EXECUTIVE SUMMARY

INTRODUCTION

Amul is an Indian dairy cooperative society based out of Anand that lies in Gujarat. The word
'Amul' is derived from the Sanskrit word ‘Amulya’ which means priceless or precious.
Amul cooperative was registered on 19 December 1946 as a reaction to the exploitation of
local milk producers by the dealers and the agents of the main dairy of that time, the Polson
dairy. The price of milk was randomly determined. The government had given monopolistic
rights to Polson to collect milk from Kaira dairy farmers and supply it to the city of Mumbai.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and
Delhi in 2002. Nationally it was rolled out across the country in 1999.
In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice Cream,
which was a first in India.
Amul products have been in use in millions of homes
since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul
Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul is a leading food brand in India. (The total sale was Rs. 6 billion in 2005). Today Amul
is a symbol of many things like of the high-quality products sold at reasonable prices, of the
genesis of a vast co-operative network, of the triumph of indigenous technology, of the
marketing savvy of a farmers' organisation. And have a proven model for dairy development
(Generally known as “ANAND PATTERN”

Sardar Vallabhbhai Patel, who was a leading activist in the

freedom movement. Sardar Patel advised the farmers to sell the milk on their own by
establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel
sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai
held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the
farmers to form a society for collection of the milk.
 BUSINESS MODEL CANVAS
KEY PARTNERS KEY ACTIVITIES VALUE CUSTOMER CUSTOMER
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 SECTOR INFORMATION

Sector Definition : The Fast-moving consumer goods (FMCG) sector is the 4th largest
sector of the Indian economy. It is characterised by high turnover consumer packaged goods,
i.e. goods that are produced, distributed, marketed and consumed within a short span of
time.There are three main segments in the sector — food and beverages, which accounts
for 19% of the sector; healthcare, which accounts for 31% of the share; and household
and personal care, which accounts for the remaining 50% share.

Categories of sector