for the welfare of the society. Many business houses
around the world show their commitment to corporate social responsibility. What is the
importance of corporate social responsibility? The answer lies in two things:1) organizations
understanding their role in developing a society and2) awareness among business houses,
corporate bodies, and the people. Versatile, profitable, and dynamic businesses are the driving
forces that build the economy of the country. We must remember that the growth of a country
purely depends on the growth of the society and the people in the society.

BENEFITS OF CSR
Organizations of all sizes are rapidly discovering that Corporate Social Responsibility (CSR) and
sustainable business practices can foster improved green programs and overall environmental
stewardship. Today we are seeing increased awareness and active participation by business
professionals in the development of CSR policies. Organizations are increasingly more involved
in green initiatives by adopting sustainable processes and practices, adapting products and

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services to the low-carbon economy and innovating in all areas their business. The net positive
on reducing waste, designing green buildings, implementing green operations and maintenance
plans all have continually proven to yield a positive return on investment (ROI).CSR has come to
rely on a more complex set of factors than corporate governance alone, and likewise also
depends on sustainable development, environmental impact and supply chain management. The
development of the new carbon trading markets, verified emission reductions (VERs), also
known as carbon offsets, and renewable energy credits (REC‘s), it has become easier for
organizations to create and measure direct ROI from CSR. Likewise, CSR efforts have shown to
yield measurable returns in waste reduction, improved efficiency, diminished liabilities,
improved community relations, and brand recognition. Through communicating clear and
measurable sustainability objectives and the implementation of practical and equally functional
corporate governance mechanism, organizations are realizing that they can have a achieve ROI
through their sustainability efforts. Integral strategies in ensuring substantive long-term results
include Define path of progress in CSR and strategically manage expected organizational
outcomes Ensure basic CSR values are culturally integrated across the organization Adopt an
effective engagement strategy with stakeholders to create buyer awareness and loyalty Properly
map organizational objectives and critical success indicators with CSR performance metrics.

FUNCTIONS OF CSR
The function of corporate social responsibility it for corporations to hold themselves accountable
for ethical, legal, societal and ecological impacts of their business practices. Corporate social
responsibility practices are self-monitoring meaning there aren’t laws requiring corporations to
believe in a socially responsible manner. Rules regarding corporate responsibility practices are
generally written into corporate by laws, mission statement and employee handbooks.

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Ethical Functions
Ethics are one of the most important aspects in corporate governance and therefore have an
important function in corporate social responsibility. A company must have internal controls
regarding the expected ethical behaviour and consequences of unethical business practices of its
top executives and employees. Behaving ethically makes the company as a whole accountable
ton helps to prevent conflicts of interest between earning corporate profits and maintaining the
integrity of the company and the goods and services it produces.
Legal functions
The legal function of corporate social responsibility is to encourage transparency in a company’s
business practices and financial reporting. Maintaining high levels of legal business practices,
such as adhering to occupational safety and health administration, or OSHA, regulations
promoters goodwill toward employees.
Societal functions
The societal function of corporate social responsibility is to respect and invest in the
communities in which the company operates companies are aware of the how the production of
their products affects the local community. These companies take necessary actions to diminish
the negative impacts of factors such as increased traffic. Noise and pollution for the communities
in which they operate. The societal function of corporate social responsibility also includes
companies reinvesting in the communities in which they operate, such as donating the money to
local charities.
Ecological function
The ecological function of corporate social responsibility is to not only respect the immediate
environment in which the company operates but also to the respect of the company’s effect on
the global environment. Companies are aware of the environmental impact the production of
their products have on their local communities.

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SWOT ANALYSIS .
Amul is one of the largest milk and milk based products manufacturer in India. Known to be the
founder of the white revolution in India, Amul has some strong products and brands up its
sleeves, strongest of them being Amul ice cream. Similarly, the Milk & Dairy products company
has a very in depth product portfolio including cheese, butter, curd, chocolates, ice cream, and
others. You can visit the following link to refer to the marketing mix of Amul. However,
following are the points in the SWOT analysis of Amul.

Strengths in the SWOT analysis of Amul

 Very high market share in ice cream – Amul has the top market share in ice cream segment
which further helps it push other products into the market.
 Excellent brand equity – amul is a beloved brand over the years and the contribution of amul
girl and her outdoor ads should specifically be mentioned here.
 Excellent quality management – even though amul has such a wide and large distribution
network, hardly any quality complaints come for amul.
 Strong distribution network – This is one company which is strong in urban as well as rural
distribution. You will find amul present even in small towns and villages.

