Preface

In today’s era of cut-throat competition Business Administration

Students are sure to have an edge over their counter parts. During Under
Graduation in Businessman Administration program, students come in
direct contact with the real corporate world through Industrial Exposure
and Project making. The BBA program provides its students with an in -
depth study of various managerial activities that are performed in any
organization.

The project report is accompanied with practical exp erience to add

some worthiness to education. This practical training in B.B.A program
develops core competencies of business world. Thus, we have a practical
outlook of the managerial experts and witness the function of management
in real business.

Our work in this project is, therefore, a humble attempt towards this
end. In spite of our best efforts, there may be errors or omissions, which
may please be excused.
 Acknowledgement

I forward my sincere gratitude to Principal sir Mr. Mehul Patel, all

Faculty members, the Librarian and the Administrative staff of SHRI B. J.
PATEL UMIYA B.B.A. College for their support.

Also, I express my sincere thanks to Prof. Hardik Dave, who guided

me throughout the project and gave me valuable suggestions and
encouragement. I would also like to thank all Faculty Members for helping
out in each and every step.

I am also thankful to Almighty, My Parents, My Family and Friends

whose constant support in every phase of my life has helped me to grow in
life.
 INTRODUCTION OF AMUL

Amul represents a fantastic success story before us and it shows,

cooperatives can be an integral part of economic growth in developing nations. It has
been established from the case of Amul that government can be an important
catalyst, policymaker and moreover a support institution but should not be a market
player in itself. In every cooperative segment government interference should not be
as it hampers the institution building and obviously decision making process also. Daily
milk sale is an essential part of India’s farmer’s income having cows/ buffaloes.

Before Amul, entire process starting from collection of the milk upto
selling it and collecting payments was infected with inefficiency and unfairness. Role
of middlemen was so strong that farmers had to sell their milk on their prices. In these
conditions, farmers were so much exploited and on the other hand, there was no
alternative option rather than forming farmer’s own cooperative.

Amul has organized over 10,000 village cooperatives, designed and

implemented multiple interventions along the value chain. Together these
cooperatives bring thousands of liters of milk to market daily, which makes them the
leading player in the Indian industry.
 COMPANY PROFILE

NAME : AMUL ( Anand Milk Union Limited )

Amul Industries Private Limited Registered Address : 2 – AJI INDUSTRIAL

ESTATE PLOT NO: 332/333, GIDC RAJKOT GJ 360003 IN.

Brief History of Amul :

Amul ( Anand Milk Union Limited ) was formally registered on

December 14, 1946, is a dairy co-operative movement in India. It is a brand
name managed by an apex co-operative organization, Gujarat Co-operative
Milk Marketing Federation Lt. ( GCMMF ), which today is jointly owned by
some 2.6 million milk producers in Gujarat, India.

AMUL is based in Anand, Gujarat and has been a sterling example of a co-
operative organization’s success in the long term. It is one of the best
examples of co-operative achievement in the developing world.

‘’Anyone who has seen.… the dairy co-operatives 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 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 ( 2006-07 ). Currently
Amul has 2,6 million producer members with milk collection average of 10.16
million litres 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. It’s bid to enter Japanese market in 1994
had not succeeded, but now it has fresh plans of flooding the Japanese
markets. Other potential markets being considered include Sri Lanka.

MISSION OF AMUL :
GCMMF ( Gujarat Co-operative milk Marketing Federation ) endeavor to satisfy
the taste and nutrition requirements of the customers, of the world through
excellence in marketing by their committed team. Through co-operative networking,
they are committed to offer quality products that provide best value for money.

We the motivated and dedicated workforce at Amul are committed to produce

wholesome and safe foods of excellent quality to remain market le ader through
development of quality management system, state of art technology, innovation and
eco-friendly operations to achieve delightment of customers and milk producers.

VISION OF AMUL :
Amul’s vision is to provide more and more satisfaction to the farmers, their
customers, employees and distributors.

PRODUCTS :
From cheese slices and cubes to flavored butter, from ready to drink beverages
to milk powders, Amul is rightly made its place in the heart of every generation.

Amul offers over 2000 products. They are quality assured and healthy to
consume.

