Name – Nehal Mhatre

Class -BBA SEM 6

Strategic Management
Assignment

Case let-01
AMUL Doodh Pita hai India
Q1. Have you or your family used AMUL’s products and if so what are the comments about Quality, appeal
distribution and taste of Amul.Please restrict your answer to 100 words. Would you like to recommend AMUL to
your friends, if yes, why?
Answer-
Summarisation: “AMUL Doodh Pita hai India”. From Milk deficient to largest producer of Milk is the contribution of
Amul to India. Anand Milk Union Ltd (AMUL) was established in the year 1946 at Anand Gujrat It is processing
3.0 crore litres of milk everyday collecting it from 18500 villages and 36 lakh farmers across India Dr.Vargheese
Kurien, the father of White Revolution in India gave his life to AMUL Brand and established it not only
domestically but globally as well. When in 1947 India gained independence “POLSON” butter was the market
leader and dominant player but “AMUL” successfully eliminated it from the Market over the years.”AMUL” is no.1
in Milk Production,Butter,Ice creams and other milk products followed by Nestle Britania,Mother
Diary,Quality,Vadilal,Baskin Robbins and Parag being other significant players.”AMUL’s” annual turnover is
approximately Rs 50,000 crores.
Yes, it is an excellent source of quality protein. Amul milk online availability has made things easier. Amul is one
of the prominent brands in terms of dairy products. Such fluid is a rich source of protein. Amul milk is a tasty and
healthy food. It is known for purity and its taste. I always use Amul milk as my start of the day in breakfast.
Its taste is very nice. Amul milk is healthy and pure. Its packaging quality is also nice. I can say Amul milk is best
milk and no other brand can beat its purity and freshness.

Q2. Identify the relationship between organisational design and operational efficiency of Amul cooperative in
India.
Answer-
Summarisation: “AMUL Doodh Pita hai India”. From Milk deficient to largest producer of Milk is the contribution of
Amul to India. Anand Milk Union Ltd (AMUL) was established in the year 1946 at Anand Gujrat.It is processing
3.0 crore litres of milk everyday collecting it from 18500 villages and 36 lakh farmers across India.Dr.Vargheese
Kurien, the father of White Revolution in India gave his life to AMUL Brand and established it not only
domestically but globally as well. When in 1947 India gained independence “POLSON” butter was the market
leader and dominant player but “AMUL” successfully eliminated it from the Market over the years.”AMUL” is no.1
in Milk Production,Butter,Ice creams and other milk products followed by Nestle,Britania,Mother
Diary,Quality,Vadilal,Baskin Robbins and Parag being other significant players.”AMUL’s” annual turnover is
approximately Rs 50,000 crores.
Amul has a Co-operative form with a blend of professionalism. In the corporate form of an organization the
shareholders are non-participative members whereas in this form the members are the participative owners
of the organization. There are basically three tiers a dairy co-operative viz., the village society- procurement unit,
the union- which is the processing unit and the federation which is the marketing unit all being an institution in
itself. The institutions at each tier have the bond of organic and inter-institutional linkages and obligations which
provide sense of purpose and directions in their activities. Organisational Structure can improve the working
condition of an organisation and a poor structure can ruin all the possibilities of openness, dynamism and
decision-making. Organisational effectiveness on the other hand, is the extent to which an organisation, given
certain resources and means, achieves its objectives without placing undue strain on its members.

Q3.How Facebook, twitter and Instagram has enabled Amul to penetrate in a larger way into the market?
Answer –
Summarisation: “AMUL Doodh Pita hai India”. From Milk deficient to largest producer of Milk is the contribution of
Amul to India. Anand Milk Union Ltd (AMUL) was established in the year 1946 at Anand Gujrat.It is processing
3.0 crore litres of milk everyday collecting it from 18500 villages and 36 lakh farmers across India.Dr.Vargheese
Kurien, the father of White Revolution in India gave his life to AMUL Brand and established it not only
domestically but globally as well. When in 1947 India gained independence “POLSON” butter was the market
leader and dominant player but “AMUL” successfully eliminated it from the Market over the years.”AMUL” is no.1
in Milk Production,Butter,Ice creams and other milk products followed by Nestle,Britania,Mother
Diary,Quality,Vadilal,Baskin Robbins and Parag being other significant players.”AMUL’s” annual turnover is
approximately Rs 50,000 crores.
Amul has had a record in content marketing for years. It is now becoming an example of customer service on
social media. The brand has proved that it is actually using social media for listening to its customers and solving
their queries on Facebook. Amul has entered overseas markets such Mauritius, UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong & a few South African Countries. Its bid to enter Japanese market in
1994 but had not succeeded, but now it has fresh plans of flooding the Japanese market.