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Good product portfolio
Amul had a deep product portfolio when compared to any fmcg company. It has many different
variety of milk based food items like cheese, butter, milk, buttermilk, lassi and many others. In
ice creams too, amul has a large variety of flavours.
Strong Supply chain – Vendors love Amul and amul is known for the white revolution in India.
Rural presence – Strong rural presence of Amul is its plus point. It is mentioned here separately
because this rural presence gives amul a strong competitive advantage.

Weaknesses in the SWOT analysis of Amul

 Cost of Operations – Amul’s operation is huge. And so is the cost. Plus the sector is such that
maintaining margins becomes difficult day by day. Thus, to face international players, Amul
needs to maintain the operations in the same manner it is carrying out today. It is not a
weakness but rather a constant challenge for Amul. In fact, during summers, the brand faces
severe shortage of supply.
 Chocolates – Amuls expansion to chocolate has failed and hardly any product of Amul
chocolates is selling in the market. Amul needs further products to expand its product line
and increase bottomline.
Opportunities in the SWOT analysis of Amul
Export – Amul can export its product to other countries thereby increasing its turnover and
margins exponentially.
Concentrate more on chocolate market – Amul has a no advertisement policy which creates a
problem for its foray into additional products. Amul should in fact have separate SBU’s and
concentrate more on increasing its product line through chocolates or other such products.
Threats in the SWOT analysis of Amul
Increasing competition in Ice cream segment – Many players, local and international, are
entering the ice cream market thereby taking away share of wallet from Amul. Kwality walls,
Naturals, London dairy, Havmor, Arun ice cream, Vadilal, Ramani, are some of the few brands
who are directly in competition with Amul.

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SCOPE OF CSR
A. Education
• Support to Technical /Vocational Institutions for their self -development.
• Academic education by way of financial assistance to Primary, Middle and Higher Secondary
Schools.
• Adult literacy amongst those belonging to BPL.
• Awareness programmes on girl’s Education.
• Counseling of parents.
• Special attention on education, training and rehabilitation of mentally & physically challenged
children/persons.

B. Water Supply including Drinking Water

• Installation/Repair of Hand Pumps/Tube Wells
• Digging/Renovation of Wells
• Gainful utilization of waste water from Under -ground Mines for Cultivation or any other
purpose
• The development / construction of Water Tank/Ponds
• Rain water-harvesting scheme.
• Formation of a Task Force of Volunteers to educate people regarding
• Proper use of drinking water.

C. Health Care organizing, health awareness Camps on

• AIDS TB and Leprosy
• Social evils like alcohol, smoking, drug abuse etc.
• Child and Mother care
• Diet and Nutrition.
• Blood donation camps.
• Diabetics detection & Hypertension Camps

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D. Environment:
• Organizing sensitizing programmes on Environment Management and
• Pollution Control.
• Green belt Development
• A forestation, Social Forestry, Check Dams, Park.
• Restoration of mined out lands.

E. Social Empowerment:
• Training may be provided by agricultural experts for above farming.
• Organizing training programmes for women on tailoring Embroidery designs,
• Home Foods/Fast Foods, Pickles, Painting and Interior Decoration and other
• Vocational Courses.
• Care for senior citizens

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Company Information
ABOUT AMUL
Amul (Anand Milk Union Limited)
Type - Cooperative
Industry -Dairy
Founded -1946
Headquarters - Anand, Gujarat India
Key people -Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)
Revenue -US$2.15 billion (2010 –11)

Employees - 735 employees of Marketing Arm. However, real pool consist of 3.03million milk
producer members
Website - www.amul.com