Best Amul Products :

➢ Amul Buttermilk
➢ Amul Lass
➢ Amul Immunity Shots
➢ Amul Tru
➢ Amul Cheese Spread
➢ Amul Dahi Tikki
➢ Amul Choco Buttery Spread
➢ Amul French Fries
➢ Amul Paneer Nuggets
➢ Amul Premium Dahi
➢ Amul Camel Milk
➢ Amul Fresh Paneer
➢ Amul Cheese Sauce
➢ Amul Chocominis
➢ Amul Bindaaz
➢ Amul Sugar Free Dark chocolate
➢ Amul Almondo
➢ Amul Rabri
➢ Amul Khoa Mawa
➢ Amul Rasmalai
➢ Amul Panchamrit
➢ Amul Ice cream
➢ Amul Ghee
➢ Amul Shrikhand

Amul Choco Buttery Spread :

The Amul Butter variety is endless! From safed makhan or plain butter to
flavored butter. Chocolate spreads are made using nuts as the base ingredient. The
Amul Choco Buttery Spread, we noticed that 50% of chocolate syrup is added to the
product.

The consistency of this Amul Butter will vary based on the climatic conditions in
your city. Choco butter was not too liquidy or runny. The Amul Choco butter will be
the perfect companion for a warm toasted slice of bread as it will melt and spread
quickly. This chocolate butter tasted sweet with a decent chocolaty flavor.
 Amul choco buttery spread

Product Features :

• Made with white butter

• Rich and creamy
• Rounded sweetness

Form of Organization :
 Amul has three tier organization structure :

• At the village level : Society

There was Society that residents of the village owning cows or buffalos could join by
purchasing share and committing all surplus milk beyond their household needs. On
the other hand farmers were also able to purchase affordable cattle feed and other
services from the society.

• At the district level : Union

There was Union owned by the contributing dairy co-operative societies. Unions are
responsible for purchasing milk from societies and transporting those to dairy plants.
There unions also manufactured cattle feed, provided the societies with cattle
support, artificial insemination, and trained farmers in animal husbandry.

• At the top level : GCMMF

umbrella called GCMMF. This organization allowed all the districts to marker their
products under a common brand, it has elected members from all district Unions.
GCMMF also jointly procured raw materials, planned individual product mixes,
established a common distribution network for unions etc.
Organization Structure :
Locational Issues :
Awards and Achievements of Amul :
➢ Forbes India Leadership Awards 2015
➢ Development leadership Award 2015
➢ GCMMF received Bronze Trophy at the India Marketing Awards 2014
➢ GCMMF Finalist in World Beverage Innovation Awards 2014
➢ GCMMF received APEDA Awards for 16 years continuously
➢ Amul wins World Dairy Innovation Awards 2014
➢ Amul receives Srishti Good Green Government award for the year 2013
➢ GCMMF Receives Prestigious CNN-IBN Innovating for a Better Tomorrow Award
➢ Amul wins AIMA High Performance Brand Award 2013 for brand Amul
➢ Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD STANDARD Quality
Award 2013
➢ GCMMF wins the SAP Award for Customer Excellence ( SAPACE ) 2013 under the
category of ‘’Best Run Award in Finance’’.
➢ ET-Corporate Citizen Award of the Year 2010-11 to GCMMF
 PRODUCTION

Product Classification :

• Amul Bread Spreads Ranges :

Amul Butter :

Amul Butter is made up of pure milk fat. It consists of 100g, 500g, 50g, 20g and 8.1g
packing. It can be eaten with bread, paratha, roti, nans and sandwiches.

Amul Lite :
 Amul Lite is a low cholesterol, low calorie and low fat bread spread. It is
available in 100g, 500g and 200g packing. It is been used for topping on
parathas, pav-bhaji and also for preparation of cakes.

• Amul Beverage Range / Milk Drinks :

Amul Kool Milk Shake :

Amul Kool Milk Shake comes with many awesome flavours like, Strawberry,
Chocolate, Coffee, Elaichi, Badam etc. The price of this is Rs. 30 for 200 ml can.
It is rich in nutrients and is the healthiest drink against any other soft drinks.

Nutramul Energy Drink :

This is an energy drink and available in 200ml Glass Bottle.