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Corporate Social Responsibility held by Amul
Corporate social responsibility (CSR) has been defined as the ―commitment of Business to
contribute to sustainable economic development working with employees, their families, the
local community, and society at large to improve their quality of life, in ways that are both good
for business and good for development.
To meet with the CSR it is expected that a business in its entire procurement-production-
processing-marketing chain should focus on human development involving the producer, the
worker, the supplier, the consumer, the civil society, and the environment. Indeed, a very tough
task. Most businesses would certainly flounder in not being able to achieve at least one or many
of those expectations. But AMUL has shown the way.
CSR-sensitive Organizational Structure
AMUL is a three tier co-operative organization. The first tier is the co-operative society at the
village of which; milk producers are voluntary members, managing the co-operative through a
democratically elected 9-member managing committee, and doing business by purchasing milk
from members and selling it to the district level co-operative. There are more than 11,000 co-
operatives in villages of Gujarat. The second tier is the district co-operative that processes milk
into milk products, markets locally and sells surplus to the state co-operative for national and
international marketing. There are 12 district co-operatives each being managed by a 15-
memberboard elected by the college comprising the nominated representatives or chairmen of
the village co-operatives. Third tier is the state level co-operative - the Gujarat Co-operative
Milk Marketing Federation (GCMMF) responsible for national and international marketing of
milk and milk products produced and sold to it. The GCMMF is managed by the board
democratically elected by and from amongst the chairmen of the district co-operatives. The
entire three-tier structure with the GCMMF at its apex, is a unique institution because it
encompasses the entire chain from production of raw material to reaching the consumer with the
end product. Every function involves human intervention: 23.60lakh primary milk producers;
35,000 rural workmen in more than 11,400 village societies; 12,000 workers in 15 dairy plants;
750 marketing professionals; 10,500salesmen in distribution network and 600,000 salesmen in
retail network. Accumulation of human capital is sine qua non for the development and growth
of any enterprise or economy. The GCMMF is sensitive towards CSR. It believes that

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technology and capital are replicable inputs but not the human capital. Since men are the basis
for achieving the CSR, the GCMMF lays emphasis on their development into competent,
courteous, credible, reliable, responsive communicator’s performers.
Amul Relief Trust
A devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January 2001. The epicenter
of the quake was located in Kutch district. It caused death of thousands of people, tens of
thousands were injured, hundreds of thousands were rendered homeless and damage of billions
of Rupees was done. GCMMF formed a specific organization named "Amul Relief Trust"(ART)
under The Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for
reconstruction of the school buildings damaged in the 2001 earthquake in the Kutcharea. The
Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs.41.1 millions in
Kutch area. Four of these schools started re-functioning from the last two academic sessions and
the other two schools from the current session.
A school reconstructed by Amul Relief Trust in the earthquake affected RatadiaVillage in
Mundra Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Nana Asalia Village
in Mundra Taluka of Gujarat.
A school reconstructed by Amul Relief Trust in the earthquake affected DevparVillage in
Mandvi Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Toda Village in
Mundra Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Moti Bhadai Village
in Mandvi Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Kathada Village in
Mandvi Taluka of Gujarat

Tree Plantation
GREEN GUJARAT TREE PLANTATION CAMPAIGN BY MILK PRODUCERS OF DAIRY
COOPERATIVES Amul Coops plant more than 311.98 lakhs trees Milk Producer members of
Gujarat Dairy Cooperatives- better known as AMUL have been celebrating the nation's
Independence Day in a novel manner by planting lakhs of saplings across Gujarat and have taken

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up an ambitious plan to save the environment by planting trees, making India green and thereby
reducing the effects of global warming. The milk producers of Gujarat Dairy Cooperatives are
conducting mass tree plantation drive every year on Independence Day for last five years. In last
five years(2007 to 2011) the milk producers have planted around 311.98 lakhs trees). The most
striking feature of these entire programmes was that it has been initiated by milk producer
members of the dairy cooperatives. The unique fact about the programme was that the milk
producer members took up the oath to protect tree saplings till it survives and grows into tree.
Over the years, due to intensive agriculture and dairying various natural resources are getting
consumed at faster pace in Gujarat state of India. The state level apex body of dairy farmers in
Gujarat gave a serious thought in this direction and discovered a novel idea for giving back to
nature. The idea was "one member one tree" plantation on Our 60th Independence day - 15th
August 2007.To put this idea in to the practice a design team constituting of representatives of
member unions were formed. The team accepted the idea by heart and immediately decided to
spread it among farmer members of village dairy cooperative societies. Then the idea was
communicated to farmer members and they all welcomed it and enthusiastically agreed to
implement the idea. For smooth implementation of the idea, the design team chalked out the road
map for various activities. Execution teams were formed at district union level to give final shape
and put the plan in action. Village level coordinators were identified and they were trained to
streamline activity of tree plantation.
programme press note was prepared giving details of the programme celebrations along with
photographs. Similar such notes were published in house magazines/ newsletters. After the
completion of the programme the MU's were asked to submit the reporton tree plantation
activity.15. MUs conducted survey after 5 months to find out the survival rate of sapling under
the programme. First tree plantation programme (15th August, 2007) was carried out on "one
member, One tree" basis. Second tree plantation programme (15th August, 2008) in which
around 52.74 lakhs tree were planted was conducted on "one member three tree" basis. In year
2009 and in year 2010, in mass tree plantation programme around 84.24 and83.5 lakhs tree
saplings were planted respectively. The programme was conducted on"One member, Five tree"
basis. Further, this year 2011 around 72.6 lakhs Trees were planted, the programme was carried
out as per the same process and procedures followed in last year. Hence, in last five years, milk
producers of GCMMF planted around 311.98 lakhs tree saplings in 21 districts of Gujarat. By

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doing so, milk producers of Gujarat Dairy Cooperatives have shown their concern, awareness
and commitment for betterment of environment.According to statistics of Forest Survey of India
considering on an average 30-40 cm diameter of these trees, 106 trees would provide one hectare
of green tree cover. Considering 47% survivability of planted trees (based on post plantation
survey data, around 148.12 lakhs out of 311.98 lakhs tree planted survived during last five
years),when they fully grow up, would provide additional 1,39,735 ha. of green cover which is
additional 6.41 percent forest cover of Gujarat State of India.

Achievements:
This effort to provide green cover to the earth was also acknowledged when the state level apex
body of Gujarat Dairy Cooperatives -
GCMMF received four successive prestigious "SRISHTI's G-Cube Award"-2007, 2008, 2009
and 2010 for Good Green Governance in the "Service Category. Further, "Amul Green"
movement has also been awarded by International Dairy Federation for best environment
initiative in the "sustainability category" during the 4thGlobal Dairy Conference held at Salzburg
Congress Center, Austria on 28th April, 2010.It has been estimated that when one tree is cut, in
monetary terms there is loss or Rs.33 lakhs (Oxygen worth of Rs. 5.3 lakhs, Land Fertility of Rs.
6.4 lakhs, Rs. 10.5 lakh for reduction of pollution of atmosphere and Rs. 5.3 lakh towards
Flowers / Fruits and habitation to birds - animals). But the benefits that accrue to mankind when
a tree is planted cannot be measured in money and is priceless. The producer members of
GCMMF have really set an example for all the cooperative sand other institutions to turn India
green in the era of Global warming and environment a crisis. When 3 million dairy farmers of
Gujarat have planted more than 311.98 lakh trees in just five years and are planning to plant
more trees every year, they are doing an invaluable- truly Amul - service to the society. In an era
of global warming, Amul is contributing its share in making Gujarat lush green. In this way, the
milk producers of Gujarat are ushering in a silent revolution of greening Gujarat.

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CSR of amul
A-Anand M-Milk U-Union L-Limited
• AMUL means “priceless” in sanskrit.
• AMUL is Number 1 Dairy brand in India.
• AMUL-The Taste of India. • Multi-Dimensional impact on Rural Economy & Society

History
• Formed in 1946, is a dairy cooperative movement India with 250 liters of milk per day with
name ‘KAIRA DISTRICT CO- OPERATIVE MILK PRODUCERS’ UNION.
• A brand name AMUL is managed by Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF).
• The brand name Amul mean “AMULYA”-suggested by a quality control expert in Anand.
• Dr. Verghese Kurien. Former chairman of the GCMMF- the man behind the success of Amul

Over view of company

• Members : 17 district cooperative milk producers' Union
• No. of Producer Members : 6,84,807
• No. of Village Societies 1215
• Total Milk handling capacity : 5 million litres per day
• Milk collection Daily Average :1.8million litres
• Milk Drying Capacity : 100 Mts. per day
• Cattle feed manufacturing Capacity : 1200 Mts. per day
Why CSR
• Good relationship with local community eases business activities.
• This type of engagement with stakeholders creates buyer awareness and loyalty.
• Gets the company, positive press coverage.
• Business innovation: Development of new technologies, materials or processes that reduce
water, energy usage or harmful materials.
• Builds goodwill of the company.
• Various CSR activities conducted with the help of employees helps in building their morale and

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creates a positive environment. • To give back to the society.
C.S.R. Initiatives
1. Tree Plantation
2. Tribhovandas Foundation
3. SGSY
4. Dairy Demonstration Farm
5. Amul Scholar 6. Blood Donation
7. Rural Sanitation Campaign
8. Other Activities