 Amul Masti Spiced Buttermilk :

Amul Masti Spiced Buttermilk is a 100% natural drink and free from artificial
colour, preservatives, acids and sugar. It is available in 200ml Tetra, 500ml and
1 litre Tetra. The price of this is Rs. 15, Rs. 12, Rs. 21 respectively.

Amul Stamina Can :

Amul Stamina is an energy drink which contains electrolytes, vitamin C, minerals,

calcium, milk proteins. It is essential for body growth and muscle building. It is
available in 200 ml Tetra Pack and 250 ml can.
 Amul Prolife Probiotic Lassee :

Amul Prolife Probiotic Lassee is a flavoured drinking yogurt made up of natural

ingredients. It comes in four flavours i.e. Rose, Cumin, Mango and Pineapple.

• Amul Powder Milk Range :

Amul Spray Infact Milk Food :

Amul Spray is used as an infant milk substitute for feeding bottles. It is made
from partially skimmed milk. It contains Vitamins A, D, K, B, C and Minerals,
Calcium, Magnesium, Phosphorus, Iron, Copper, Lodine, Manganese and Zinc.

Amul Sagar Skimmed Milk Powder :

Sagar Skimmed Milk Powder is made from skimmed milk. It is non-fat and rich in
protein.

• Amul PRO :

Amul PRO is a malt based milk additive. It is very easy to make and suitable for people
of all ages, especially kids, who need milk and nutrients. It is to be consumed by
adding directly to the hot or cold milk.

• Amul Fresh Milk Ranges :

 Amul has varieties of fresh milk ranges and are preferred by many consumers on a
daily basis. These are outlined below.

Amul Shakti Milk :

Amul Gold Milk :

Amul Taaza Double Toned Milk :

 Amul Fresh Cream :

• Amul Cheese Range :

Amul has varieties of cheese ranges and are preferred by many consumers on a
daily basis and are used mainly on bread, cooking, pizza etc. It can be eaten with
bread, paratha, roti, nans and sandwiches.

The cheese types are outlined below.

Amul Cheese Spreads :

Amul Emmental Cheese :

Amul Pizza Mozzarella Cheese :

• Amul Cooking Range :

Amul has varieties of cooking ranges. Ghee and Butter is commonly used and is
preferred by many consumers on a daily basis and mainly for cooking, making
sweets, garnishing etc. It can be spread with bread, paratha, roti etc.

The silent features :

Ghee is very healthy for our Body. 1 spoon a day of Ghee keeps you fit and
strong. Ghee can be consumed for better digestion. Ghee stimulates muscle
movements, strengthens the sense organ, nourishes the skin and improves
complexion. Ghee is good source of energy and provides vitality to human
body.

The Ghee types are outlined below.

Amul Ghee :

Amul Ghee is made is made from fresh cream and it is a good source of energy
and provides vitality to human body.

Amul Yellow Cow Ghee :

 Amul Cow Ghee is made from fresh cream and it has typical rich aroma and
granular texture. Amul Cow Ghee is an ethnic product made by dairies with
decades of experience and rich source of Vitamin A, D, E and K.

Amul Cooking Butter :

Amul Cooking Butter is used and is preferred by many consumers on a daily

basis and is used mainly for cooking, making sweets, garnishing etc. It can be
spread with bread, paratha, roti etc.

• Amul Dahi Rang :

Amul Masti Dahi :

 Amul Dahi is made from Pasteurized Toned Milk and no preservatives. It is rich
in nutrition as it contains all goodness of milk. It can be consumed directly or
can make Lassee, Dahi Rice, Dahi Wada etc.

Pro-biotic Dahi :

Pro-biotic Dahi helps to improve immune function of the body and maintain healthy
digestion system. It also helps to build stronger bones and teeth.

• Amul Shrikhand :

Amul Shrihand :
 Amul Shrikhand is prepared from fresh curd. It comes in many flavours namely
Elaichi, Kesar, Mango, Badam Pista, Amrakhand, Rajbhog, Butter Scotch,
Strawberry, Pineapple etc. It also contains fruits, nuts, cardamom and saffron.
Amul Shrikhand is available at cheapest rate and the quality is very good for
taste and it is very hygienic. It is the only pasteurized Shrikhand available in the
country.