1. Tree Plantation
AMUL took an oath on 15th August, 2007, after the flag hoisting ceremony, to plant a sapling
and ensure that it grew into a tree. Farmers have also created nurseries to produce saplings and
almost 152 such nurseries have been created as of date. Whole dairy cooperative farmers of
Gujarat under GCMMF have so far planted 592.1lakh saplings. Considering 47% survivability
(based on post plantation survey data), when the saplings fully grow up, would provide
additional 3,85,9255 ha. of green cover which is additional 6.42% forest cover for Gujarat.

In 1946, the unfair trade practices of the middle men brought the farmers of Kaira to unite and
fight against this system which brought Amul into existence. Their relentless effort in improving
their socio-economic conditions ultimately brought their working as a model for dairy
development programme in our country – popularly known as Anand Pattern. Replication of
Anand Pattern through Operation Flood programme helped India to achieve first position in
production of milk in the world.

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 Alarmed by the climate change and global warming and their
understanding of that dairy farming like agriculture is dependent on
nature, they took an oath on 15th August, 2007, after the flag hoisting
ceremony, to plant a sapling and ensure that it grew into a tree. Then
individually they planted sapling on their own at their identified
locations like their farm, near their home, on farm bunds, etc. This
marked the beginning of a silent new revolution to bring a green carpet
on Gujarat and India.

In the year 2007, 21,000 saplings were planted by the farmers in

Kaira of which 10,000 plants have survived. In the following year
2008, they planted more than 5,05,000 saplings of which 1,79,000
have survived. In 2009, third year of their movement, more than
13,51,000 saplings have been planted.

Farmers have also created nurseries to produce saplings and almost

45 such nurseries have been created as of date. For better
coordination and sustainable success, Teams have been formed at
various levels. Inspired by this movement, whole dairy cooperative
farmers of Gujarat under Gujarat Co-operative Milk Marketing
Federation Limited (GCMMF) have so far planted 312 lakh
saplings.

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According to statistics of Forest Survey of India considering on an average
30-40 cm diameter of these trees, 106 trees would provide one hectare of
green tree cover. Considering 47% survivability of planted trees (based on
post plantation survey data, around 148.12 lakhs out of 311.98 lakhs tree
planted survived during the last five years), when they fully grow up, would
provide additional 1,39,735 ha. of green cover which is additional 6.41%
forest cover of Gujarat State of India.

In last five years, milk producers of GCMMF planted around 312

lakhs tree saplings. By doing so, milk producers of Gujarat Dairy
Cooperatives have shown their concern, awareness and
commitment for betterment of environment.
It has been estimated that when one tree is cut, in monetary terms
there is loss or Rs. 33 lakhs (Oxygen worth of Rs. 5.3 lakhs, Land
Fertility of Rs. 6.4 lakhs, Rs. 10.5 lakh for reduction of pollution of
atmosphere and Rs. 5.3 lakh towards Flowers / Fruits and habitation
to birds - animals). But the benefits that accrue to mankind when a
tree is planted cannot be measured in money and is priceless.

When dairy farmers of Gujarat have planted more than 312 lakh
trees in just five years and are planning to plant more trees every
year, they are doing an invaluable service to the society as the
brand “Amul” means price less… priceless service to mankind.
In an era of global warming, Amul is contributing its share in
making Gujarat lush green. In this way, the milk producers of
Gujarat are ushering in a silent revolution of greening Gujarat.

A SAPLING, OFTEN, RESULTS IN A TREE. A CRORE SAPLINGS, HOWEVER, RESULT

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IN GLOBAL RECOGNITION. "Amul Green" movement wins the International Dairy
Federation's award for the best environment initiative in the "sustainability category" during the
4th Global Dairy Conference held at Salzburg Congress Centre, Austria on 28th April, 2010.

“It has been estimated that when one tree is cut, in monetary terms there is loss or Rs.33 lakhs
(Oxygen worth of Rs.5.3 lakhs, Land Fertility of Rs.6.4 lakhs, Rs.10.5 lakh for reduction of
pollution of atmosphere and Rs.5.3 lakh towards Flowers/Fruits and habitation to birds -
animals). But the benefits that accrue to mankind when a tree is planted cannot be measured in
money and is priceless.” A SAPLING, OFTEN, RESULTS IN A TREE. A CRORE SAPLINGS,
HOWEVER, RESULT IN GLOBAL RECOGNITION’. "Amul Green" movement wins the
International Dairy Federation's award for the best environment initiative in the "sustainability
category" during the 4th Global Dairy Conference held at Salzburg Congress Centre, Austria on
28th April, 2010.

2. Tribhuvandas Foundation AIM:

To provide basic healthcare facilities to villagers.

MODE OF ACTION:
• Foundation is run by villagers themselves.
• Foundation has dedicated team of medical officers and necessary staff.
• Continuous training to village health workers.
• Large scale implementation of the concept of ‘Safe Delivery Kit’ for pregnant women.
• Organized camps for detection and improvement of vision of the rural people.

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Tribhuvandas Foundation is an Integrated Rural Health &
Development Programme of Amul. Inspired by the great success of
round the clock health care services to the livestock of dairy
farmers of Kaira, Shri Tribhuvandas Patel, the Founder Chairman
of Amul felt the need of such a service to the rural populace too as
he could learn and experience the afflictions brought to them by
absence of medical services in rural villages of Kaira. He donated
the prize money of his Ramon Magsaysay Award and the fund he
received from kaira farmers on his retirement, for his life time
service to them, to set up this Foundation. Dr V. Kurien also
played an active role in this set up. It was registered as a Charitable
Trust under the Public Trust Act 1950, on July 1975.

The Foundation derives its uniqueness from the fact that it is a need-based programme for
villagers and is run by the villagers themselves. It fulfills the basic health care needs of the
villages. Apart from providing primary treatment for various common ailments, the Foundation
is also actively involved in promoting preventive health practices. It is headquartered at Anand
with sub-centers spread over the district Anand and Kheda. The Foundation has a dedicated
Team of Medical Officers, Nurses, Administrative staff, Dais (Traditional Birth Attendants) and
Village Health Workers to provide the following services:

Treatment of common ailments; Immunization through vaccination – BCG, Triple Vaccine,

Polio, Measles, Tetanus, Anti rabies at subsidised rate; Treatment of tuberculosis and anaemia ;
Antenatal,postnatal care, neonatal and infant care ; Nutritional rehabilitation centers for
undernourished children and vulnerable mothers; Identification of suspected cases of cancer and
referrals ; Education and counseling on reversible and permanent methods of family planning,
health education sessions and referral of critical cases to secondary and tertiary care centers;
Building partnership with government for family planning programmes in rural areas;
Distribution of contraceptive tablets and condoms through regular camps; Laparoscopic TL and

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minilap operations, insertion of Copper-T (IUD), and Tubectomy; Cancer awareness programme,
detection camp and treatment at Shri Krishna Hospital, Karamsad; Balwadis (Day Care Centres)
for pre-school play and learning activities for children of three to five years.

It also provides continuous training and retraining to Village

Health Workers who are chosen from villages with the help of
the Dairy Co-operative Societies. This enables the Village
Health Workers to carry out health education and primary
health care from door-to-door, in groups and at the Dairy Co-
operative Societies Centres with confidence. The training
focuses on primary health care, waterborne disease, know your
body, pregnancy and the delivery period, new born care and
care of the weak child, growth monitoring, breast feeding,
common disease of childhood, malaria, tuberculosis. Training
is also imparted on other topics as the need arises.

The Foundation has pioneered in large scale implementation of

the concept of ‘Safe Delivery Kit’ in India ensuring a hygienic
and safe delivery of pregnant mother. The Foundation in
partnership with Government of Gujarat, has made ‘Safe Delivery
Kits’ accessible to inhabitants of remote rural interiors who had
been unable to access such services from state or private agencies.
The Safe Delivery Kit is supplied to various health centres of the
government of Gujarat The success of the initiative has been
manifested by drastic fall in neonatal tetanus, and maternal,
neonatal, and infant mortality.

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The Foundation has achieved a drastic reduction in percentage of Low Birth Weight in Anand
and Kheda districts – birth of babies with below 2.5 kg just 11% at the end of year 2008-09 while
it is 25-30% and even up to 40% in parts of India and Gujarat. The Foundation is recipient of
First Prize for the Best Effort in Family Welfare in the Voluntary Sector from the Ministry of
Health & Family Welfare, Government of India in 1993. The achievement in creating a popular
demand for ‘Balwadi’ across the rural community led to the initiation and operation of
government-run ‘anganwadis’. The Foundation has created a strong platform for organized
training of rural women on appliqué/handicrafts and sale of their works to generate additional
income.