• Amul Chocolate Syrup :

Amul Chocolate Syrup is the richest and thickest chocolate syrup. It goes good
with milk, ice cream, coffee and more. It is a good last minute addition to
frappes, milkshakes, desserts and ice creams. Enjoy it by pouring on ice cream,
cakes, pastries or mix with milk to make delicious chocolate milk shake.
 • Amul Chocolates :

Amul Chocolates are made from Sugar, Cocoa Butter, Milk Solids and Chocolate mass.
These are made from rich creamy milk and delicious cocoa. Amul chocolate syrup in
bottle and Jar are available. It can be used on ice cream, cakes etc.

Amul has varieties of chocolates ranges and are preferred by many consumers on a
daily basis.
 • Amul Ice Creams :

Amul Ice Creams are made from fresh milk and are available in different flavours. It
can be used to prepare sundaes, shakes etc. Ice creams are much preferred by kids
and also all generations. It is very nice to consume them during anytime, anywhere.

Amul has varieties of ice creams ranges and are preferred by many consumers on a
daily basis.

Production Process :

Paneer is an integral part of the rich Indian food culture. It is an essential

source of high-quality protein, fat, minerals and vitamins. It contains 53-55% moisture,
23-26% Fat, 17-18% Protein, 2-2.5% carbohydrates and 1.5-2% minerals. Good quality
paneer is characterized by a marble white colour, sweet, mildly acid taste, nutty
flavour, spongy body and closely knit, smooth texture.
 Paneer is manufactured by the traditional method involving lot of human
interaction right from receiving of milk to the finished product. This method calls for
special skills which are exhaustive, like manual acid coagulation, keen monitoring,
collection of coagulated curd in muslin cloth for whey removal and pressing done by
putting weight on compacting.

Paneer has been the focus product for Amul for the last 10 years. Amul
Dairy made a humble this domain by setting up a manual Paneer Plant initiatives. We
faced many challenges like availability of manpower for optimal coagulation,
inconsistent product quality, high losses in overall yield and short shelf Due to the
manual process, it was very difficult to required yield of 16 to 17%, thus resulting into
lo. Amul was focused for setting up New generation Autor.

• Commercial Manufacturing of Paneer :

Milk Standardization :

For commercial manufacture of Paneer buffalo milk is standardized to 5.8% fat having
9.5% SNF.
Heat Treatment :

After standardization of milk, it is heated to 90’C without holding in a jacketed closed

vessel known as Paneer Vat. Then milk is allowed to cool down to 70’C. Heat
treatment of milk causes destruction of microorganisms, denatures whey proteins and
retards colloidal calcium phosphate solubility.

Coagulation and Draining of Whey :

Coagulation is done at about 70’C by slowly pouring 1% hot citric acid solution with
constant stirring till a clean whey is separated and coagulum is allowed to settle for 5
minutes, after which the whey is drained off.

Hooping :

The curd so obtained is filled into hoops lined with cloth.

Pressing :

Pressure is applied on top of the hoop at a rate of 0.5 to 1kg/cm2. The surface of
hoops must contain holes to facilitate whey expulsion.

Dipping in Chilled Water :

The pressed blocks of paneer are removed from the hoops and immersed in chilled
water for 2-3 hrs. The chilled paneer is then removed from water to drain out. This
step assists in developing texture and speeds up the cooling process. The water used
for chilling should be of good bacteriological quality.

Packing :

Finally, paneer blocks are wrapped in parchment paper/polyethylene bages and

placed in cold room at about 5 to 10’C.
Production Capacity :
 Amul Plant Layout :

Amul Plant Layout October 18th, 2010 Plant layout is the overall arrangement of
the machine tools, handling equipment, 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 cream, 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.

Thus, plant layout encompasses all production and service facilities and provides
for the most effective utilization of the men, materials and machines constituting the
process. It is the master blue print of coordinating all operations.

First Plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee,
milk powder, flavored milk and buttermilk.

Second Plant is at MOGAR, which engaged in manufacturing chocolate, nutramul,

Amul Ganthia and Amul lite.

Third Plant is at KANJARI, which produces cattelfeed.

Fourth Plant is at KHATRAJ, which engaged in producing cheese.