In association with Sankara Eye Hospital, the Foundation has

helped in performing 2000 surgeries free of cost for the vision
impaired patients. The efforts on to organise camps for detection
and improvement of vision of the rural people. The Foundation has
been identified by Government of Gujarat providing training inputs
to members of Village Health andSanitation Committees of Village
Panchayats of all the villages of Umreth, Anklav and Anand
talukas of Anand District and Balasinor and Virpur talukas of
Kheda District for a period of one year from 2009-2010.

Tribhuvandas Foundation has become one of Asia’s largest community healthcare service
providers covering more than 700 villages. The Foundation still strives to extend its services to
as much villages as possible.

SGSY (Swarna jayanthi Gram Swarozgar Yojana) AIM:

To bring people in BPL to APL by providing them necessary resources to become self employed.
MODE OF ACTION: • Distributed MILCH animals to 8755 beneficiaries • Trained 12,647 men
and women in dairy husbandry. • 56 Bore wells were dug. • A mobile diagnostic laboratory has
been put into operation.

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Amul in its continued endeavor to improve the socio-
economic conditions of rural people extended its expertise in
implementation of the Swarnjayanti Gram Swarozgar Yojana
(SGSY) of The Government of India (Ministry of Rural
Development) on their Special Project on “Improving Socio-
economic Conditions of BPL Families of Kheda District
through Animal Husbandry and Dairying” – DAIRYING AS
A TOOL FOR POVERTY ALLEVIATION.

The Swarnjayanti Gram Swarozagar Yojana is a holistic self-employment programme for the rural
poor of India. The basic objective of the programme is to bring below poverty line families above
poverty line by providing them in generating assets to become self-employed. The purchase of
assets is facilitated through a mix of government subsidy and bank credit.

It is a holistic self-employment programme as it supports all facets of

self employment like organizing them into Self Help Groups,
helping them in selection of key activities, building their capacities,
providing them appropriate training and exposure, building
infrastructure, introducing them to new technology, and providing
them marketing support. The programme is implemented through
District Rural Development Agencies (DRDAs) with active
involvement of Panchayati Raj Institutions, banks, line departments
of the Government and development institutions.
Amul has covered under this programme more than 8,755
beneficiaries to whom milch animals were distributed in the
District of Kheda and stood as guarantor for the bank loans.
These beneficiaries were then given membership of dairy co-
operatives in order to bring these poor households into
mainstream economy by transforming dairying into active
income-generation enterprises. As part of this programme

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12,647 women and men were trained in dairy husbandry in
addition to construction of number of cattle sheds,
development of green fodder plots, distribution of chaff cutters
and stainless steel cans.

To provide ground water availability, 56 bore wells were dug. More

than 50 mobile Artificial Insemination units are pressed in operation for
these farmers to deliver services at the doorstep. A Mobile Diagnostic
Laboratory has also been put in operation to provide effective health
services along with round the clock service of veterinary doctors. This
initiative has considerably helped in improving the socio-economic
conditions and quality of life of a large number of BPL families.

4. Dairy Demonstration Farm AIM:

Encourage the farmers to use high yielding scientific methods by providing a demonstration
MODE OF ACTION: Amul Darshan: Aims at exposing producer members to various facets of
dairy operations to keep them informed and aware of the development and adopt to good
management practices in production of milk.
5. AMUL Scholar AIM:
To promote education and nurture talent.
MODE OF ACTION: Amul Scholarships: Encourage outstanding children of farmers. Amul
Scholar Felicitation Program: To encourage outstanding children of employees. Amul Vidya
Shree & Vidya Bhushan: To recognize the brilliance of the students across India.

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Amul Scholarships: To encourage outstanding children of farmers
in pursuing higher studies Amul introduced scholarship schemes in
1992. The children are given scholarships for pursing Diploma,
Graduation, Post-Graduation and Doctorate. Every year the
outstanding children are identified from the villages and
scholarships are provided to fulfill their dream of achieving
academic excellence. This effort has motivated greatly children to
excel in their studies and spread education in rural areas.

Amul Scholar Felicitation Programme: Annually Amul felicitate

outstanding children of employees who have secured highest
marks in 10th, 12th standards and Gold Medalist in graduation.
Amul Scholars’ Felicitation Programme was initiated in 2004 and
has facilitated many outstanding students of Amul family.

Amul Vidya Shree & Vidya Bhushan: Amul’s vision is to see an

educated, talented and strong youth in a developed India of the
future and thereby contribute towards nation building. We at Amul
believe that the sound education of its youth is the foundation of
every state. Hence it is the most basic constituent for a developing
nation like ours. Towards this philosophy, Amul Vidyashree &
Vidyabhushan Awards have been instituted to recognize the
brilliance of the students across India as well as the quality of
education & guidance imparted by the schools they study in. The
inception of these awards dates back to 2004-05.

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 The Awards recognize the academic brilliance of Class 10th and
12th top merit rankers across India and the quality of education
and guidance imparted by the schools they study in and thereby
encourage the spirit of enlightenment among today’s youth. In the
first year of the Award Foundation, Amul honored 500 students in
Gujarat and other parts of India. In the second year it
acknowledged further 2267 students across schools in India.
Moving ahead (2006-07) Amul instituted Amul Vidya Bhushan”
awards to recognize the toppers of Std 12th examination also. The
pan India details on these Awards are available in the following
links.

It is India’s first of its kind award that recognizes and rewards

brilliant minds of India. By winning this award, not only the
student gets recognized, but it also help the schools to enhance
their image as an academy that imparts quality education, worth
emulating by others.

6. Blood Donation AIM:

To inspire, encourage and initiate humanitarian services to minimize, alleviate and prevent
human suffering at all times to contribute for “Humanity to Peace”.
MODE OF ACTION:
• Amul initiated blood donation campaign in 1987, in association with Indian Red Cross Society
• Blood donation camps are organized regularly in rural areas through Village Dairy Co-
operative Societies.
• Similarly camps are organized in Amul Dairy Campus herein employees and their family
members join in donating blood.

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7. Rural Sanitation Campaign AIM:
No single milk producer shall attend to nature’s call in the open, in order to ensure hygiene and
help women milk producers avoid embarrassment. District Rural Development Agency (DRDA)
Partners in progress National Housing Bank, Ahmedabad Finish Society, New Delhi.
MODE OF ACTION: Started total sanitation campaign scheme in 2011-2012 14000 toilets
constructed in 300 villages around Anand and Kheda by 2013-14. Plan on constructing 40-50
thousand toilets in the coming 5 years.
Amul Dairy has launched a novel scheme for total rural sanitation and set target for itself whereby
not a single milk producer will attend to nature’s call in the open. The Dairy with the support of
District Rural Development Agency (DRDA) will provide interest free loans to its milk producers
in Anand and Kheda districts to set up ‘pucca’ toilet blocks, which will not only help women milk
producers avoid embarrassment but will also ensure hygiene.
‘In five years’ time, dairy wishes to achieve the target of providing 100 per cent toilet facilities in
all villages where Amul has a milk society.
The mission is not just about bringing a cultural change by imbibing good habits among milk
producers but also targeted towards encouraging hygienic practices in the milk supply chain.

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 Amul has prepared a model low-cost toilet block that costs Rs.11,500
per unit. While DRDA will support this initiative through subsidy
ranging between Rs.4500 and Rs.4600 for BPL/APL families, Amul
will provide its members an interest free loan worth Rs.4300
returnable in four years’ time. A member can pay up this loan by
getting Rs.100 per month deducted from his/her bill.

OTHER ACTIVITIES
Encourages woman to participate in dairy co-op societies. To develop and enhance leadership
skills and qualities among women. Amul’s member unions organized three self managing
leadership workshops at PRAJAPITA, BRAHMAKUMARIS, MT ABU. 3100 women
participated in this programme. Organization of AMUL YATRA in Anand.

AMUL RELIEF TRUST:

A devastating earthquake hit Gujarat on 26th January 2001. The epicenter of the quake was
located in Kutch district. It caused death of thousands of people, many were injured, hundreds of
thousands were rendered homeless and damage of billions of Rupee was done.

AMUL’S TRIBUTE…
Transformative tax reform passed!- Aug’16

CONCLUSION
• Inspiring Leadership and Consuming Values
• Building Networks
• Coordination for Competitive
• Technology for Effect

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 BIBLIOGRAPHY

www.amul.com
www.google.com
www.wikipedia.com

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